Attribution Models & Types:
What Is U-Shaped Attribution?
U-shaped attribution highlights the two most influential touchpoints in early buying behavior: the first interaction that sparks awareness and the touchpoint that converts a visitor into a qualified lead. It helps teams understand which programs drive discovery and create meaningful engagement.
U-shaped attribution assigns most of the credit to two moments: first touch (the interaction that initiates interest) and lead creation touch (the action that converts a prospect). The remaining credit is shared among other touches. It is ideal for teams focused on understanding how early-stage programs influence pipeline creation.
How U-Shaped Attribution Works
When Teams Should Use U-Shaped Attribution
This model excels when teams want to understand how early engagement drives high-quality leads and pipeline creation.
Use U-Shaped When You Need To:
- Identify channels that spark awareness — Determine which programs bring new prospects into the funnel.
- Understand what drives lead creation — Highlight content and offers that convert unknown visitors.
- Balance early and mid-funnel insights — Capture both discovery and qualification signals.
- Improve demand generation allocation — Strengthen investments in high-performing early-stage channels.
- Simplify attribution without losing meaning — Use a model that is easy to explain to executives and sales partners.
How U-Shaped Compares to Other Models
| Model | Focus | Strengths | Gaps | Best For |
|---|---|---|---|---|
| First-Touch | Initial discovery | Simple; clear entry point | Ignores later influence | Top-funnel brand analysis |
| Last-Touch | Conversion moment | Directly tied to action | Misses early engagement | Simple lead attribution |
| U-Shaped | Awareness + lead creation | Balanced early-funnel view | Limited mid-late insight | Demand generation teams |
| W-Shaped | Three key milestones | Stronger pipeline mapping | More complex | B2B journeys |
Client Snapshot: Early Influence Drives More Qualified Leads
A SaaS growth team used U-shaped attribution to uncover that educational content and early-stage webinars were responsible for 54% of high-quality leads. After reallocating budget to these programs, cost per qualified lead decreased by 28% and pipeline grew by 19% in one quarter.
FAQ: U-Shaped Attribution
Straightforward explanations to support executive clarity.
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