Conversion Attribution report

The Conversion Attribution report is available on the following plans:

  • Professional
  • Enterprise

The Conversion Attribution report measures the effectiveness of all touchpoints that led up to a customer's conversion. The information presented in this report uses a last-touch attribution method. This means that we'll display the final touchpoint (platform, source, or medium) that convinced the customer to convert. This can help you measure end-of-funnel activities, identify paths to success, and shape your marketing strategies.

With this report, you will be able to:

  • Holistically summarize conversion trends
  • See the value of a contact's activity over time
  • Identify which touchpoints your customers interacted with before converting
  • Make data-based decisions after learning which touchpoints were the most effective in your strategy

In this article, you'll learn how to access the Conversion Attribution report and understand the data it contains.

Take note

  • This report is part of ActiveCampaign's Attribution feature
  • You can click into each data point to view and export data details
  • "No Touchpoint" means that there was no trackable touchpoint before conversion. This can be due to a conversion occuring without site tracking being enabled or missing UTM parameters from your links

How to access the Conversion Attribution report

To access the Conversion Attribution report:

  1. Click "Reports" in the left menu.
  2. Click the "Conversion Attribution" option.

The report will automatically load metrics for all conversions that took place within the last 7 days with a 7-day attribution window.

Filtering data in the Conversion Attribution report

The filter bar at the top of the report will allow you to view data by:

  • Conversion
    Filter by all conversions or by a specific conversion in your account.
  • Measure
    Filter data by count or value of your conversions. If filtering by value, you'll also be able to filter by currency.
  • Currency
    This filter is only available when viewing "Value" as the selected Measure. This will display a dropdown of all currency types you have set up for your conversions. It will not convert data or values from one currency to another.
  • Conversion Date
    You can set a  date range to view conversions that happened within your selected timeframe. You can choose from today, yesterday, last 7 days (default), last 30 days, last 90 days, or set a custom range.
  • Attribution Window
    Also known as "lookback window" or a "conversion window." This is the period of time that a touchpoint occurred that led to the conversion. You can choose from 7 days (default), 14 days, 30 days, 90 days, 180 days, or 365 days.
Conversion attribution filters

To use these filters, click the dropdown you wish to filter data by then click any one of the options in the dropdown.  

The report page will load your conversion data according to the parameters you set.

Note that the filter bar at the top of the page will also display the dates for the previous period. The dates displayed here are the trailing days selected on the "Conversion Date" filter.

Information included in the Conversion Attribution report

Conversion Attribution Stats

The three stats listed at the top of the report display quick, top-level conversion data for the current date period you set in the Conversion Date filter. It also shows data for the previous period. The stats displayed are dependent on the option you select in the "Measure" filter.

Conversion attribution stats

If you chose "Count" in the Measure dropdown, you'll see the following:

  • Conversion (Current Period)
    The total number of conversions for the current period selected.
  • Conversion (Previous Period)
    The total number of conversions for the previous period. The date range of the previous period is displayed in the filter bar next to the "Conversion Date" dropdown.
  • % Change of Conversion
    Displays percent of change from the current period to the previous period.

If you chose "Value" in the Measure dropdown, you'll see the following:

  • Value (Current Period)
    Value of conversions for the current period selected.
  • Value (Previous Period)
    Value of conversions for the previous period. The date range of the previous period is displayed in the filter bar next to the "Conversion Date" dropdown.
  • % Change of Value
    Displays percent of change from the current period to the previous period.

Attribution Source Over Time

Attribution Source Over Time shows you the count or value for specific sources that led to a conversion. The data displayed in this graph is dependent on the option you select in the "Measure" filter.

Attribution source over time

If "Count" is selected in the Measure dropdown, you'll see the total number of conversions over specific periods for each touchpoint.

If "Value" is selected in the Measure dropdown, you'll see how much money was generated by each touchpoint over specific periods.

Top Conversions

Top Conversions shows you all high-performing conversions that took place during current and previous periods. The current period is defined by what you selected for the Conversion Date timeframe. 

If you're reviewing a specific conversion, the chart will show you how well that one conversion performed in the current period and the previous period. 

The data displayed in this graph is dependent on the option you select in the "Measure" filter.

Top conversions

If "Count" is selected in the Measure dropdown, you'll see which conversions happened the most during the current time period.

If "Value" is selected in the Measure dropdown, you'll see the monetary value of your top-performing conversions during the current time period.

Source-Medium Pairs

This table lists the source, medium, count, and percent of each conversion that occurred during the selected timeframe. The source listed in this table is the last source that the individual interacted with before converting.

Source-medium pairs

Let's take a look at the Facebook example in the graphic above. When reading this, we can see that three out of X individuals who visited your Facebook page (Source) clicked your banner (Medium), then converted. This makes up for 25% of your conversions for the selected timeframe.

Source Distribution 

This pie chart lets you quickly see which sources led to the most conversions. The sources and their percentages will be the same as the "Percent of Total" column contained in the Source-Medium Pairs table. 

Source distribution

Touchpoints Leading Up to a Conversion

This graph illustrates the journey that individuals took that led to their conversion by showing their last three touchpoints.

You can use this graph to see which touchpoints led to the most conversions and the path that customers typically take before converting.

For example, we can see that one customer interacted with an email sent from an ActiveCampaign account, which prompted them to view a video on Instagram, then click a banner on Facebook.  

Touchpoints leading up to a conversion

Conversion Attribution Details table

The Conversion Attribution Details table breaks down conversion data on a more granular level. The data displayed will be within the time range you set. Here, you'll see every occurrence of your conversions, when those conversions happened, and individual contacts converted.

Conversion attribution details

Details in the table include:

  • Conversion Date
    The date that the conversion took place.
  • Conversion Name
    Name of the conversion you created in your ActiveCampaign account.
  • Type
    What kind of conversion occurred. It can be a URL, tracked event, or manual.
  • Currency
    Will appear if "Value" is selected in the Measure filter. Will show the currency of the conversion.
  • UTM Source
    Where the conversion came from. It can be your website, Instagram, Facebook, etc.
  • UTM Medium
    How the conversion happened. This can be from a campaign you sent, a video that a contact watched on Instagram, or someone subscribing to your blog.
  • UTM Term
    A UTM term identifies keywords your visitors looked for.
  • First Name
    First name of the contact who triggered the conversion.
  • Last Name
    Last name of the contact who triggered the conversion
  • Email
    The email address of the contact who triggered the conversion.
  • Phone
    Phone number of the contact who converted.

Note that you can click on any column header to sort the information in alphabetical order, or reverse alphabetical order.

Exporting the Conversion Attribution Details table

You can download the Conversion Attribution Details table and share it with your team and stakeholders. To export the report, follow these steps:

1. Hover your mouse over the table. You'll see three vertical dots appear on the top right of the table.

2. Click the three vertical dots then click "Download Data."

Download data button

3. In the modal popup, click the File Format dropdown and select the format you wish to download the data into. You can choose from CSV, TXT, Excel (2007 or later), JSON, HTML or Markdown file.

4. Click the "Download" button.

Download dialog box

The table will download to the file you selected and will be saved on your computer.

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