Customer Journey Touchpoint Planner

Estimate the contribution and ROI of each marketing touchpoint using different attribution models. Built for marketers, growth teams, and founders. Everything runs in your browser—no data is sent online.

Estimates only. Verify with your analytics data.

Touchpoint Inputs

Attribution Model

Touchpoint	Cost ($)	Clicks	Conversions	Revenue ($)

Total Conversions (Journey)

Total Revenue ($, Journey)

Attribution Results

Total Cost

$0.00

Total ROI

Assumptions Used

• Model: Linear
• Total Conversions: 100
• Total Revenue: $5000

Touchpoint	Attributed Conv.	Attributed Rev.	ROI

Why Touchpoint Planning Matters

Understanding which marketing channels truly drive conversions and revenue is critical for budget allocation. Different attribution models can dramatically change the perceived value of a touchpoint, affecting decisions on where to invest.

Input Definitions & Sources

Input	What it represents	Where to find it	Common pitfall
Cost	Total spend on a specific channel or campaign.	Ads platform (Google Ads, Meta), marketing spreadsheet.	Not including platform fees or creative costs.
Clicks	Number of clicks from that touchpoint.	Google Analytics 4, ads platform, UTM reports.	Counting bot clicks or internal traffic.
Conversions	Conversions directly linked to this touchpoint (last‑click).	GA4, CRM, ads platform conversion tracking.	Using different conversion definitions per channel.
Revenue	Revenue directly attributed to this touchpoint.	E‑commerce platform, CRM, revenue attribution tool.	Mismatch between attribution window and sales cycle.

Step‑by‑Step Guide

Add each marketing touchpoint (channel/campaign) using the “+ Add Touchpoint” button.
Fill in the Cost, Clicks, Conversions, and Revenue for each, using data from your analytics.
Enter the total conversions and revenue for the entire customer journey.
Select an attribution model to see how credit is distributed.
Review the attributed conversions, revenue, and ROI per touchpoint.

Realistic Examples

Example 1: E‑commerce Campaign

Touchpoints: Paid Search (Cost: $500, Clicks: 200, Conversions: 10, Revenue: $800), Social Ads (Cost: $300, Clicks: 150, Conversions: 5, Revenue: $400).

Total Journey: Conversions: 12, Revenue: $1,200. Model: Linear.

Outcome: Paid Search gets ~58% of credit, Social ~42%. ROI differs significantly per model.

Example 2: B2B Lead Generation

Touchpoints: Content SEO (Cost: $200, Clicks: 1000, Conversions: 20, Revenue: $0), Email Nurture (Cost: $50, Clicks: 200, Conversions: 15, Revenue: $6000).

Total Journey: Conversions: 25, Revenue: $6,000. Model: Position‑Based.

Outcome: SEO gets 40% credit for early‑stage influence, Email gets 40% for closing.

Interpretation Guide

High ROI but low attributed conversions: The channel may be efficient but has limited scale. Consider increasing budget cautiously.
Low ROI across all models: Re‑evaluate channel‑specific messaging, targeting, or landing pages.
Large variance between models: The touchpoint plays different roles in the journey. Use multi‑touch analysis.

Before acting, double‑check:

Data collection window consistency across all inputs.
Attribution windows match your sales cycle (e.g., 30‑day vs 90‑day).
All revenue includes taxes, shipping, returns where appropriate.

Common Mistakes Checklist

Using last‑click data only for all models Mixing time periods (e.g., monthly cost with weekly clicks) Not aligning attribution windows with purchase cycles Omitting channel overhead costs (e.g., creative, software) Comparing ROI across channels with different conversion goals

Scenario Comparison: Model Impact

See how the choice of attribution model changes the credited revenue for a touchpoint. Adjust the base revenue and observe the shift.

Base Revenue for Touchpoint ($)

$100 $2,500 $10,000

Other Touchpoints in Journey

Model	Credited Revenue	Change vs Last‑Touch

Frequently Asked Questions

How accurate are these estimates?

They are estimates based on the formulas and inputs you provide. Real‑world attribution is more complex due to cross‑device behavior, offline conversions, and view‑throughs. Use this for directional planning.

Which attribution model should I trust?

No single model is “correct.” Last‑touch is simple but undervalues awareness. Linear is fair for full‑funnel. Use model comparison to understand the range of possible influence. Align with your business model (e.g., B2B long cycles favor first‑touch or time‑decay).

Why do my total journey conversions differ from the sum of touchpoint conversions?

That’s expected. In multi‑touch journeys, a single conversion is often counted multiple times (once per touchpoint) in last‑click reports. This tool re‑distributes the total journey conversions based on your chosen model.

Where should I get the most reliable input data?

Use your primary analytics platform (GA4, Adobe Analytics) for clicks and conversions. Pull cost data directly from ad platforms. For revenue, use your CRM or e‑commerce platform, ensuring the attribution window matches.

Formulas & Assumptions

Linear Attribution: Each touchpoint receives equal credit: 1 / (number of touchpoints).
Position‑Based (40‑20‑40): First and last touchpoints get 40% credit each, remaining touchpoints split the middle 20% equally.
Time‑Decay: Credit = (touchpoint position index) / sum of all indices, where later positions have higher indices.
ROI: (Attributed Revenue – Cost) / Cost, expressed as a percentage.
Rounding: All currency values rounded to 2 decimal places, percentages to 1 decimal place.

For informational and educational purposes only. Estimates depend on your inputs and simplifying assumptions. This tool does not replace professional marketing, analytics, or financial advice.

Sources & References:

Basic marketing math: CTR, CVR, CPA, ROAS • Attribution model basics (first‑touch, last‑touch, linear, time‑decay, position‑based) • Multi‑touch attribution concepts

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