Conversion Attribution report

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Conversion Attribution report

The Conversion Attribution report is a vital tool within ActiveCampaign that measures the effectiveness of all touchpoints leading to a customer's conversion. By utilizing a last-touch attribution method, this report highlights the final touchpoint—be it a platform, source, or medium—that convinced the customer to convert. Understanding this data is crucial for evaluating end-of-funnel activities, identifying successful paths, and shaping future marketing strategies.

With the Conversion Attribution report, you can:

• Holistically summarize conversion trends
• View the value of a contact's activity over time
• Identify which touchpoints your customers interacted with prior to conversion
• Make informed, data-driven decisions based on the effectiveness of different touchpoints within your strategy

In this article, you'll learn how to access the Conversion Attribution report and gain insights into the data it provides.

How to access the Conversion Attribution report

To access the Conversion Attribution report, follow these steps:

1. Click Reports in the left menu.
2. Select the Conversion Attribution option.

Once selected, the report will automatically load metrics for all conversions that took place in the last 7 days, using a 7-day attribution window.

Step-by-step instructions

1. 1. 1. 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.

1. 1. 1. Information Included in the Conversion Attribution Report

The report provides several key statistics and insights, including:

1. 1. 1. 1. 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.

1. 1. 1. 1. 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.

1. 1. 1. 1. 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.

1. 1. 1. 1. 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.

1. 1. 1. 1. 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.

1. 1. 1. 1. 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.

1. 1. 1. 1. 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.

Exporting the Conversion Attribution Details Table

To share the data contained within the Conversion Attribution Details table, you can export it using the following steps:

1. Hover over the table to observe three vertical dots appearing in the upper right corner.
2. Click the three vertical dots and select Download Data.
3. In the modal popup, choose a file format from the dropdown menu (options include CSV, TXT, Excel (2007 or later), JSON, HTML, or Markdown).
4. Click the Download button.

The selected format containing the table data will download to your computer.

Best Practices and Tips

• Utilize the filter options vigorously to compare different time periods and understand changes in performance.
• Analyze the Top Conversions and Source Distribution to identify successful campaigns and potential areas for improvement.
• Regularly export data for team discussions to adapt strategies based on performance insights.
• Keep track of the conversion touchpoints to further optimize marketing strategies based on the most effective channels.

Troubleshooting

If you notice that some conversions have limited tracking data, it's essential to understand that conversions using the segment builder check who qualifies currently, rather than when they originally qualified. After a conversion is saved, the system counts all existing contacts meeting the defined conditions immediately, which may not always include timestamps for past interactions.

As a result, future conversions will be properly timestamped, but initial conversions may show less tracking data compared to standard events.

FAQ

What is the last-touch attribution method?

The last-touch attribution method refers to the approach where the final touchpoint before a conversion is credited for the conversion. This reporting method helps businesses understand which engagement strategies drive the most conversions.

Can I customize the date range for my conversions?

Yes, you can set a custom date range using the Conversion Date filter available on the report page.

What does "No Touchpoint" mean in the report?

A "No Touchpoint" indicates that there was no identifiable interaction tracked before the conversion, which could be due to site tracking not being enabled or the absence of UTM parameters in your links.

How can I distinguish between conversion types?

Conversions can be of various types, including URLs, tracked events, or manual conversions. This information is displayed within the Conversion Attribution Details table.

Is there a limit to the number of conversions displayed?

The report can display a substantial amount of conversions, but data organization and filtering help you manage what you see effectively.

How can I ensure accurate tracking of touchpoints?

To ensure accurate tracking, make sure that site tracking is enabled and that links include appropriate UTM parameters for each campaign or engagement strategy.

Can I view conversions from previous periods?

Yes, the report will show data from previous periods, allowing you to analyze trends over time easily.

With these insights, you can effectively utilize the Conversion Attribution report to enhance your marketing strategies and drive better results through informed decision-making based on data. ```