The performance table provides a detailed breakdown of your results across multiple channels and metrics. You can view:
Unmodeled metrics such as Platform conversions, Revenue, Spend, Impressions, and Clicks
Modeled metrics such as:
MTA attributes: MTA Conversions, MTA Revenue, MTA CPA, MTA ROAS
MMM attributes: Marginal CPA and Marginal ROAS
Fields and descriptions
You can view the following fields in the Performance Table.
Fields | Description |
Channel | The marketing channel, source, or campaign being measured. |
Conversions | The number of conversions assigned by the Marketing Mix Modeling (MMM) model. On a campaign level, conversions are redistributed based on the defined redistribution logic. |
Revenue | The amount of revenue assigned by the MMM model. On a campaign level, revenue is redistributed based on the defined redistribution logic. |
CPA | Cost per action (CPA), calculated as spend divided by conversions. This measures the average cost to generate one conversion. |
ROAS | Return on ad spend (ROAS), calculated as revenue divided by spend. This measures the revenue generated for each currency unit spent. |
Marginal CPA | Represents the cost of acquiring the next conversion at the current level of spend. It is calculated by analyzing the saturation curve: change in spend divided by change in conversions when increasing spend by one unit. |
Marginal ROAS | Represents the return on the next unit of spend. It is calculated as the change in revenue divided by the change in spend based on the current level of spend, derived from the saturation curve. |
MTA Conversions | The number of conversions attributed to a channel, source, or campaign using Funnel’s data-driven multi-touch attribution (MTA) model, which is based on a long short-term Memory (LSTM) neural network. |
MTA Revenue | The amount of revenue attributed to a channel, source, or campaign using the MTA model. |
MTA CPA | CPA based on MTA conversions, calculated as spend divided by MTA conversions. |
MTA ROAS | ROAS based on MTA revenue, calculated as MTA revenue divided by spend. |
Platform Conversions | The number of conversions attributed by the advertising platforms like Google Ads, Facebook Ads, and so on. |
Platform Revenue | The amount of revenue attributed by the advertising platform. |
Platform CPA | CPA calculated using platform conversions, representing the average cost per platform-attributed conversion. |
Platform ROAS | ROAS that is calculated using platform revenue, representing the return based on platform-attributed revenue. |
Lastclick Conversions | The number of conversions attributed to the last marketing touchpoint in the customer journey, calculated using a last-click attribution model. |
Lastclick Revenue | The amount of revenue attributed to the last touchpoint, based on a last-click attribution model. |
Lastclick ROAS | ROAS calculated using last-click revenue, based on a last-click attribution approach. |
Spend | The total currency amount spent on the channel, source, or campaign during the measurement period. |
Lastclick CPA | CPA based on last-click conversions, representing the cost of acquiring a conversion at the final touchpoint. |
Clicks | The number of clicks received through digital advertising, representing direct user interaction with the advertisement. |
Impressions | The number of times an advertisement was displayed. For digital channels, this represents ad impressions. For traditional media, such as television, a similar concept like reach may apply. |
The table also allows you to customise the view by selecting specific columns or filtering by channel. This flexibility helps you focus on the metrics that are most relevant to your business goals.
Conversions and revenue provide insights into the effectiveness across the media. The CPA values indicate the efficiency of sources in terms of costs per conversion. The marginal CPA indicates how expensive your next conversions can probably get. You can use the marginal CPA as an indicator for budget allocation. A higher marginal CPA indicates a high saturation in your source. Increasing your spend on this source leads to inefficient results. This means you have to avoid spending more on such sources and instead spend on sources with a lower marginal CPA.
You can use the performance table to understand:
Performance of your channels and campaigns using a data-driven attribution
Overall values of your ROAS per CPA for a channel
Difference between the data-driven attribution results and the last click results for a channel
Effectiveness of your channels and plan your budget