First-touch
Credit the first source that brought the visitor. Best when you want to answer "what is bringing strangers to my brand?" Tells you where to invest top-of-funnel.
Last-touch
Credit the last source before conversion. Best for "what closes deals?" Often paid search or direct (visitors come back ready). Useful for budget allocation in the closing phase.
Multi-touch (linear)
Distribute credit equally across every source the visitor touched. Most balanced but hardest to act on — small differences across many sources rarely justify reallocating budget.
Multi-touch (time-decay)
Credit weighted toward sources closer to conversion. Good middle-ground; rewards both awareness work and closing work.
Switch view, don't pick one
The dashboards let you toggle attribution model. Look at the same data three ways before deciding what's working.