Channel Performance Table

Channel Performance compares the channels that brought sessions to your website with the sessions, confirmed conversions and revenue associated with those channels.

Use it to understand which channels bring traffic, which receive conversion credit and how efficiently their sessions or conversion-path entrants convert.

Overview

The table can report either:

• Domain-wide channel performance, using tracked sessions for the selected website.
• Path-specific channel performance, using the sessions that entered the selected conversion path.

With Cookie tracking and a persistent visitor identity, you can switch between First-Click and Last-Click attribution. With Cookieless tracking, the table uses each session's acquisition channel and hides the attribution toggle.

Before data appears

Wheremore needs:

1. Interaction tracking installed and enabled for the selected website.
2. Relevant pages added in Manage Session Tracking.
3. Captured sessions with processed attribution-touch data.
4. For conversion figures, a configured conversion path with working steps and zones.
5. Completed conversion, funnel and attribution background processing.

UTM-tagged sessions are needed before named campaigns can be selected.

Access and data scope

• Data is restricted to the active workspace and resources available to the signed-in user.
• You must select a website.
• A selected conversion path must belong to the selected website.
• Date Range, Website, Conversion Path, Campaign, and Audience apply.
• General dashboard Channel and Device filters do not filter this table.
• Markets are not used.
• Date boundaries are inclusive.
• Historical path activity can be reported where data exists for the selected period.

Quick start

1. Select a date range.
2. Select a website.
3. Select a conversion path, or leave the path filter at its domain-wide option.
4. Leave Campaign set to all campaigns unless you need to isolate one campaign.
5. Choose an audience.
6. If Cookie tracking is enabled, compare First-Click and Last-Click.
7. Compare session or entrant volume with converting sessions and revenue.
8. Expand a channel for additional attribution detail.
9. Export the current report when you need the complete table in CSV format.

Apply the filters

Date range

Choose a preset period or custom start and end dates. Custom boundaries are inclusive.

The table only includes sessions and confirmed completions within the applicable reporting period. A conversion path cannot generate valid activity outside its configured schedule.

Website and conversion path

Select a website before selecting a path.

• With no path selected, the denominator is tracked sessions with attribution-touch data.
• With a path selected, the denominator is the fixed cohort of sessions that entered that path during the selected period.

The column names change automatically to show which calculation is being used.

Campaign

Campaign filtering is session-based and works in Cookie and Cookieless modes.

• A named campaign includes sessions associated with that UTM campaign.
• (no campaign) only includes sessions with no non-empty campaign recorded anywhere in the session.
• An untagged interaction does not make a session untagged when another interaction in that session contains a campaign.

Audience

• Prospects includes sessions recorded with authenticated_user = 0 .
• Identified Visitors or Authenticated Users includes sessions recorded with authenticated_user = 1 .
• All Traffic includes both.

Audience classification is separate from Cookie or Cookieless identity. An authenticated session is not automatically a cookie-recognised visitor.

First-Click and Last-Click

The attribution control is available when Cookie tracking provides the persistent identity needed to build a visitor journey.

First-Click

First-Click credits a confirmed conversion to the first channel in the visitor's attribution window.

Use it to understand which channels originally introduced converting visitors.

Last-Click

Last-Click credits a confirmed conversion to the actual final channel before conversion, including a direct visit.

This is Wheremore's literal final-touch view. It can differ from advertising platforms that ignore direct visits or use their own attribution rules and windows.

What the toggle changes

The toggle changes the channel receiving conversion and revenue credit. The table's denominator remains session-based:

• domain-wide reports use tracked sessions assigned to their session channel;
• path reports use selected-path entrant sessions assigned to their session channel.

This means the table is not claiming that all credited conversions occurred in the same session as the attributed first touch.

Read a domain-wide table

Sessions

The number of distinct tracked sessions with attribution-touch data assigned to the channel.

Converting Sessions

The number of distinct sessions with a confirmed path completion credited to the channel under the selected attribution model.

A session is counted once in this column even if it generated more than one qualifying event.

Revenue

The confirmed conversion value credited to the channel for the selected reporting scope.

Revenue is only as meaningful as the values and currencies configured on your conversion paths. Wheremore does not convert values between currencies.

Session CR

Converting Sessions ÷ Sessions × 100

This is a session-based channel comparison, not a visitor conversion rate.

RPV

Revenue ÷ Sessions

RPV means revenue per tracked attributed session in this table.

