Understanding linear attribution in Klaviyo

You will learn

Learn about linear attribution models, including how to enable linear attribution on your account and how attribution is calculated. 

Before you begin 

Linear attribution models

A linear attribution model equally gives credit to each touchpoint leading to a conversion. Meanwhile, a Last touch model only applies the credit to the final touchpoint before a conversion. 

In general, linear attribution models are more accurate because they consider the full customer journey leading up to a conversion, rather than just the final touchpoint.

Customers often have multiple touchpoints before a conversion, with each of them ultimately playing a role in the conversion. An attribution model that accounts for this can help you learn what touchpoints are more effective at different stages in the conversion cycle, and help to focus your marketing on the entire customer journey leading up to a conversion.

Last-touch model example

In the last-touch model below, a customer places an order with a $100 value after interacting with 2 emails and an SMS. Since the SMS message was their final touchpoint before the conversion, it will receive all the credit (i.e., $100 of attributed value) even though the emails may have played a role in the recipient’s decision to purchase. 

Linear model example

In the linear model below, a customer places an order with a $100 value after interacting with 2 emails and an SMS. Since the linear model attributes to all the touchpoints equally, they will each receive a third of the credit (i.e., about $33 of attributed value).

How to update your attribution model 

To update your attribution model:

1. Navigate to Account > Settings > Attribution.
2. In the Attribution model card, select Linear from the dropdown menu. 

For a touchpoint to be considered in the linear attribution model: 

• The message must be received within the configured lookback window for a channel.
• The interaction event must occur for that message within the configured lookback window.

Learn how to configure your attribution settings.

Additional resources 

Understanding Klaviyo message attribution

How to change your email, SMS, and push message attribution and tracking settings