U-shaped Model

The U-shaped model is the first of Visible’s multi-touch attribution models. This model tracks both the first anonymous touchpoint and the lead creation touchpoints, and touchpoints in between. Let’s take a look at John’s journey from a U-shaped model’s perspective. John finds the company through a LinkedIn paid ad. He visits the site and takes some notes. He later types in the company’s URL and visits its website directly. While there, he fills out a form, which creates the lead. In this instance, 40% of the attribution credit went to the LinkedIn ad, which is responsible for the first touch, and 40% to the direct web search, which is responsible for the lead creation touch. The remaining 20% is attributed to the minor touches. Whether the first touch and lead creation touch happen at the same interaction or at different times, both are tracked and can easily be found in Salesforce under the opportunity.