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:
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