Channel Performance
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      Channel Performance Summary

      Below you'll observe how to access and review your Channel Performance Dashboard...

      1. At the top of the Homepage, you'll observe the navigation tabs
      2. Select Category: Attribution
      3. Select Subcategory: Channel Performance

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      This dashboard offers:

      1. A summary of the top 5 Channels for Orders, Customer Acquisition, Customer Retention, and Sales.
      2. The ability to filter results by Audience Name, Attribution Model and selected time periods.

       

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      Attribution Model definitions are:

      • Linear Interaction – The percentage of touchpoints that are applied to the sale. For example, a total of 4 Touchpoints, 2 Organic and 1 Paid Search and 1 Paid Social – The Organic Touchpoint would attribute to 50% of the sale and the Paid Search and Paid Social Touchpoints would attribute to 25% of the sale each.
      • Last Interaction – The last touchpoint made before the conversion. So, this would be the last source at which someone came to the site and converted.
      • First Interaction – The first interaction within the time period set at the top of this dashboard. So, this would be the first visit before they converted in the chosen 'window size' since their previous order.
      • Last Non-Direct – The last touchpoint, whilst ignoring 'direct'. However, if the only touchpoint is 'direct' then this rule does not apply.
      • Last Ad Interaction – If within the specified attribution window they have come to the site through an ad, this will be attributed to a Paid Search Touchpoint. If they have not interacted with an ad, then it will be attributed to the last interaction.
      • Last Email Interaction –  If within the specified attribution window they have come to the site through an email, this will be attributed to an Email Touchpoint. If they have not interacted with an email, then it will be attributed to the last interaction.
      • Last Direct Mail – If within the specified attribution window they have come to the site through Direct Mail, this will be attributed to a Direct Touchpoint. If they have not interacted with Direct Mail, then it will be attributed to the last interaction.
      • Last Paid Social – If within the specified attribution window they have come to the site through a Social Ad, this will be attributed to a Paid Social Touchpoint. If they have not interacted with a Social Ad, then it will be attributed to the last interaction.
      • Position Based –  When 40% of the total sales is attributed to the first interaction and 40% of the total sales is attributed to the last interaction. Any touchpoints made in the middle are split over the remaining 20%. For example: if a Paid Social Touchpoint was the first interaction and an Organic Touchpoint was the last interaction, however, an interaction was made through Paid Search and Email between these, Paid Search and Email would attribute 10% of the sales each.
      • Time Decay – This means that sale is more heavily weighted to the most recent touchpoint. Time-decay attribution is a multi-touch attribution model that gives some credit to all the channels that led to your customer converting, with that amount of credit being less (decaying) the further back in time the channel was interacted with.

       

      Please refer to the Channels Comparison Article for further insights into this data.