With purchase behavior moving between response channels, there is no one-size-fits-all answer. Determining what allocation strategy fits best requires deep understanding of your response channel mix and the value and profitability of each. Examples include:

Last – assign credit to the last touchpoint prior to the sale within a specified duration First – assign credit to the first touchpoint within a specified duration Average – assign fractional credit to all touchpoints within a duration period All – multi-attribute credit to all touchpoints Custom – assign 25% to the first touchpoint, 25% to the last touchpoint, the remaining 50% assigned to all touchpoints in between