Read a path-specific table

When you select a conversion path, the table changes its labels.

Path Entrants

The number of distinct sessions in the selected path's fixed entrant cohort assigned to the channel.

The cohort uses valid converter and drop-off journeys recorded against the first ordered path step. Later journey records do not create new entrants.

Converting Sessions

The number of distinct sessions with a confirmed completion of the selected path credited to the channel.

Completions are restricted to the same selected entrant cohort, so unrelated conversions are not introduced into the numerator.

Entrant CR

Converting Sessions ÷ Path Entrants × 100

Revenue / Entrant

Confirmed credited revenue ÷ Path Entrants

Use this view to compare acquisition and attributed conversion performance for one defined journey.

Why a channel rate can look unusual

The session denominator and attribution credit answer different questions.

For example, a visitor can first arrive through Social, return directly in another session and then convert:

• First-Click can credit Social.
• Last-Click can credit Direct.
• The session and path-entrant counts remain session-based.

As a result, a channel can receive credited conversions from a wider visitor journey than the sessions shown against that row. In small samples, a channel rate can therefore exceed 100%, or a credited channel can have conversions but few current-period sessions.

This is not evidence that one session converted more than once. Compare the counts, switch attribution models and review journey reports before drawing a conclusion.

Unknown channel

Unknown preserves sessions and confirmed completions that cannot be assigned confidently to a channel.

This can include:

• missing or blank channel values;
• session-only conversions without the persistent identity required by the selected attribution model;
• conversions whose attribution model record is not yet available.

Unknown is preferable to silently removing valid activity from the table.

Expand a channel

Select the arrow at the end of a row to open supporting attribution detail.

With Cookie tracking, the expanded row can show:

• average days to convert;
• average sessions to convert;
• average touchpoints;
• the percentage marked as first conversion;
• attributed converting sessions and revenue by device;
• average days to convert by device; and
• for Referral, the leading attributed referrer domains.

These are attribution-model details and require a full persistent identity. They can be unavailable in Cookieless mode even when the main session-based row remains valid.

Cookie and Cookieless behaviour

Cookie tracking

When consent and tracking rules provide a persistent visitor identity:

• First-Click and Last-Click are available.
• Conversions and revenue can be credited across qualifying visits.
• Visitor journey averages can be calculated.
• Device and referral attribution breakdowns can be shown.
• Session-only or unmodelled activity remains visible under Unknown where appropriate.

Cookieless tracking

Cookieless reporting uses the acquisition channel recorded for each individual session:

• the First-Click/Last-Click toggle is hidden;
• session and path-entrant counts remain available;
• confirmed converting sessions and revenue remain available;
• campaign and audience filters still work; and
• cross-session visitor journey averages and attribution-only drilldowns are unavailable.

Cookieless does not mean no channel reporting. It means Wheremore does not join separate sessions into a persistent visitor journey.

Currency

For a selected path, the table uses that path's configured currency.

For a domain-wide report, the displayed currency comes from the domain's configured active conversion paths. Wheremore does not convert between currencies. If one website has paths using different currencies, select a single path before comparing or exporting monetary values.

Export CSV

Select Export CSV to download all channel rows for the current:

• workspace;
• date range;
• website;
• conversion path;
• campaign;
• audience; and
• First-Click or Last-Click model.

The export is not limited to expanded rows or visible attribution detail.

Interpret common patterns

• Many sessions, few converting sessions: The channel brings volume but has weak measured conversion efficiency.
• Few sessions, strong revenue: The channel brings a small but valuable audience, or receives credit from a wider multi-session journey.
• First-Click is strong and Last-Click is weak: The channel tends to introduce visitors rather than close the journey.
• Last-Click is strong and First-Click is weak: The channel often appears near conversion.
• Direct increases under Last-Click: Visitors commonly return directly before completing.
• Unknown is large: Review consent, Cookie/Cookieless mode, UTM coverage, identity processing and data timing.
• A named campaign has sessions but no conversions: Confirm the campaign's sessions entered the selected path and allow processing to complete.
• A path has strong entrant CR but little volume: The journey may work well for a small audience; investigate acquisition volume separately.

These are investigation signals, not proof that a channel caused a conversion.

What should I do next?

