Reading the Report
What every number on the Attribution pages means
Weeks, Event and Model
Attribution has four pages in the sidebar: Overview, Channels, Journeys and Spend. The bar at the top of each one sets what it shows.
- The date control uses the same range as the rest of your reports, in whole weeks, Monday to Sunday (UTC): Last week, Last 4 weeks, Last 13 weeks and so on, or your own dates, which snap to the weeks around them (the control says so). A range can be up to 156 weeks. A conversion belongs to the week it happened in.
- The conversion event picker (lead, purchase, signed…) is shared by Overview, Channels and Journeys. It opens on your workspace's main conversion event: the last funnel stage that carries a value, or the event you receive most, unless an admin picks one in Settings. Moving between pages from the sidebar reopens on the main event rather than keeping your pick — a link from Overview's Top channels to Channels is the one exception, and carries it across.
- Credit tables use your workspace's attribution model (Position (40/20/40) unless an admin changes it in Settings). A small Credited by chip next to each table names it. Every model is kept, so changing it re-processes nothing.
Overview
Three headline numbers for the picked event, chosen for you:
- An event that carries a value (a purchase): Value, ROAS and Spend.
- An event without one (a lead or a demo request): Conversions, Cost per conversion and Spend.
With vs previous period on, each number shows its change against the same number of weeks just before. Below them, Top channels lists where the event's credit went, with spend and ROAS or cost per conversion when you have spend.
At the bottom, Tracking health shows how well the event's conversions can be matched to visits:
Attributed
The share GeoSwap could tie to at least one visit. The same under every model.
Unattributed
Conversions with no visit GeoSwap could tie to them.
Received / Processing
Conversions that happened in the range, and those not credited yet. Credits arrive within about three hours.
Identifiers
The share carrying each identifier: visitor id (gs_vid), click id, contact id, email or phone.
Click id captured, Safari, cookie age
How often a journey with a short-link click also carried the click id, Safari's share of your visits, and how many journeys rely on a cookie older than 7 days (the ones Safari can break). If these are low, add the hidden form fields or send emails with the API (how).
You may also see conversions “being removed”: deleted since they were credited. Their credit is taken out within about an hour.
Channels
One table for the picked event. Click any column header to sort by it. Group by chooses the rows:
Channel
A tree you can open level by level: channel → source · medium → campaign → short link. Under a campaign, each GeoSwap short link that brought credited visits gets its own row; whatever came from the same campaign without one sits on a
(not via a short link) row, so the campaign still adds up.Campaign
Each campaign across all its sources and mediums, with that campaign's spend. A channel's spend that isn't tied to a campaign sits on its “(no campaign)” row.
Country
Where each credited visit came from (a conversion with no visits counts at its own location). Spend is recorded per channel and campaign, not per place, so this view has no spend columns. The CSV export also breaks it down by state or US DMA (the 210 TV markets, with their Nielsen names).
- Spend, Cost per conversion and ROAS show for channels and campaigns when the range has spend (see Spend & ROAS).
- All stages shows every event as its own column (lead, qualified, signed) with a rate between stages. Each stage is counted in its own weeks, so it isn't a cohort rate; above 100% it shows “—”.
- Compare models shows every channel under all five models side by side, plus the difference between your model and the one you pick in vs (Last touch by default). Switch between conversions, value and ROAS. Every model's column adds up to the same total, because each model splits the same conversions.
- Very large workspaces may see “Showing the top rows only”. Channel totals stay complete; export the CSV for the rest.
Journeys
How people get to the picked event, one event at a time:
Top paths
The most common channel sequences, like “Paid social → Direct” (repeat visits from the same channel in a row count once), with conversions, share and median days to convert. The top 20 are shown; the CSV has every path.
Channel roles
For each channel, how often its visits open a journey, assist in the middle, close it, or are the only visit. A channel that mostly opens journeys looks weak under Last touch and strong here.
Time to convert
Two histograms, time from first visit to conversion (from “< 1 day” to “6+ months”) and visits per conversion (1 to 21–50), then the median days and visits by the channel that started the journey.
Rows behind fewer than 30 conversions carry a small sample label, and when the whole event has fewer than 30, the page tells you to treat it as directional. With more than 50,000 conversions of one event in the range, pick fewer weeks to see paths, roles and time to convert by opening channel.
Look Up a Conversion
At the bottom of Journeys, for when you want to see one conversion up close. Look it up by its id (your lead or order id) or browse the most recent, within the weeks you picked. You'll see its status (Processing, Credited or Deleted), the other stages of its journey, its original value and currency, and the visits it was matched to, with each visit's credit under all five models side by side. It shows which identifiers a conversion had, never their values.
CSV Export
Owners and admins can export Channels (whichever grouping is showing, or the model comparison) with Export CSV, and Journeys' paths, channel roles or time to convert from its Export CSV menu. Editors and viewers see the same pages without the export buttons.
The golden rule: each event is its own column, and each column adds up to the conversions credited. Don't add events together; a journey with a lead and a signed deal would count twice.
Next up
Lookback, Count only API conversions, funnel order and reporting currency.