How does the position-based attribution model distribute credit?

• A. Attributes 50% to the first and last touchpoints, and 50% to middle touchpoints.
• B. Attributes 30% to the first, 30% to the last, and 40% to middle touchpoints.
• C. Attributes 40% to the first and last channel, and the remaining 20% equally to other touchpoints.
• D. Attributes 25% to each touchpoint.

Answer: (C)

Position-based attribution credits the first and last interactions most, with a smaller share for the middle touches. A typical setup gives 40% to the first touch and 40% to the last touch, with the remaining 20% distributed across the middle interactions. This is exactly what the option describes: 40% to the first and last channel, and the remaining 20% allocated to the other touchpoints. The middle steps still matter, but their influence is lower, reflecting their intermediary role in guiding the journey.