Which channels get the credit?

Move the sliders to change how customers flow between three channels, and watch last-click and Markov attribution split the credit differently. All math runs in your browser.

Where journeys begin (splits across the three channels)
Start at Search: (the rest)
Display, the upper-funnel channel: where does its traffic go?
Display → leaves: (the rest)
Search, the closer: where does its traffic go?
Search → leaves: (the rest)
Email, the assist: where does its traffic go?
Email → leaves: (the rest)
Last-click Markov removal effect
Modelled conversion rate: Start mix:

The playground's clean matrix has no Search → Email edge, which the article's fitted example carries, so its credit split sits close to the article's rather than on it. The self-check below runs the same engine on the article's pinned matrices.

checking…