Marketing Funnel Dashboard

Multi-Channel Funnel Attribution & Source Quality — Pathline Commerce B2B

Marketing Spend $310K/mo
Attribution Period 90 days
North-Star Metric
$4.12
Attributed Revenue per Channel Dollar
↑ 18% vs last-click model
Multi-Touch Revenue
$1.28M
+23%
Source Quality Index
78.4
+5.2
Assist/Last-Touch Ratio
3.88x
Display: 31% assist
Incremental Lift Index
1.8x
Webinar holdout test
Cannibalization Index
11%
Branded search
Cross-Device Complete
64%
B2B buying committees

Attribution Model Comparison — Revenue Credit by Channel

Last-Touch (Current)
First-Touch
Linear (Even Weight)
Time-Decay

Source Quality Index (MQL→SQL→CW)

1
Email Nurture
MQL 28% · SQL 42% · CW 34%
92.3
2
Webinar
MQL 31% · SQL 38% · CW 29%
87.1
3
Organic Search
MQL 24% · SQL 31% · CW 26%
76.4
4
Paid Search (Non-Brand)
MQL 19% · SQL 27% · CW 22%
68.2
5
Social Ads
MQL 16% · SQL 23% · CW 19%
61.8
6
Display Ads
MQL 12% · SQL 18% · CW 14%
48.7

Channel Position Index (TOFU vs BOFU)

Horizontal: TOFU role · Vertical: BOFU role · Size: Total attributed revenue

Cost per Attributed SQL by Attribution Model

Top Funnel Paths by ACV Tier

Funnel Path Frequency Avg ACV Total Revenue Avg Days
Email → Webinar → Demo 127 $94K $11.9M 43
Organic → Email → Demo 94 $78K $7.3M 51
Display → Email → Organic → Demo 81 $102K $8.3M 67
Webinar → Demo 73 $68K $5.0M 29
Paid Search → Demo 62 $41K $2.5M 18
Display → Organic → Demo 58 $52K $3.0M 39
Social → Email → Demo 46 $59K $2.7M 47
Organic → Demo 41 $38K $1.6M 22

Key Insights

Display over-credited by 23%
Last-click model shows 8% conversion, but 31% of Display touches are assists in multi-path conversions
Email→Demo paths drive 2.3× ACV
Average $94K vs single-touch Demo conversions at $41K — nurture sequence quality compounds deal size
Branded search cannibalizing 11%
Non-brand funnel credit shifted to branded search in last-click; incremental lift test shows true contribution 44% lower

Recommended Actions

1
Shift $43K/mo to Webinar & Email
Move budget from Display to high-quality assist channels; projected +$180K/qtr pipeline based on Source Quality Index lift
2
Implement time-decay attribution
Model divergence score 28%; time-decay balances early-stage awareness with conversion recency for B2B cycles
3
Expand geo holdout testing
Webinar incremental lift 1.8× validates attribution model; extend to Social and Display for true iROI baseline