Attribution
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Every model below distributes the same 8,940 conversions. The model you pick decides which channel looks like it is working, so pick it once and keep it.
Credit by model
Last touch
First touch
What changes
AI assistants get 172 conversions under last touch and 574 under first touch, a 3.3x difference. They introduce people who come back another way.
Direct moves the other way, 1,788 down to 1,102. Much of what looks like direct traffic is a return visit.