Channel Performance Table

The Channel Performance table compares marketing channels using first-click and last-click attribution models—revealing which channels start conversions and which channels close them.

Quick start

1. Select a domain and optionally a path

2. Review the default First-Click view to see which channels introduce converters

3. Switch to Last-Click to see which channels close conversions

4. Expand any row to see device breakdown

Understanding attribution models

Attribution models determine how credit for conversions is assigned to marketing channels.

Model	What it measures
First-Click	Credits the channel that introduced the visitor. Reveals which channels bring new prospects into the funnel.
Last-Click	Credits the channel from the final touchpoint before conversion. Reveals which channels close deals.

Use the toggle buttons above the table to switch between models. The table header shows which model is active.

Understanding the columns

The table displays different columns depending on whether cookie tracking is enabled.

Column	Meaning
Channel	Marketing channel name (Paid Search, Organic Search, Direct, Email, etc.).
Sessions	Total sessions attributed to this channel. In path mode, this equals path entrants.
Converting Sessions	Sessions that led to path completions.
Revenue	Total revenue attributed to this channel.
Avg. Days	Average days from first touch to conversion.
Sessions to Convert	Average number of sessions before conversion.
Touchpoints	Average touchpoints per converting session.
Session CR	Session conversion rate: Converting Sessions ÷ Sessions × 100.
RPV	Revenue per session.
New Customer %	Percentage of converting sessions from first-time customers.

Cookieless mode

Without cookie tracking, the table shows simplified metrics from aggregate data: Channel, Sessions, Converting Sessions, Revenue, Session CR, and RPV. Journey-level metrics like Avg. Days and Touchpoints are not available.

Recognised channels

Channel	Traffic sources included
Paid Search	Google Ads, Bing Ads, and other paid search platforms.
Organic Search	Google, Bing, DuckDuckGo, and other search engines (unpaid).
Direct	Direct URL entry, bookmarks, or untracked sources.
Email	Email marketing campaigns.
Social	Organic social media traffic.
Paid Social	Paid social advertising (Facebook Ads, LinkedIn Ads, etc.).
Referral	Links from other websites.
Display	Display advertising networks.
Affiliate	Affiliate marketing partners.

What should I do next?

If you see...	Then...
High first-click, low last-click for a channel	Channel introduces prospects but doesn't close. Good for awareness; pair with retargeting.
Low first-click, high last-click for a channel	Channel closes deals but needs other channels to generate awareness first.
High sessions but low conversion rate	Traffic quality issue. Review targeting, landing pages, or audience alignment.
High conversion rate but low sessions	High-quality channel at low volume. Consider scaling investment.
Long Avg. Days for a channel	Channel attracts visitors early in the buying journey. Consider nurture sequences.
High Touchpoints for a channel	Visitors need multiple interactions. Ensure consistent messaging across touchpoints.
Low New Customer % for a channel	Channel drives repeat purchases. Valuable for retention but limited for growth.

Expanding rows

Click the chevron (▼) on any channel row to see a breakdown by device type. For the Referral channel, a second section shows top referring domains.

Device breakdown

Shows converting sessions, revenue, and average days to convert for each device type (Desktop, Mobile, Tablet). Use this to identify device-specific performance issues.

Referrer breakdown

Available only for the Referral channel. Shows the top referring domains by converting sessions and revenue. Use this to identify valuable referral partners.

Exporting data

Click Export CSV to download the table data. The export includes all visible columns and respects the current attribution model selection. Use exports for deeper analysis in spreadsheets or reporting tools.

Troubleshooting

Table shows 'No data available'

No channel data exists for the selected filters. Try expanding the date range or removing path/campaign filters.

Attribution model toggle is hidden

The domain uses cookieless tracking, which doesn't support attribution models. The table shows aggregate data instead.

Sessions don't match other reports

The Channel Performance table uses session-level metrics with identity filtering. In path mode, sessions equal path entrants (sessions reaching step one). Other reports may use different session definitions.

Expand button shows no device data

Device breakdown requires cookie tracking and converting sessions for that channel. If the channel has no conversions or the domain is cookieless, device data is unavailable.

FAQ

Why is Session CR different from the KPI conversion rate?

Session CR in this table is calculated per channel: Converting Sessions ÷ Sessions for that specific channel. The KPI conversion rate uses total path entrants as the denominator. These measure different things—channel efficiency vs overall path performance.

Why do first-click and last-click totals differ?

The totals represent the same conversions attributed differently. In first-click, Organic Search might get credit for a conversion that last-click attributes to Email. The total conversions remain the same; the distribution changes.

What does '(unknown)' channel mean?

Sessions where the channel couldn't be determined. This typically happens when UTM parameters are missing and the referrer is blank or unrecognised.

Can I see both attribution models simultaneously?

The table shows one model at a time. Export both views to CSV for side-by-side comparison in a spreadsheet.