Campaign Performance Table

Campaign Performance shows which campaigns first brought converting sessions into your website. It organises results from campaign to channel to source, helping you compare traffic volume, conversion performance and revenue without losing the original acquisition context.

The report uses captured UTM data and Wheremore conversion records. It is session-based: each included session is assigned to its earliest available attribution touch and counted once in the corresponding campaign and channel.

Before you begin

For useful results:

Install the Wheremore tracking script and enable tracking for the website.
Add the relevant pages under Manage Session Tracking.
Use UTM-tagged links for campaigns you want to identify by name and source.
Configure conversion paths, steps and zones under Manage Conversions.
Allow time for interaction, conversion and attribution processing to complete.

The report can include both cookie and cookieless traffic. Cookie tracking provides a more durable visitor identity elsewhere in attribution reporting, but this table continues to use sessions as its counting unit.

Choose the reporting scope

Campaign Performance follows the shared Conversion Dashboard filters:

Date range limits the sessions and conversions included. Preset and custom date ranges use UTC reporting boundaries.
Website determines which website supplies sessions, attribution touches and conversions.
Conversion path optionally limits the report to sessions entering one configured path and conversions completing that path.
Campaign narrows the report to one first-touch campaign, including (no campaign) where available.
Audience switches between prospects, identified visitors and all traffic.

Markets do not apply to this report. Campaign performance is based on website behaviour and attribution data rather than search-ranking markets.

If no website is selected, the table remains hidden until a valid website is available.

How first-touch campaign attribution works

For each included session, Wheremore finds the earliest stored attribution touch available up to the end of the selected reporting period. It then reads:

utm_campaign as the campaign;
the classified channel from the same touch; and
utm_source as the source when you expand a channel.

If the first touch has no campaign value, the session appears under (no campaign). If it has no UTM source, the source drill-down falls back to the classified channel, or Unknown where neither is available.

This is first-touch attribution within the session. It is not the visitor-level First-Click model used by some other attribution reports, and it does not reproduce the attribution rules used by Google Ads, Meta or LinkedIn.

UTM values should be applied consistently. Named campaign filters use the captured campaign value, so differences in spelling or capitalisation can separate what was intended to be one campaign.

Read the table hierarchy

The table has three levels:

Campaign — the utm_campaign value from the session’s first touch.
Channel — the channel classification associated with that first touch.
Source — the captured utm_source , with channel or Unknown used as a fallback.

Select the arrow beside a campaign to show its channels. Select a channel to show its source rows.

Campaigns with conversions open their channel breakdown automatically. Non-converting campaigns remain collapsed unless you open them.

Understand the metrics

Sessions

Without a conversion path selected, Sessions is the number of distinct website sessions assigned to that campaign and channel.

With a path selected, it represents distinct sessions that entered the selected path during the reporting period. The table keeps the shorter Sessions label, but the denominator is path entrants.

Converting sessions

The number of distinct included sessions with a confirmed path completion during the selected period.

When a path is selected, only completions of that path are counted. Without a path selected, confirmed path completions for the selected website are included.

Revenue

The sum of conversion value attached to the included confirmed conversions.

Revenue depends on the value and currency configured for conversion paths. Wheremore does not convert currencies in this report. If a row contains more than one currency, it is marked MIXED and no single currency symbol is applied.

Zero-value conversions can still increase Converting Sessions even when Revenue remains zero.

CVR

The session-based conversion rate:

Converting sessions ÷ Sessions × 100

When a path is selected, this is therefore a path-entrant conversion rate.

Understand (no campaign)

(no campaign) means the first attributed touch for the session did not contain a usable utm_campaign value. This can include:

direct visits;
organic visits;
referrals without UTM tags;
links missing utm_campaign ; and
legacy or incomplete tracking data.

It does not mean that the session had no meaningful source. Expand the row to inspect its channels and sources.

Some older untagged labels are normalised into (no campaign) so they do not appear as separate pseudo-campaigns.

The table works in both tracking modes:

Cookie mode can preserve visitor identity for wider attribution analysis, subject to consent and browser restrictions.
Cookieless mode keeps sessions separate and does not join activity across visits.

Campaign Performance itself remains session-based in either mode. It does not claim that two sessions on different devices belong to the same person.

Use the Audience filter independently of tracking mode:

Prospects shows unauthenticated traffic.
Identified visitors shows traffic marked as authenticated.
All traffic combines both.

