U-shaped attribution (also known as position-based attribution) assigns credit primarily to the first touch and lead-conversion touch, with the remaining credit distributed across middle touchpoints.
In B2B environments with lengthy buying cycles, this model highlights the importance of early-stage awareness and the conversion point that establishes a lead as marketing-qualified. It reflects the reality that initial introduction and qualification moments often have the greatest influence on purchase trajectory. By emphasising early interactions, U-shaped attribution helps demand generation leaders optimise top-funnel efforts while maintaining accountability across the full buyer journey.
