Multi-Touch Attribution & Journey Path Intelligence
Vertex Commerce B2B · $340K/mo Multi-Channel · Last 90 Days
Data-Driven
Last-Click
W-Shaped
Attribution Divergence
3.8×
Last-Click Under
Assisted Conv. Value
$1.8M
+34%
Incremental Lift (Holdout)
1.2×
Meta Geo Test
Model Revenue Delta
$412K
Last-Click Gap
Avg. Path Length
4.7
Touchpoints
Cannibalization Index
9%
Branded Overlap
Attribution Model Comparison
Holdout Lift vs Platform-Reported ROI
Top Converting Path Sequences by ACV
Path Sequence
Conversions
Avg ACV
Total Value
Avg Days
Assisted Conversion Value by Channel
Time-to-Convert by Path Length
Journey Path Flow (Top 50 Paths)
Visual representation shows primary touchpoint sequences leading to conversion
Email
Paid Search
Organic
Display
Webinar
Content DL
Product Page
Demo
Trial
Conversion
Budget Allocation vs Attribution-Weighted Revenue
Attribution Insights & Recommendations
Shift 12% from Paid Search to Email Nurture
Email→Webinar→Demo path drives $142K avg ACV vs $68K single-touch. Recover $220K/qtr pipeline.
Meta iROI 1.2× vs 2.8× Platform-Reported
Geo holdout test reveals 57% over-attribution. Validate spend levels with incrementality tests.
Reduce Branded Search Cannibalization
9% of non-brand credit overlaps with organic branded traffic. Test pause/reduce branded bids.
Assisted Channels Undervalued by $412K
Data-driven model shows $1.8M in assisted value vs $1.39M last-click. Invest in multi-touch sequences.