Definition
Linear attribution divides conversion credit equally among all email touchpoints in the journey. It avoids over-weighting any single email.
It suits a balanced programme-level view, but it can equalise very different touch importance.
Linear attribution spreads credit evenly across all touchpoints, giving a balanced programme-level view. It avoids over-weighting any single email but can equalise very different contributions. It suits overall performance analysis.
When to Use It
Use it for overall programme performance across the funnel.
Expect middle-funnel nurture to look stronger.
Why It Matters
Linear attribution gives a balanced view of the whole journey. Understanding it prevents over-weighting any single touch.
Best Practices
- Use it for a balanced programme-level view.
- Expect middle-funnel nurture to look stronger.
- Pair with specific models for focused campaigns.
- Document the model.
- Review results per touchpoint.
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Related Glossary Terms
A/B Testing
A/B testing in email marketing is the practice of sending two variations of an email to a small sample of your list to determine which version performs better before sending the winner to the remaining subscribers.
Abandoned Cart Email
An abandoned cart email is an automated message sent to customers who added items to their online shopping cart but left without completing the purchase. It is one of the highest-converting email types in ecommerce.
Abuse Complaint
An abuse complaint is a report from a recipient who marks an email as spam, which negatively affects sender reputation and deliverability.
AI Email Summary
An AI email summary is a short, machine-generated overview of an email's key points, shown by Gmail, Outlook and Apple Mail before a recipient opens the message. It is reshaping how email marketers think about subject lines, preview text and open rates.
ARPU (Average Revenue Per User)
ARPU (Average Revenue Per User) is a metric that measures the average revenue generated per email subscriber over a specific period, used to evaluate list value and campaign effectiveness.
Attention Rate
Attention rate is the percentage of email opens that last longer than 5 seconds, distinguishing genuine reads from passive opens, preview-pane views, or Apple MPP auto-loads.
Frequently Asked Questions
Dividing credit equally among all contributing email touches. Linear attribution spreads credit evenly across all touchpoints, giving a balanced programme-level view.
For overall programme performance across the funnel. It avoids over-weighting any single email but can equalise very different contributions.
It can equalise very different touch importance. It suits overall performance analysis.
It spreads credit instead of concentrating it. Linear attribution spreads credit evenly across all touchpoints, giving a balanced programme-level view.
No model is universally accurate; match it to your question. It avoids over-weighting any single email but can equalise very different contributions.