Abstract: Methods and systems are provided for facilitating generation and utilization of causal-based models. In embodiments described herein, a set of events comprising touchpoints resulting in a conversion are obtained. A direct attribution indicating credit for an event contribution to the conversion is determined. An adjusted attribution for the event based on the direct attribution for the event augmented with an indirect attribution for the event is determined. The indirect attribution can be identified based on the event causing a subsequent event of the set of events to result in the conversion. Thereafter, the adjusted attribution for the event is provided to indicate an extent of credit assigned to the event for causing the corresponding conversion.