Linear ROI

The Linear attribution model looks across the customer journey's most important touchpoints to determine where your marketing is working.

Linear attribution divides credit for each sale between 1-4 clicks in the customer journey. It then attributes all future lifetime revenue back to those clicks.


Think about all the campaigns you have running on all the channels.   You likely have 3-10 different marketing channels with multiple campaigns, targeting, ads, and landing page offers.  Wicked Reports looks at all of them. 

Let's take this sample illustration of a rather simple marketing campaign (that is already complex to model for you in a slide!)


The Linear attribution model looks across inbound marketing activity from a contact. It specifically looks at the most important customer journey touchpoints to determine credit: First Click, First Optin, Re Optin, and Last Click. If any or all of those touchpoints have attribution, they receive credit in the Linear model.


Linear ROI is a fractional revenue credit model. It is likely that more than 1 click receives fractional revenue credit for each sale. The total revenue from each sale is distributed equally among the attributed clicks of First Click, First Optin, Re Optin, and Last Click.

This includes subscription rebills, sales done on the phone, additional future one-time purchases, orders you take offline and import to Wicked, as long as they are sent to us somehow, we attribute them for you automatically back to the selected clicks.


Linear attribution can be used to reconcile against your order system.  It works great to give you a complete picture of your marketing performance.

To learn about the other attribution models, follow this link: Determining the Correct Attribution Model.