The linear attribution model is commonly seen as an attribution model that gives an equal share of the conversion credit to all channels or touch points belonging to the path to conversion. If four channels are concerned, 25% of the conversion value is assigned to each channel.
This type of attribution model is also called distributed, even or flat attribution model.
The linear attribution model is particularly suitable for long sale cycles (as in B2B activities) where the different channels maintain contact and awareness and contribute to build the brand image.
An example of linear attribution model:
The term linear attribution model can be misleading as it is sometimes also used for reffering to models that don’t gives an equal credit to all channels.
In the below example an unequal distribution of the credit is linear on the chart:
See other attribution models.