Marketing / Free editable template

Marketing attribution models diagram template

An attribution diagram shows how different models share credit for a sale between the touchpoints that led to it. This example follows one B2B buyer through four touchpoints over 30 days and compares how first touch, last touch, linear, U-shaped and time decay models would split the credit.

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Marketing attribution models diagram example showing four-touchpoint buyer path, stacked chart of credit by model, percentage table and notes on choosing a model
Everything in this example is editable. Replace the labels, move the shapes and adapt the layout to your work.

How to use this template

  1. Use a real path

    Replace the touchpoints with a journey from your CRM or analytics. A real example makes the differences between models easier for clients and colleagues to grasp than definitions do.

  2. Compare the totals

    Look at how each model would change the credit for each channel. If one channel looks strong only under one model, treat its results with caution before moving budget.

  3. Agree one view to report

    Choose the model your reports will use and write the reason beside the chart. Switching models between reports makes channel performance look as if it has changed when it has not.

Questions about this template

Can I compare models on our own buyer path?

Yes. Rename the four touchpoints, recalculate the credit each model gives them and update the stacked chart and percentage table to match.

Do I need an account to use it?

No. Open the template and edit it in your browser. Your work saves on this device. An account is optional if you want to sync your workspace.

Can I export the finished diagram?

Yes. Use Export in the editor to save a PNG, SVG or PDF, or download an editable .epicdraw backup.

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