Editing Conversion Attribution report (section)

== Step-by-step instructions ==

### Filtering Data in the Conversion Attribution report

The filter bar located at the top of the report allows you to view data based on several parameters, including the following:

* '''Conversion''' - Filter by all conversions or a specific conversion in your account.
* '''Measure''' - Filter data by either the count or value of your conversions. If filtering by value, you can further filter by currency.
* '''Currency''' - This filter is available only when viewing "Value" as the selected measure and will display a dropdown of all currency types you have set up for your conversions.
* '''Conversion Date''' - Set a date range to view conversions within your selected timeframe, including options for today, yesterday, last 7 days (default), last 30 days, last 90 days, or a custom range.
* '''Attribution Window''' - Often referred to as the "lookback window" or "conversion window," this defines the period during which a touchpoint occurred that led to the conversion. Options include 7 days (default), 14 days, 30 days, 90 days, 180 days, or 365 days.

To apply these filters, click the corresponding dropdown and select your desired options. The report page will then refresh to show your conversion data according to the parameters you set.

### Information Included in the Conversion Attribution Report

The report provides several key statistics and insights, including:

#### Conversion Attribution Stats

The top three stats displayed give a quick overview of conversion data for the current date period defined by your Conversion Date filter. The statistics will vary based on the option you selected in the '''Measure''' filter:

- **If 'Count' is selected**:
  * **Conversion (Current Period)** - Total conversions for the selected current period.
  * **Conversion (Previous Period)** - Total conversions for the previous period, which will be indicated in the filter bar.
  * **% Change of Conversion** - Percentage change from the current period to the previous period.

- **If 'Value' is selected**:
  * **Value (Current Period)** - Total value of conversions for the selected current period.
  * **Value (Previous Period)** - Total value of conversions for the previous period, displayed as above.
  * **% Change of Value** - Percentage change from the current period to the previous period.

#### Attribution Source Over Time

This section shows the count or value for specific sources leading to conversions, dependent on the selected option in the '''Measure''' filter. 

- **If 'Count' is selected**: Displays total conversions split by specific touchpoints over designated time periods.
- **If 'Value' is selected**: Displays revenue generated by each touchpoint over specified timeframes.

#### Top Conversions

The Top Conversions section showcases high-performing conversions that occurred in the selected current and previous periods as defined by your Conversion Date settings.

- **If 'Count' is selected**: Displays the most frequently occurring conversions in the current timeframe.
- **If 'Value' is selected**: Displays the monetary value of the top-performing conversions.

#### Source-Medium Pairs

This table provides information about the source, medium, count, and percentage for conversions during the selected timeframe. Here, the source is the last interaction prior to each conversion.

For instance, in a scenario where three customers visited your Facebook page (source) and clicked a banner (medium) leading to conversion, this would account for a specified percentage of total conversions.

#### Source Distribution

Utilizing a pie chart, this visual element allows for a quick comparison of which sources generated the most conversions, mirroring the data from the '''Source-Medium Pairs''' table.

#### Touchpoints Leading Up to a Conversion

This graph illustrates the last three touchpoints customers interacted with on their journey to conversion. 

You can discern which paths are most common, such as a sequence where a contact interacted with an email sent from ActiveCampaign, followed by a video view on Instagram, and ultimately clicking a banner on Facebook.

#### Conversion Attribution Details Table

The Conversion Attribution Details table provides comprehensive breakdowns of conversion data within the set time range. Detailed columns included are:

* **Conversion Date**
* **Conversion Name**
* **Type**
* **Currency**
* **UTM Source**
* **UTM Medium**
* **UTM Term**
* **First Name**
* **Last Name**
* **Email**
* **Phone**

Sorting through this table is facilitated by clicking any column header to reorder the information as needed.