turgo logs every touch, so any attribution model runs from the same data. Reports support first-touch, last-touch, linear, U-shaped, and time-decay. Pick one primary model and apply it consistently.
The models
First-touch (credits the touch that started it), last-touch (credits the touch before conversion), linear (equal split), U-shaped (40/40 to first and last, 20 spread), time-decay (recent weighted heavier).
Choosing
First-touch answers "what creates pipeline"; last-touch answers "what converts it"; multi-touch models answer "what contributed." For budget decisions, U-shaped or time-decay is the honest middle; report first- and last-touch alongside for the full picture.
Configuration
Analytics → Settings → Attribution. Set the workspace primary model — dashboards and pre-built reports use it by default; any report can override its model locally.
The consistency rule
Model switching invalidates comparisons — changing models mid-year makes trends unreadable. Pick, document, and hold for at least a year; run alternates as secondary views, not replacements.
