Channels Report

You can access the Channels attribution page by clicking on

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Video Demo

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Introduction to conversions and attribution

Converge allows you to see attributed conversions based on:

1. First-party UTMs: these are conversions attributed by Converge based on the attribution model you pick in Converge and your UTM-tracking parameters
2. In-platform attribution: these are conversions attributed by the ad platform themselves.

The screenshot above shows the purchase conversions based on First-party UTMs (UTM Purchases) and the In-platform attribution (Purchases).

There is no notion of in-platform attribution for channel sources that are not ad platforms. An Organic channel has no built-in attribution, but the Facebook Ads Manager does.

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Why are my UTM-based conversions and my in-platform-based conversions different?

If you are using the Converge Destination product, then the same data is powering your first-party UTM attribution and your in-platform attribution. However, the attributed conversions based on first-party UTMs and itself will likely not match as they are based on different attribution models.

If you want to learn how to interpret these numbers and why they are different, then you should read our guide on understanding attribution

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Changing the attribution model of your UTM conversions

We allow you to change the attribution model that Converge should use to attribute its UTM metrics (e.g. UTM Purchases).

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Customizing the table columns

You can customize the table columns by clicking on the

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LTV

The Channels attribution table allows you to visualize the LTV for each source, campaign, adset or ad. These values correspond to the Average Revenue Per Paying User (ARPPU) for each cohort.

The value is calculated by identifying the profiles linked to purchase events (Placed Order) attributed to each source, campaign, adset or ad (i.e. the same profiles linked in UTM Purchases). The cumulative revenue (considering Placed Order events) for each of these profiles is calculated within the following time frames: 30, 60, 90 days and lifetime. The revenue for all the profiles is averaged out for each cohort.

The values are available as four separate columns: LTV, LTV (30d), LTV (60d) and LTV (90d) that may be included in the table as needed.