We then estimate the relative weight each touch played in leading to a conversion. This estimation is done by allocating “points” to touches: each conversion is worth exactly one point, and that point is divvied up between the customer’s touches. There are four main ways to divvy up this point:First touch: Attribute the entire conversion to the first touchLast touch: Attribute the entire conversion to the last touchForty-twenty-forty: Attribute 40% (0.4 points) of the attribution to the first touch, 40% to the last touch, and divide the remaining 20% between all touches in betweenLinear: Divide the point equally among all touches