Describe the linear attribution model.

• A. Gives more credit to the channels closer to the conversion.
• B. Attributes 100% to the first touchpoint.
• C. Attributes 100% to the last touchpoint.
• D. Distributes attribution equally across all channels engaged with before conversion.

Answer: (D)

The concept being tested is how to allocate credit across touchpoints in a customer conversion path. In a linear attribution model, every channel that interacted with the customer before the conversion receives an equal share of the credit for that conversion. For example, if there were four touchpoints along the path, each channel would get an equal portion of the credit (one-quarter each). This approach contrasts with assigning all credit to the first touchpoint or to the last one, and it ignores any weighting by order or perceived influence. Linear attribution is useful when you believe all engagements contributed similarly, though it may oversimplify the true impact of each touchpoint.