Seven different allocation methods available

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Click to the left of "vs." A list of models will be displayed.

Click to the left of "vs"

By default, Google Analytics offers seven different allocation methods.


the last stop 100% is allocated to the final point leading to conversion. This is effective hospital mailing leads when you want to emphasize promotion to users just before conversion, or when the consideration time until conversion is short.
Last indirect click 100% is allocated to the click before the last click. This is the standard model used in Google Analytics and is often used for comparison.
Last Click on AdWords Ads 100% is allocated to the last AdWords ad clicked. This is effective when you place importance on promotion through AdWords ads.
Starting point 100% is allocated to the channel that the user first uses. This is effective when emphasizing branding and awareness in the early stages of a promotion.
linear Evenly distribute across all channels along the path, which is useful if you want to maintain contact with customers throughout the entire sales cycle.