Dashboard overview

The dashboard is Attribution's main view for understanding the return on investment (ROI) for your campaigns. It automatically pulls in campaign data, ad spend, and conversions to show you which channels are profitable and which aren't.

What business question does the dashboard answer?

The dashboard answers the fundamental question: What is the ROI for my campaigns, and which ads are driving users to convert?

Attribution tracks conversion events like "Order Paid", "Lead Created", "Opportunity: Closed Won", and other custom events, then shows you which channels like Google, Meta, or other ads are driving traffic and conversions.

Dashboard controls and settings

Top settings bar

Conversion event dropdown

Select which conversion event you want to analyze. Attribution automatically tracks "Order Paid" events and other conversion events by placing tracking code on your site. You can also select custom events to see how your ads drive specific actions.

Attribution models

Attribution models determine how credit is divided among touchpoints in a customer journey. For example, if a user touched four ads (Google → Twitter → Facebook → Affiliate) before converting:

Linear - Each touchpoint gets 0.25 credit (25% each) and 25% of the revenue
First Touch - Google gets 1.0 credit (100%) as the first touchpoint
Last Touch - Affiliate gets 1.0 credit (100%) as the last touchpoint before conversion
Time Decay - Touchpoints later in the journey get more credit. Affiliate gets the most, Facebook second most, Twitter less, and Google the least
Position Based - Customizable model where you can update the ratios by hitting the settings icon and scrolling down. This allows you to match your business model or create "W" models not available by default

Lookback window

The lookback window determines how far back Attribution looks for visits before a conversion event. For example, with a 90-day lookback window, when analyzing "Order Paid" events on January 1st, Attribution looks back 90 days for any visits to include in the attribution model.

Problem with traditional lookback windows: If you have a visit or data outside those 90 days, it gets ignored by all analytics tools.

Marketer spend view

The Marketer Spend View flips the traditional lookback perspective. Instead of January 1st being when "Order Paid" happened, it's now when the ad ran. This view answers: "For ads that ran on January 1st, how much revenue was generated?"

This ensures you see the full impact of your ad spend, especially for longer sales cycles.

Saved views

You can save your current settings (conversion event, attribution model, lookback window, etc.) to avoid updating them every time. Saved views can also:

Hide channels (collapses them at the bottom)
Create team-specific views (e.g., a view for your content team showing only Facebook, without needing to adjust conversion events or attribution models)

Dashboard structure and organization

Integration channels

For channels you've natively integrated with (Google Ads, Meta, etc.), Attribution automatically:

Pulls in all campaigns, keywords, and ad groups
Imports ad spend data
Allocates visits to campaigns based on UTM parameters
Shows return on ad spend and cost to acquire users

You don't need to do anything—the data appears automatically.

Manual traffic organization

For traffic from sources Attribution doesn't natively integrate with, you have three ways to organize it:

1. Filters

Filters are rules that organize incoming traffic. When visits come in that aren't from natively integrated channels or organic sources, you can create a filter based on:

UTM parameters
Referrer
Organic source
Specific path
Event parameters

For example, if you're using "Emaily" (a new email service Attribution doesn't connect with), you can create a filter based on UTM parameters. Any visit matching that UTM will get organized in this bucket and receive attribution credit based on your selected model and conversion event.

2. Channels

A channel is essentially a folder or way to organize filters. If you have multiple campaigns under "Emaily," you can:

Set up multiple filters per channel or campaign
Enable dragging
Drag filters into channels to create parent-child relationships

You can have as many or as few filters as you like in a channel. You can even have channels within channels with filters underneath—they'll all add up properly.

3. Groups

A group is a way to group filters together across different channels. It's a sum feature that doesn't duplicate conversions or revenue.

For example, if you're running an awareness campaign across "Emaily," Google, and Facebook, you can create a group. It will add up the data from all three sources, allowing you to look at the data differently without double-counting.

Dashboard search and dragging

Search - Search for specific filters if you're looking for something particular
Enable/disable dragging - Toggle to organize your channels and filters by dragging them

Special traffic categories

Direct Traffic

Any traffic that comes in with no UTM parameters and no referrers. The only way to generate direct traffic is if a user directly types in your website URL and visits.

Unsegmented

Unsegmented contains traffic Attribution doesn't know how to categorize. As visits come through, they're matched against channels in order, with integration channels taking priority, then manually created ones. If a visit doesn't match anything, it goes to Unsegmented.

Attribution knows it's a visit that contributed to a sale, but doesn't know which channel to assign it to. To fix this:

Go to Dashboard Builder
Review all the UTMs listed
Add them to existing channels or create new filters

Unknown Source

Unknown Source typically represents about 5% of total traffic. These are orders or events with no associated page visits.

If you're seeing more than 5-10% unknown source traffic, reach out for help with installation. Usually, Unknown Source contains manually created orders where the user never visited your website, so the system has no page visits to analyze.

Auditing your data

Attribution is fully auditable. For any metric on the dashboard, you can drill down to see exactly how it was calculated.

Viewing visitor details

For any channel showing metrics (e.g., Twitter with negative return on ad spend), you can:

Click into the channel
See all visitors that made up the number
View the attribution percentage for each visitor

Individual customer paths

Click into any individual visitor to see their complete customer path:

All ads they visited
Cost of each visit
URLs they saw
Full journey from first touch to conversion

User search

You can also search for specific users by email address to view their complete journey and attribution data.

Example use case: Understanding true campaign ROI

An e-commerce store is running ads across Google, Twitter, Facebook, and an affiliate network. Looking at each platform individually, they all report positive performance.

However, when viewing the dashboard in Attribution with a linear attribution model, the marketer discovers:

Twitter shows a negative return on ad spend
By clicking into Twitter, they can see all the visitors and their attribution percentages
Drilling into individual customer paths reveals that Twitter visits are early in the journey but rarely lead to conversions
The marketer realizes Twitter is not performing as well as the platform's own analytics suggested

This allows them to make a data-driven decision about whether to continue investing in Twitter ads or reallocate that budget to more profitable channels.

Getting started

The dashboard is the default view when you log into Attribution. Once conversion tracking is set up, you can immediately start seeing which campaigns are driving ROI.

If you have questions about using the dashboard, please contact [email protected].