Dashboard report reference

The dashboard report is Attribution's main analytics view that provides marketers with visibility into the performance of their ad platforms. Unlike individual ad platforms that only show their own performance, Attribution combines data from all your marketing channels to show the true cost of customer acquisition and return on ad spend.

Who is this report for?

The dashboard report is designed for marketers and marketing teams who need to:

Understand the actual cost per conversion across all channels
Optimize ad spend based on true ROI rather than platform-reported metrics
See which campaigns, keywords, and channels are driving profitable conversions
Make data-driven decisions about where to allocate marketing budget

What data does the dashboard show?

The dashboard report displays comprehensive marketing performance metrics across all your integrated platforms:

Key metrics

Spend - Total ad spend automatically pulled from connected ad platforms (Google Ads, Facebook, etc.)
Cost per conversion (CAC) - The true cost to acquire a customer across all touchpoints
Visits - Total visits from each marketing channel
Conversion rate - Percentage of visits that result in conversions
Total conversions - Number of conversion events attributed to each channel
Revenue per conversion - Average revenue generated per conversion
Revenue - Total revenue attributed to each channel
Profit and loss - Net profit or loss after subtracting ad spend from revenue
Return on ad spend (ROAS) - Revenue generated per dollar spent

Granular data views

The dashboard provides visibility at multiple levels:

Campaign level - Performance by individual campaigns
Keyword level - Search campaigns, keywords, and keyword variations
Ad variation level - Performance of specific ad creative

Individual user auditing

Unlike most attribution platforms, you can click into individual users to audit the exact data that makes up your metrics. For each user, you can see:

Complete visitor journey with all touchpoints
Cost/spend per visit
Attributed revenue to each channel
GCLID (Google Click ID) for Google Ads traffic
Full path of interactions before conversion

Attribution models

The dashboard supports five different attribution models to help you understand channel performance:

Linear attribution

Gives equal credit to every touchpoint before the conversion event. For example, if a user has three visits (Google → Google → Direct) before converting, each visit receives 0.33 credit.

First-touch attribution

Gives full credit to the first touchpoint in the customer journey. In the example above, the first Google visit would receive 1.0 credit.

Last-touch attribution

Gives full credit to the last touchpoint before conversion. The direct visit would receive 1.0 credit.

Time decay attribution

Gives more credit to touchpoints later in the journey. The direct visit receives the most credit, the second Google visit receives less, and the first visit receives the least.

Position-based attribution

Allows you to customize credit distribution based on your funnel. During onboarding, Attribution works with you to identify your funnel's limiting factors and configure the model to give more credit to the stages that matter most for your business.

Dashboard features and controls

Lookback window settings

Configure the lookback window from 1 day to 365 days. The lookback window determines how far back Attribution will look for touchpoints before a conversion event.

Marketer Spend View

Traditional attribution platforms use a lookback window that can exclude important data. If an event occurs 91 days after a touchpoint with a 90-day lookback window, that touchpoint gets excluded from modeling.

Attribution's proprietary Marketer Spend View solves this by flipping the perspective. Instead of looking back from when a conversion happened, it looks forward from when the ad ran. This answers the question: "For the ads that ran on January 1st, how much revenue was ultimately generated?"

This view ensures you see the full impact of your ad spend, even for long sales cycles.

Look-forward scope

Marketer Spend View has one setting of its own, the Look-forward Scope, which decides how far the touchpoints in your date range reach:

Date range (default). The touchpoints in the selected dates collect the conversions that follow them until the customer comes back through a new visit after the range. That return visit takes over, and the conversions after it belong to the period it falls in.
Lifetime. Nothing takes over. The touchpoints in the selected dates keep collecting every later conversion of the customer, and each conversion's credit is shared across the customer's whole journey, including touchpoints before and after the range. The report shows only the touchpoints inside the range with their share, so its rows add up to less than the conversions it collected whenever part of the credit went to touchpoints outside the range.

