Attribution & Multi-Touch Path Analysis Dashboard

Crestline Software | 90-Day Attribution Window | Last Updated: Dec 15, 2024

Total Attributed Pipeline
$2.84M
+12.4% MoM
Model Disagreement (Avg)
0.38
Affiliate: 0.61
Cross-Device Paths
34.2%
+2.1pp MoM
View-Through Contribution
$418K
14.7% of total
Avg Path Length
4.8
touches
Avg Days to Convert
26.3
-1.8 days MoM

Attribution Model Comparison by Channel

Model Disagreement Index by Channel

First-Touch Revenue Influence

Top Conversion Paths (Channel Sequence)

First Touch Mid Journey Last Touch Conversion Paid Search Organic Paid Social Display Email Paid Search Paid Social Paid Search Paid Social Email Conversions $2.84M
Path sequences shown: Top revenue-driving journeys. Line thickness = attributed revenue.

Time to Conversion by Path Length

Assisted Conversion Value

Cost per Attributed Dollar

Revenue Attribution Shift (MoM)

Top 10 Conversion Paths

Path Sequence Frequency Revenue
Paid Search → Email → Paid Search142$487K
Organic → Paid Search → Email → Paid Search98$364K
Paid Social → Email → Paid Search86$312K
Display → Paid Search → Paid Social74$268K
Paid Search → Paid Social → Email69$241K
Organic → Email → Paid Search63$228K
Paid Social → Display → Paid Search51$184K
Affiliate → Paid Search → Email44$162K

Attribution Model Comparison by Channel

Channel Last-Touch % First-Touch % Linear % Time-Decay % Position-Based % Data-Driven % MDI
Paid Search48%28%34%36%32%31%0.22
Paid Social22%18%16%15%17%14%0.19
Email10%8%16%18%15%18%0.31
Organic Search4%24%14%12%16%16%0.52
Display2%14%11%10%12%12%0.48
Affiliate2%6%6%5%5%6%0.61
Direct14%2%3%4%3%3%0.68

Campaign Overlap Incrementality

Campaign Pair Overlap % Incremental Lift
Paid Search + Display28%+18%
Paid Social + Email42%+24%
Paid Search + Paid Social36%+12%
Display + Paid Social22%+8%
Organic + Email18%+6%

Insights & Recommendations

⚠️ Affiliate Under-Credited
MDI of 0.61 indicates affiliate receives 6% data-driven credit vs. 2% last-touch. Initiates high-value paths.
💡 Email Mid-Funnel Power
Email drives 18% data-driven attribution, appearing in 68% of conversion paths as critical nurturing step.
✅ Cross-Device Paths Growing
34.2% of conversions now span multiple devices (+2.1pp MoM). Identity resolution improvements paying off.
🎯 Reallocate from Direct
Direct traffic receives 14% last-touch credit but only 3% data-driven. Likely mis-attributed brand searches.