Campaign Performance Table
The Campaign Performance table compares all active campaigns side-by-side—showing which campaigns drive traffic, conversions, and revenue using first-touch attribution.
Quick start
1. Select a domain (and optionally a conversion path)
2. Review the campaign rows showing sessions, conversions, and revenue
3. Click the expand button on any channel row to see traffic sources
4. Compare CVR (conversion rate) across campaigns to identify top performers
Understanding the table
Table structure
The table uses a hierarchical layout. Campaign header rows show totals for each campaign. Channel rows beneath show the breakdown by marketing channel. Expanding a channel row reveals the traffic sources (utm_source values) within that channel.
Table columns
| Column | What it shows |
| Campaign | The utm_campaign value. '(direct)' indicates traffic without campaign tagging. |
| Sessions | Number of sessions attributed to this campaign using first-touch attribution. |
| Converters | Sessions that resulted in at least one path completion. Each session counts once regardless of multiple conversions. |
| Revenue | Total revenue from converting sessions attributed to this campaign. |
| CVR | Conversion rate: (Converters ÷ Sessions) × 100. Higher percentages indicate more effective campaigns. |
Attribution model
This table uses first-touch attribution. Sessions are credited to the campaign and channel from their first tracked touchpoint. This reveals which campaigns introduce new visitors to your site.
Path-scoped vs sitewide mode
The table behaves differently depending on whether a conversion path is selected:
| Mode | What it measures |
| Sitewide (no path) | Sessions: All sessions with tracked touchpoints. Converters/Revenue: Any path completion on the site. |
| Path-scoped | Sessions: Only sessions that entered the selected funnel. Converters/Revenue: Only completions of the selected path. |
Path-scoped mode provides more focused analysis but may show fewer sessions since it only includes funnel entrants.
Drilling into sources
Click the expand button (chevron) on any channel row to reveal the traffic sources within that campaign and channel combination. Sources are identified by utm_source values. 'direct' indicates traffic without source tagging.
Source rows show sessions, converters, and revenue for each specific traffic source, helping identify which platforms or referrers drive the best results within a campaign.
What should I do next?
| If you see... | Then... |
| Campaign with high sessions but low CVR | Traffic quality issue. Review targeting, landing pages, or audience fit for this campaign. |
| Campaign with high CVR but few sessions | Well-targeted but under-scaled. Consider increasing budget or reach for this campaign. |
| (direct) campaign dominates | UTM tagging may be incomplete. Review all marketing links to ensure proper campaign tagging. |
| Channel performs differently across campaigns | Campaign-specific factors at play. Compare messaging, offers, or audiences between campaigns. |
| High revenue but low converter count | High-value conversions. This campaign attracts fewer but more valuable customers. |
| Source within channel significantly outperforms | Double down on that source. Consider shifting budget from underperforming sources. |
Troubleshooting
Table is not visible
The Campaign Performance table requires cookie-based tracking. If the domain uses cookieless tracking, the section is hidden. First-touch attribution requires visitor journey data.
'(direct)' shows most traffic
Traffic without utm_campaign parameters appears as '(direct)'. Review your marketing links to ensure proper UTM tagging. Internal links should generally not have campaign parameters.
Numbers differ from other reports
This table uses first-touch attribution at the session level. Other reports may use last-click attribution or count conversion events differently. Compare using the same attribution model.
Path-scoped mode shows fewer sessions
This is expected. Path-scoped mode only counts sessions that entered the selected funnel at step 1. Sitewide mode counts all sessions with tracked touchpoints.
FAQ
What does 'first-touch' attribution mean?
First-touch attribution credits the entire session to the campaign and channel from the visitor's first tracked interaction. This helps identify which campaigns introduce new visitors.
Why is 'Converters' different from conversion count?
'Converters' counts unique sessions that had at least one conversion. A session with three purchases counts as one converter. This prevents campaigns from appearing inflated due to multi-purchase sessions.
What's the difference between channel and source?
Channel is the marketing category (Paid Search, Email, Social, etc.). Source is the specific platform or referrer within that channel (google, facebook, newsletter, etc.). Expand channel rows to see source breakdown.
Why does currency show 'MIXED'?
When conversions within a campaign use different currencies, the table displays 'MIXED' rather than attempting to combine incompatible values. Filter by path to see single-currency results.