If you want to emphasize the touchpoints that initially captured leads' attention and the touchpoints that directly led to conversions, which attribution model should you use in your report?

The U-shaped attribution model assigns the most credit to the first touch that captured a lead and the touch that directly led to a conversion, while distributing the remaining credit evenly across intermediate interactions. This highlights both lead generation and deal-closing activities. In HubSpot, this model is ideal for understanding which campaigns initiate engagement and which finalize conversions. It balances early and late touchpoints without neglecting the influence of middle-of-funnel interactions. Using U-shaped attribution provides a clear view of key high-impact moments in the buyer journey.