• Open Marketing Journey Mix to compare complete attributed journeys.
• Use First-Click vs Last-Click Attribution to compare channel credit visually.
• Open Campaign Performance by First-Touch UTM for campaign detail.
• Use Conversion Path Flow to find where path entrants leave.
• Use Path Conversion Rate Trend to see when throughput changed.
• Open Funnel Design Validation to inspect unintended routes and exits.
• Use Session Replay and Page Engagement to investigate friction.
• Open Manage Conversions to validate path steps, zones and values.

Data timing

Channel Performance uses processed attribution touches, funnel journeys, conversion records and attribution models. It is not real time.

Recent tracked sessions can appear elsewhere before their channel, path cohort or confirmed conversion is available here. Allow background processing to finish before treating the latest period as final.

Troubleshooting

Select a domain appears

• Select a website available in the active workspace.
• Confirm the active workspace is correct.
• Confirm you have access to the website.

No rows appear

• Confirm tracking is installed and enabled.
• Confirm relevant pages are tracked.
• Increase the date range.
• Remove campaign and audience filters temporarily.
• If a path is selected, confirm sessions entered it during the period.
• Confirm conversion zones work.
• Allow attribution and conversion processing to finish.

First-Click and Last-Click are not shown

The selected website is using Cookieless tracking. The table uses session acquisition instead because separate sessions cannot be joined reliably into one visitor journey.

A path returns no data

• Confirm the path belongs to the selected website.
• Confirm the selected dates overlap valid path activity.
• Confirm the first path step and its zones are configured.
• Confirm entrant journeys exist.
• Remove campaign and audience filters temporarily.

A channel has conversions but no or very few sessions

Conversion credit can come from the wider visitor attribution journey while the denominator remains session-based. Switch between First-Click and Last-Click, broaden the date range and review the supporting journey reports.

A rate exceeds 100%

The conversion attribution channel and session denominator can refer to different parts of a multi-session journey. This can create rates above 100% in small or highly segmented samples. It does not mean a session was counted repeatedly as a converting session.

Unknown is unexpectedly large

• Confirm channel and UTM data are being captured.
• Confirm Cookie consent allows persistent identity where expected.
• Check whether the website is intentionally Cookieless.
• Allow attribution-model processing to finish.
• Remember that valid session-only conversions are retained as Unknown rather than discarded.

Revenue is missing or appears in the wrong currency

• Confirm the selected path has a value and currency.
• Confirm the conversion produced a confirmed path-completion record.
• Select one path when the domain contains paths with different currencies.
• Allow conversion and attribution processing to finish.

Campaign filtering returns no rows

• Confirm the exact UTM campaign value was captured.
• Confirm campaign sessions occurred during the selected period.
• Confirm the sessions entered the selected path when path filtering is active.
• Allow attribution-touch processing to finish.

Expanded device or referrer details are empty

The expansion requires full attribution-model identity. It can be empty in Cookieless mode or when the selected channel's conversions do not yet have model data.

The table differs from an advertising platform

Wheremore uses its own tracked sessions, conversion paths, attribution window and literal Last-Click rule, including direct visits. Advertising platforms can use different windows, identity systems and direct-visit treatment.

The table differs from the KPI strip

Confirm every filter matches. Channel Performance groups and credits results by channel, while the KPI strip reports overall totals. Channel attribution can move credit between rows without changing the overall conversion outcome.

Frequently asked questions

Is Session CR a visitor conversion rate?

No. Its denominator is distinct tracked sessions.

Does Last-Click ignore direct traffic?

No. Last-Click uses the actual final channel, including Direct.

Does the table work in Cookieless mode?

Yes. It uses each session's acquisition channel. Cross-session First-Click and Last-Click modelling is unavailable.

Why is there an Unknown row?

Unknown preserves valid sessions and completions that cannot be assigned confidently to a modelled channel.

Does the Device filter affect this table?

No. The table deliberately ignores the general dashboard Device and Channel controls. Use the expanded attribution detail where available.

Does the table use markets?

No. Conversion tracking is scoped by workspace, website, path, campaign, audience and date rather than search market.

Does Export CSV contain every row?

Yes. It regenerates the complete Channel Performance report for the active scope.

Related guides

• Understanding Conversion Tracking
• Manage Conversion Paths
• Conversion Performance KPIs
• Path Conversion Rate Trend
• Conversion Path Flow
• Marketing Journey Mix
• First-Click vs Last-Click Attribution
• Campaign Performance by First-Touch UTM
• Funnel Design Validation
• Manage Session Tracking