Pick the scope from the attribution dropdown in the control bar, where the trigger reads "Marketer Spend View (Lifetime)" when it is on, or from the view options. Lifetime suits subscription and repeat-purchase businesses and long multi-touch journeys, where a return visit should not take the whole renewal away from the spend that acquired the customer; Date range keeps every conversion whole in exactly one period.

Data settings and filters

Attribution provides settings to clean up your data before attribution modeling while keeping raw data untouched:

Direct traffic cutoff

Many companies see inflated direct traffic from existing users returning to log into their accounts. You can include direct traffic only up until a cutoff event (like trial started) to ensure direct traffic metrics reflect true marketing performance.

Filter exclusions

Exclude non-marketing touchpoints from attribution modeling. For example, filter out:

Transactional emails (order confirmations, trial confirmations)
Internal traffic
Support emails that aren't true marketing channels

This prevents confirmation emails and similar touchpoints from receiving attribution credit.

Existing users toggle

Choose whether to include existing users in your analysis. When enabled, you can focus exclusively on new user acquisition metrics.

Company-based attribution

For B2B companies, Attribution automatically combines multiple users from the same company into a single customer journey. This is critical when:

Different team members from the same company interact with your ads
An analyst submits a request for information, but a VP closes the deal
You need to see the full company journey across multiple individuals

You can toggle company-based attribution on and off to view metrics both ways. For example, you might want to see:

MQLs and deals by company (company-based)
Individual signups and newsletter signups (individual-based)

Integration data sources

The dashboard combines data from multiple sources to provide complete attribution:

Ad platforms

Attribution natively integrates with ad platforms to pull in:

Search campaigns, campaigns, and keywords (Google Ads)
Ad creative and campaigns (Facebook, LinkedIn, Twitter, etc.)
Ad spend data automatically

Customer data platforms

Segment - Pull in page visits, track events, revenue, and identify calls
Bidirectional integration allows Attribution to push data back to Segment

CRM platforms

Salesforce - Pull in stage changes (Lead Created, Opportunity, SQL, Closed Won)
HubSpot - Pull in lifecycle stage changes and CRM data
Bidirectional integration pushes attribution data back to CRMs

E-commerce platforms

Shopify - Track full e-commerce spec (viewed product, added to cart, order completed)
Automatically pull in revenue and transaction data

Conversion events

Any event set up in your tracking system (Segment, etc.) automatically appears in Attribution:

Trial started
Newsletter signup
Order page views
Custom conversion events

Example use cases

Identifying unprofitable campaigns

A company running Google Ads and Meta Ads sees in their individual platforms that both channels are profitable. However, when they look at the dashboard report in Attribution, they discover:

Their $8 product requires two touchpoints on average (Google + Facebook)
Each platform charges $5 per click
Total acquisition cost: $10
Product price: $8
Result: -$2 loss per customer

The dashboard reveals they're actually losing money, even though each platform reports positive ROI.

Optimizing keyword performance

A marketer wants to understand which keywords drive profitable conversions. In the dashboard, they can:

Drill down to campaign level
View keyword performance
See visits, conversions, conversion rate, and ROAS per keyword
Identify keywords that aren't breaking even
Pause or adjust bids on unprofitable keywords

Setting up Google Ads auto-bidding with attribution data

A B2B client wanted to use Google Ads automatic bidding while maintaining profitability. Using Attribution's bidirectional Segment integration, they:

Captured GCLID for each user in Attribution
Calculated attributed revenue to Google for each user
Pushed cost per visit and attributed revenue back to Segment
Used this data to maintain target ROAS in Google Ads

Multi-stage B2B funnel optimization

A B2B company with a long sales cycle uses the dashboard to:

View attribution for early-stage events (MQL, SQL)
Track mid-funnel conversions (Demo Requested, Opportunity Created)
Measure closed revenue and deal value
Use position-based attribution to give more credit to the most important funnel stage
Optimize ad spend to improve the limiting factor in their funnel

Getting started

To access the dashboard report, simply log into your Attribution account at https://dashboard.attributionapp.com. The dashboard is the default view when you log in.

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