W-shaped attribution assigns significant credit to first touch, lead creation, and opportunity creation touchpoints, distributing the remainder across supporting interactions.
This model closely mirrors complex B2B journeys where meaningful influence occurs at several conversion milestones. It provides a balanced approach for teams seeking visibility across both early- and mid-funnel performance drivers.
W-shaped attribution sits alongside other multi-touch models such as U-shaped and full-path attribution, offering a more nuanced view of how different touchpoints contribute to progression through the funnel.