Ask most marketing teams which channel drives the most revenue and they point to the last thing a customer clicked before buying. That is Last Touch attribution. It is the default in most platforms and it is almost always misleading.
The Four Models Explained
First Touch gives 100% credit to the first channel that introduced the prospect. Last Touch gives 100% to the final touchpoint before conversion. Linear distributes credit equally across every touchpoint. Time Decay weights recent touchpoints more heavily.
Why You Need All Four
Each model tells a different part of the story. First Touch shows where discovery happens. Last Touch shows what closes deals. Linear shows the full journey. Time Decay shows where momentum builds. Running all four simultaneously reveals which channels you are systematically over or undervaluing. Labaddi runs all four models in parallel and lets you toggle between them in one dashboard. No exports. No spreadsheets.