All multi-touch attribution models distribute conversion credit across multiple touchpoints, but they do it in different ways. Linear attribution splits credit evenly across every touchpoint. Time-decay gives more weight to interactions closer to conversion. Position-based (U-shaped) typically assigns 40% to first touch, 40% to last touch, and splits the remaining 20% among middle interactions. Data-driven attribution uses machine learning to assign credit based on actual impact, which usually means unequal distribution that reflects real influence. Single-touch models like last-click or first-click don't distribute credit at all—they give 100% to one interaction. That's why they're misleading for any business with a multi-step buyer journey, which is most B2B and considered purchases. In practice, we see Canadian businesses default to last-click in Google Analytics because it's the standard setting, which systematically undervalues top-of-funnel content and early-stage SEO efforts. A lead might read three blog posts, download a guide, then convert via a branded search two weeks later. Last-click gives all credit to that final branded search, making your content marketing look worthless in reports. At Ottawa SEO, we typically recommend starting with position-based attribution for clients running both paid and organic channels. It acknowledges that both awareness and conversion matter without requiring the conversion volume that data-driven models need to function properly. You need roughly 400+ conversions per month and 10,000+ ad clicks for data-driven to work well in Google Ads. The real insight comes from comparing models side-by-side in GA4's Model Comparison report. If your organic traffic gets 25% credit in linear but only 8% in last-click, that gap tells you SEO is doing significant early-stage work that last-click hides. That difference matters when you're deciding whether to increase content budget or cut it. No attribution model is objectively correct—they're lenses that reveal different aspects of how your channels actually work together.