Linear attribution explained for fashion brands

THE SHORT ANSWER

Linear attribution divides conversion credit equally among the eligible touchpoints in a path. It is easy to explain, but equal allocation is an assumption rather than evidence that each interaction contributed equally.

Decide what counts as a touchpoint

The unit of allocation changes the result. Three interactions with one channel and one with another are different from two unique channels. Decide whether the rule counts clicks, sessions, channels or another defined event, and keep that choice explicit.

Repeated email visits can receive multiple shares under an interaction-level rule. A unique-channel rule would treat the same journey differently. Neither variation should be hidden behind a simple linear label.

Use the simplicity carefully

The equal-credit view is useful as a transparent comparison. A team can see how a single-touch story changes when eligible intermediate interactions also receive credit. The calculation can be inspected without fitting a statistical model.

Its clarity does not remove the assumption. A very brief interaction receives the same share as another eligible interaction in the same path. If that is unsuitable for the decision, keep the view as a reference rather than presenting it as a precise estimate of contribution.

Keep one purchase equal to one purchase

Across a complete eligible path, the allocated values should reconcile with the value being distributed. Check rounding, repeated events and duplicated transactions before aggregating the allocation by channel.

An allocation based on incomplete paths is still incomplete. State what is observed, which interactions are excluded and whether the data can connect the journey at all. Do not infer individual paths from aggregated platform revenue totals.

ILLUSTRATIVE EXAMPLE

Three interactions, three equal shares

For one €120 example order with three eligible interactions, paid social, search and email each receive €40. With four eligible interactions the share would be €30 each. This is an arithmetic illustration, not an estimate from live customer data.