Attribution & Tracking
Customer Journey Value Calculator
The Customer Journey Value Calculator compares how five attribution models (first-touch, last-touch, linear, time decay, and multi-touch) value your marketing channels across a multi-touch path. It computes per-model channel values, your customer lifetime value from AOV and repeat rate, an assisted-conversion value for mid-funnel touchpoints, and a recommendation on which channel drives awareness versus closes the sale. The result is a fairer view of channel contribution than last-click alone.
Who it's for: DTC marketers whose customers touch several channels before buying and who want to value upper-funnel channels that last-click attribution under-credits.
How the Customer Journey Value Calculator works
You select the first-touch and last-touch channels, then enter average order value, repeat purchase rate, monthly conversions, average touchpoints, and a preferred model. Customer LTV is computed from AOV scaled by repeat rate, recognizing that customers acquired by certain channels buy more than once.
The tool calculates a value figure for each attribution model: first-touch and last-touch credit the full conversion value, linear splits revenue evenly across all touchpoints, time decay weights recent touches more heavily, and multi-touch applies weights based on the first and last channel combination (for example, paid social earns more credit when it is the discovery channel ahead of organic).
It adds an assisted-conversion value representing the roughly 30 percent of credit owed to mid-funnel touchpoints, sums a total channel value, and produces a channel-mix recommendation describing which channel drives awareness and which closes sales. Journeys longer than five touchpoints are flagged as complex.
The formula
Customer LTV = AOV x (1 + repeat rate % / 100). Linear value = (monthly conversions x AOV) / average touchpoints. Multi-touch value weights the first-touch and last-touch channels (e.g. paid social before organic shifts credit toward first-touch). Assisted value is estimated at about 30% of total conversion value.
Frequently asked questions
Why does last-touch attribution undervalue some channels?+
Last-touch gives 100 percent of the credit to the final click before purchase, which usually favors bottom-funnel channels like branded search or direct. Channels that introduce customers earlier, such as paid social, get no credit even though the customer would never have converted without that first touch. Comparing models reveals how much value last-click hides.
How is customer LTV calculated here?+
LTV is your average order value multiplied by one plus your repeat purchase rate, so a 120 AOV with a 35 percent repeat rate yields an LTV of 162. This matters for attribution because the first-touch channel often brings in higher-LTV customers who buy repeatedly, which justifies crediting it more than a single-order view would suggest.
Which attribution model should I actually use?+
There is no single correct model; each answers a different question. First-touch is best for measuring demand generation, last-touch for closing efficiency, and linear or time decay for a balanced view across the journey. Multi-touch is generally the fairest for budget decisions because it distributes credit across all touchpoints rather than awarding it all to one.
Where do I find my first-touch and last-touch channels?+
In Google Analytics, use Conversions, Multi-Channel Funnels, and Top Conversion Paths to see the ordered list of channels customers interact with before buying. The first channel in the path is your first touch and the last is your last touch. Reviewing real paths is more accurate than assuming, especially if your journey spans several touchpoints.