Filter and explore the table

Hide non-converting

Use Hide non-converting to focus on campaigns that produced at least one confirmed converting session in the selected scope.

Leave it off when auditing campaign tagging or looking for campaigns that attract visits but fail to convert.

Expand campaigns and channels

Expand a campaign to compare its channels. Expand a channel to inspect its source breakdown.

This is useful when one campaign name is distributed through several channels or sources, such as email, paid social and partner links.

Export CSV

Use Export CSV to download the full scoped hierarchy. The export includes campaign, channel and source rows with:

sessions;
converting sessions;
revenue;
currency; and
conversion rate.

The export is not limited to rows currently expanded or visible on screen. Large reports may take longer because Wheremore retrieves the source detail needed for the complete file.

Recommended workflow

Select the website, reporting period and audience.
Start without a campaign filter to compare all first-touch campaigns.
Review Sessions, Converting Sessions, CVR and Revenue together.
Expand a promising or underperforming campaign.
Compare its channels, then open a channel to inspect sources.
Apply a specific campaign filter when you need a focused view.
Select a conversion path to judge campaign performance against one funnel.
Export the report for campaign planning or offline analysis.

What the patterns can indicate

High sessions, low CVR may indicate weak audience fit, poor message continuity or friction after arrival.
Low sessions, high CVR may identify a small but valuable campaign worth expanding.
Conversions with zero revenue usually indicate a zero-value or lead-generation path.
Large (no campaign) traffic may be normal for direct and organic acquisition, or may reveal missing UTM tags.
One campaign split across similar labels usually indicates inconsistent UTM naming.
A strong campaign with one weak channel suggests the offer works, but that distribution route or landing experience may need attention.

Treat these as investigation prompts rather than proof of cause. Use the other Conversion Dashboard reports and Session Replay to examine what happened after acquisition.

Important limitations

The report depends on captured attribution touches and processed conversion data; it is not real-time.
First touch is session-level, not a guaranteed cross-session or cross-device customer identity.
Only confirmed conversion path completions count as converting sessions.
A completion outside the selected date range is not counted in that period.
UTM naming inconsistencies create separate rows.
Currency values are not converted before aggregation.
Tracking exclusions, consent decisions, deleted interactions and incomplete UTMs can reduce available detail.
The report does not use search-ranking markets.

Troubleshooting

The table is empty

Check that:

a website is selected;
the website has tracked sessions in the chosen period;
attribution processing has run;
the audience filter is not excluding the available traffic;
the selected path belongs to the website; and
the selected campaign exists in the current scope.

Try a longer date range, All traffic, no campaign filter and no path filter.

A campaign appears under (no campaign)

The session’s first stored attribution touch did not contain utm_campaign . Check the original link and ensure the campaign parameter is present before the visit begins.

Similar campaign names appear separately

UTM values were captured differently. Standardise campaign names, capitalisation and spacing in future links. The UTM URL Builder can help.

A campaign has conversions but no revenue

The conversion may use zero value, or its configured fixed value may be zero. Review the conversion path’s value settings.

Totals differ from another attribution report

Check the model and denominator. This table uses the first touch of each included session. Other reports may use last touch, visitor-level attribution, path completions only, or different date rules.

Source rows show a channel name

No utm_source was captured for that first touch, so the report used the classified channel as a fallback.

Revenue shows MIXED

The row contains conversions recorded in different currencies. Wheremore does not perform currency conversion in this report.

Frequently asked questions

Does the table show all visits influenced by a campaign?

No. Each included session is credited to its earliest available attribution touch, so later campaign touches do not receive credit here.

Does selecting a path change the conversion-rate denominator?

Yes. Sessions becomes the number of distinct entrants to the selected path, and Converting Sessions becomes the entrants with a confirmed completion of that path in the selected period.

No. This report remains session-based and does not claim cross-device identity.

Can (no campaign) still contain useful channels?

Yes. Expand it to see classifications such as direct, organic search or referral and any source information that was captured.

Does Export CSV include collapsed rows?

Yes. It builds a complete export of campaign, channel and source data for the selected scope.

Conversion Analytics overview
Conversion KPI metrics
Channel Performance
Marketing Journey Mix
First-Click vs Last-Click Attribution
Funnel Design Validation
Manage Conversion Paths, Steps and Zones
UTM URL Builder
Manage Session Tracking