B2B attribution simulator · v2 · 2026-05

Same revenue. Same ad spend. Six different ROAS values.

For B2B with multi-touch sales cycles, your reported ROAS depends entirely on which attribution model you pick. Drag the sliders below to watch how the same conversion gets carved up differently across six standard models.

Preset:

Inputs● live

Total revenue

Ad spend

Touchpoints in journey 7

Paid Google Ads position 3

Sales cycle 45days

Journey:

Credit distribution by model

ROAS by model● computing

Drag any input to see how the same revenue gets attributed differently.

What each model does

Last-click

100% of credit to the final touch. If paid isn’t the last touch, paid gets zero — the dominant structural bias in B2B reporting.

First-click

100% of credit to the first touch. Inverse bias of last-click. Useful for top-funnel attribution but hides bottom-funnel effort.

Linear

Equal credit per touchpoint (1/N). Treats every touch as equally responsible. Simple but blind to recency and position.

U-shaped

40% to first, 40% to last, 20% spread across middle. Useful when the intro and close moments are clearly the most influential.

Time-decay

Credit decays exponentially with days since touch (7-day half-life — Google’s default). Heavily favors touches near the conversion event.

Data-driven

Approximates Google’s data-driven model: linear baseline with mid-funnel boost. Real DDA requires significant conversion volume per path.

Typical journey shapes by B2B vertical

Approximate touchpoint counts and paid-position ranges. Use as a starting point for your own measurement, not as a substitute.

Vertical	Touchpoints	Typical paid position	Sales cycle	Best-fit model
SaaS self-serve	2–4	1–2	1–14 days	First-click or Linear
SaaS PLG short cycle	3–5	2–3	7–30 days	Linear or Time-decay
SaaS mid-market	5–8	2–4	30–60 days	U-shaped or Data-driven
SaaS enterprise	8–12	3–5	60–180 days	U-shaped or Data-driven
Enterprise services	10–15	4–7	120–240 days	U-shaped
Fintech B2B	4–8	2–4	21–60 days	Time-decay
Marketplace seller-side	4–6	2–4	14–45 days	Linear
Manufacturing / industrial	6–10	3–6	45–120 days	U-shaped

Open dataset: B2B attribution patterns

The 8-vertical journey-shape table as a CSV with derived credit fractions per model. CC-BY 4.0.

↓ b2b-attribution-patterns.csv

Simulator maintained by Darshita Oza, performance marketer working on B2B accounts (LinkedIn). Methodology and source: /methodology/. Questions or corrections: contact.