Channel Attribution report: Key performance indicators

Focus on the following KPIs when you analyze data in the Channel Attribution report. If all three types of attribution are not enabled for your client ID, your report has only the metrics for the defined types.

If you are in the Financial Services, Travel, or Content verticals, replace Sales in the KPI name with the appropriate value for your vertical.

Sales

The value of total purchases that occur in sessions from this marketing channel in the report date range.

First Click Sales

The value of total purchases in the report date range from visitors whose first session during the attribution window came from this channel. The attribution window is the longest first-click attribution window that is defined for the client ID.

Avg Click Sales

The value of total purchases in the report date range from visitors who came from this channel at least once during the attribution window.

Last Click Sales

The value of total purchases in the report date range from visitors who came from this channel on their last session in the report date range.

Sales First/Last Ratio

First Click Sales divided by Last Click Sales.