Linear Attribution
By the AdFlint research team · Last reviewed July 2026
Splits conversion credit evenly across every touchpoint in the path, so a five-touch journey gives each interaction twenty percent.
Every recorded interaction receives an identical share of the conversion, which makes long paths visible without asserting that any one step mattered more. Analysts use it as a neutral starting point when comparing channel involvement rather than channel impact. Google Ads and GA4 removed it from their reporting in 2023, though it remains standard in other analytics tools. The trap is treating equal credit as evidence of equal influence.
Linear Attribution compared with
The settings this gets confused with, and how to tell them apart.
You should not need to know this to advertise.
AdFlint handles the settings for you, inside the Google and Meta accounts you already own.
Try AdFlint free