Conversion Acquisition Performance

Conversion Acquisition performance reports where converting sessions came from. Three tabs answer different questions: Channels and Campaigns group the selected sessions by where they entered, and First vs last compares two ways of crediting completions across channels.

The first two tabs describe the sessions the dashboard already selected. The third distributes credit for their completions, which is a different exercise with different rules and its own caveats.

Channels and campaigns

Both tabs report one row per entry source, with the same columns.

Grouping follows the session's own entry, so a row describes where the visit that started the path came from. Selecting any column heading except Configured value sorts by it, and the table pages ten rows at a time.

Some rows describe an absence rather than a source, and they are kept distinct:

Sessions without an assignable entry source remain in the table rather than being dropped, so the row totals still reconcile with the dashboard's starting session count.

Where outcome evidence is incomplete in a row, its conversion rate is withheld rather than calculated from partial data. Where some completions have no configured value, the row reports the known amounts and the number of completions without one.

First vs last

This tab compares two attribution models over the same completions. First touch credits the earliest retained touchpoint before the completion, and last touch credits the most recent one.

The Measure selector switches between conversion credits and configured value. A currency selector appears with the value measure where more than one currency is present.

The summary line reports how many completions carried eligible attribution evidence, out of all completed attempts in the selection.

How to read the credits

A credit is one completed attempt under one model, not one unique session. Where a session completed the path more than once, each completion can receive its own credit, so credits can exceed converting sessions.

The two models are alternative allocations of the same completions. Adding first-touch and last-touch figures together double-counts them.

Results are provisional. First and last refer to the touchpoints retained in the evidence, and the full history before the completion is not confirmed, so an earlier touchpoint may exist that was never retained. Completions without eligible evidence are excluded from both sides and reported in the notes.

A dash means the figure is unknown, not zero.

Attribution and the campaign filter

The dashboard's campaign filter selects sessions by the campaign recorded on their entry. It does not select by the campaign on the credited touchpoint, so a filtered view still credits whichever channels the models identify.

Export

Export CSV downloads every row in the current tab, in its current sort order, not only the page on screen. The file ends with the selection and the notes that apply, and the attribution tab exports whichever measure is selected.

Troubleshooting

Channel totals and campaign totals do not add up together

They are two views of the same sessions, grouped differently. Each tab totals to the same starting session count, so the two tabs should never be added to each other.

Conversion credits exceed converting sessions

Credits count completed attempts, including repeats, while converting sessions count each session once. Both are correct for their own question.

First and last touch show identical figures

Every eligible completion in the selection had a single retained touchpoint, so the same touchpoint is both first and last. The channel sequences tab in Conversion journeys shows the touch counts behind this.

A row's conversion rate is blank

Some outcomes in that row could not be established. The rate is withheld rather than calculated from incomplete evidence, while the counts still report what was observed.

Some completions are missing from attribution

Completions without eligible attribution evidence are excluded from both models and counted in the notes. They remain in the conversion totals elsewhere on the dashboard.

A channel with conversions shows no configured value

Value is reported only where an amount was configured for those completions. The notes report how many completions had no known value, which is not the same as a value of zero.