InfiniGrow supports single touch, multi-touch, and the proprietary Full Journey attribution models. We will describe the supported models below, but visit our attribution model blog post if you want to learn more about each model.
Single-touch Attribution Models (Not Recommended)
First-Touch Attribution Model
The First Touch model gives full conversion credit to the first touchpoint during the customer journey.
Last-Touch Attribution Model
The Last-Touch attribution model gives full conversion credit to the last touchpoint during the customer journey
First CRM Touchpoint
The First CRM Touchpoint attribution model is a single-touch model that gives full conversion credit to the first touchpoint that was captured on your CRM (AKA, the CRM lead source).
Multi-touch attribution models
Linear Attribution Model
The Linear attribution model assigns equal credit to every touchpoint along the customer journey.
Time Decay Attribution Model
Time Decay credits more recent touchpoints in a customer’s journey with greater impact than touchpoints that occurred in the past.
U-Shaped (Position-Based)
Emphasizes the first and last touchpoints; the remaining credit is split evenly across all middle touchpoints.
Common default: 40% first, 20% shared across middle, 40% last.
J-Shaped
Heavily favors the last touchpoint, gives some weight to the first, and minimal credit to middle touches.
Common default: 20% first, 20% shared across middle, 60% last.
Inverse J-Shaped
Heavily favors the first touchpoint, gives some weight to the last, and minimal credit to middle touches.
Common default: 60% first, 20% shared across middle, 20% last.
W-Shaped (Full-Funnel Creation Points)
Concentrates credit on 3 creation milestones - First touch, Lead creation, and Opportunity creation - with a small residual for the rest of the journey.
Common default: 30% First, 30% Lead, 30% Opportunity, 10% residual.
Z-Shaped (First → Lead → Opportunity → Closed Won)
Allocates credit across 4 milestones - First touch, Lead creation, Opportunity creation, and Closed Won creation - with a small residual for the rest of the journey.
Common default: 22.5% to each milestone, 10% residual.
Full Journey (Recommended)
The Full Journey attribution model uses proprietary algorithms that adjust the credit of each touchpoint based on a combination of factors that commonly reflect the B2B customer journey.
In simple terms, here are the main factors that influence the weight a touchpoint receives:
The amount of touchpoints and contacts on a user journey, and between every transition
The “location” of a touchpoint on the user journey (transition time-decay) - the model would credit transitions that were closer to a funnel transition than touchpoints that have a long time interval between them and a funnel transition - to account for how impactful a given touchpoint was in driving the funnel transition.
Introducer touchpoint weighting - the model will give extra credit to the first touchpoint, as without it, there would be no other touchpoints.
The dominance of a contact on a deal (the model credits touchpoints of contacts who’ve been associated with the deal, either manually or through InfiniGrow's Opp Enrichment, to avoid crediting contacts that did not influence the deal directly
The above is a data-driven model that, after significant trial and error, most accurately reflects the influence each touchpoint had on a transition in most cases.
Unlike the “rule of thumb” models, it does not have a set formula for how much credit to assign to each touchpoint. Instead, the credit attributed to the channels in a customer’s journey is dynamic.
Activity‑level credit modifiers
In addition to the selected model, InfiniGrow applies per‑activity credit modifiers based on the activity type your team configured:
Full credit: × 1.0 (default)
Medium credit: × 0.3
Low credit: × 0.1
No credit: × 0.0
Examples of activities often set to Low: Email - Sent, LinkedIn Impressions (high‑frequency, low signal on intent).
How this works
Start with the model’s baseline weights (e.g., U‑Shaped 40% First, 20% Middle pool, 40% Last).
Apply the activity‑level multiplier to each touch.
Redistribute any reduced credit according to the model’s position logic so totals remain 100%. For U‑Shaped specifically:
Middle pool has a maximum cap of 20% total (it may end up less after modifiers). Reductions in a middle touch do not increase other middle touches beyond their baseline; leftover flows to First and Last (split evenly).
Reductions in the Last touch flow to First (middle pool stays at 20%).
Examples
Example #1
U‑Shaped, 4 touches: Google (First) → Facebook → LinkedIn → Email – Sent (Last, Low credit)
Baseline U‑Shaped = 40% First, 20% Middle (FB+LI), 40% Last.
Email - Sent is Low ⇒ 40% × 0.1 = 4%
FB + LI keep the 20% middle pool (e.g., 10% each)
The 36% reduction from Last flows to First ⇒ Google becomes 40% + 36% = 76%
Result: Google 76%, Facebook 10%, LinkedIn 10%, Email – Sent 4%.
Example #2
U‑Shaped, 4 touches: Google (First) → Email – Sent (Middle, Low credit) → LinkedIn (Middle) → Facebook (Last)
Baseline U‑Shaped = 40% First, 10% per middle touch (Email, LI), 40% Last.
Email - Sent is Low ⇒ 10% × 0.1 = 1%
LinkedIn keeps its baseline 10% (middle pool not exceeded)
The 9% reduction from Email’s middle share flows to First and Last equally ⇒ +4.5% each
Result: Google 44.5%, Facebook 44.5%, LinkedIn 10%, Email – Sent 1%.
Net effect
The selected model defines the starting weights, and activity‑type modifiers fine‑tune the final credit so it reflects your preferences and business logic.
Related article
For in-depth guidance on channel mappings and step-by-step instructions on how to adjust attribution credit (per-activity modifiers), see: How to map touchpoint data and adjust attribution credit.