Data Quality
Toggle between a clean, well-tracked dataset and one with broken UTMs and missing data.
Analysis Insights
What is Last Touch?
This model gives 100% of the credit to the final "touch" before conversion. It's simple, but it over-values "closers" and ignores all the "assists".
Analysis
Note how here, compared to First Touch, the channel google/organic is not present at all. Similarly, linkedin/social gets no credit. All its share is attributed to google/cpc.
Attribution Model
Select a model to see how it assigns revenue. Notice how the "truth" changes based on your choice.
| Channel | Revenue | Journeys |
|---|---|---|
| (direct) / (none) | $55,000 | |
| newsletter / email | $42,000 | |
| google / cpc | $33,000 | |
| partner-xyz.com / referral | $27,000 |