Free educational workspace
Attribution Modeling Simulator
Compare rule-based attribution models, build a sample customer path and test how assumptions change attributed value, ROAS and margin-adjusted ROI.
- 7 rule-based scenarios
- Attributed ROAS and ROI
- Editable customer journey
Verified June 23, 2026 · method and vendor-model scope
What is marketing attribution?
Atrybucja marketingowa is the process of assigning conversion values (e.g. purchases) to individual marketing channels that the customer went through before making a purchase.
Example scenario:
Customer Jan wants to buy sports shoes for PLN 500. His shopping path:
- Day 1: Sees an ad on Facebook (Social Media)
- Day 3: Szuka w Google 'najlepsze buty do biegania' (Organic Search)
- Day 5: I receive a newsletter with a promotion (Email Marketing)
- Day 7: Clicks on a Google Ads (Paid Search) ad
- Day 8: Goes directly to the website and buys (Direct)
Pytanie: Which channel 'deserved' the PLN 500? Facebook, which first attracted attention? Google Ads that was just before the purchase? Or maybe a little bit of all of them?
The answer depends on the attribution model you choose! This simulator will help you understand the differences between models and choose the best one for your business.
How to use the simulator?
Last Click
The model assigns 100% conversion values to the last channel before the conversion. This is the simplest model, but may not represent the full value of earlier touchpoints.
Customer Journey
Customer journey are all touchpoints between the customer and your brand before conversion. Below you see a sample journey - you can modify it by adding or removing channels.
Tip: Kliknij na dowolny kanał, aby go edytować lub usunąć. Użyj przycisku "Dodaj kanał", aby rozbudować ścieżkę.
Attribution Results
Below you see how conversion value is distributed among channels according to the selected attribution model. Each card shows the value assigned to a channel and its percentage share.
Visualization
Pie chart shows each channel's percentage share, bar chart shows absolute values in the selected currency.
Channel legend
Comparison of all models
Why is it worth comparing models?
Each attribution model 'favors' different channels. For example:
- Last Click appreciates channels that 'close' sales (e.g. Paid Search, Remarketing)
- First Click rewards channels that build awareness (e.g. Display, Social Media)
- Linear treats all channels equally
By comparing models, you can see which channels are underrated lub przeceniane w Twojej obecnej strategii.
| Canal | Last Click | First Click | Linear | Last Non-Direct | Position-based | Time-decay | Heuristic demo* |
|---|
ROI Analysis and Budget Calculator
Why analyze ROI in the context of attribution?
The attribution model influences how you evaluate the effectiveness of your marketing channels. Enter costs to see:
- ROI (Return on Investment) - margin-adjusted return:
(attributed gross profit − cost) / cost × 100% - ROAS (Return on Ad Spend) - return on advertising spend:
Revenue / Cost. ROAS above 1 means attributed revenue exceeds ad spend, not necessarily that the sale is profitable.
Example: If you spend PLN 1,000 on Google Ads and it generates PLN 3,000 in revenue, ROAS = 3.0x (each zloty brings PLN 3).
The calculation excludes fixed costs, returns, taxes and incrementality. Treat it as a scenario, not a budget forecast.
Channel costs (monthly)
Enter your monthly expenses for each marketing channel. Leave 0 for free channels (e.g. Organic, Direct).
Rekomendator Modelu Atrybucji
Don't know which model to choose?
There is no single best attribution model - it all depends on the specifics of your business. Answer 5 simple questions and you will receive a personalized recommendation.
Przewodnik po Modelach Atrybucji
Kompletny przewodnik po modelach atrybucji
Below you will find a detailed description of all attribution models, their advantages, disadvantages and best uses. Each tab also provides information about the model's availability in Google Analytics 4 and Piwik PRO.
Key concepts:
- Touchpoint (punkt kontaktu) - every customer interaction with your brand (clicking on an ad, visit from a search engine, etc.)
- Konwersja - desired user action (purchase, registration, form filling)
- Conversion path - sequence of all touchpoints before conversion
- Okno atrybucji - the period of time during which touchpoints are taken into account (e.g. 30 days)
Last Click
Assigns 100% values to the last channel before conversion.
Zalety:
- Prosty w implementacji
- It focuses on closing channels
- Good for short cycles
First Click
Assigns 100% values to the first channel in the path.
Zalety:
- Appreciates channels that build awareness
- Prosty w analizie
- Dobry dla brandingu
Linear
Distributes the value evenly between all channels.
Zalety:
- Fair to all channels
- A good starting point
- Shows the full path
Last non-direct
Assigns 100% values to the last non-Direct channel.
Zalety:
- Skips Direct traffic when assigning credit
- Better than Last Click when Direct traffic is strong
- Available in GA4 and Piwik PRO
Oparte na pozycji (Position-based)
40% first, 40% last, 20% intermediate channels.
Zalety:
- Balances discovery and conversion
- Appreciates indirect channels
- Elastyczny w dostosowaniu
Time-decay
More weight for channels closer to conversion.
Zalety:
- Odzwierciedla proces decyzyjny
- Elastyczny okres rozpadu
- Good for seasonal cycles
Data-driven
Machine learning analyzes real conversion paths.
Zalety:
- Uses the advertiser's observed path data
- Learns separate contribution weights
- Cannot be reproduced from a single example path
Attribution Models in Analytical Tools
Availability verified June 23, 2026. GA4 also offers Google paid channels last click, which is not simulated here.
| Model | Piwik PRO | GA4 |
|---|---|---|
| Last Click | Direct is excluded in GA4 models | |
| First Click | wycofany | |
| Linear | wycofany | |
| Last non-direct | ||
| Oparte na pozycji | wycofany | |
| Time distribution | wycofany | |
| Oparty na danych (DDA) | available | |
| Niestandardowe modele |