Funnel’s multi-touch attribution (MTA) results are available directly in the platform’s user interface. The dashboard provides detailed performance metrics that reflect the true contribution of each marketing touchpoint, based on the LSTM model’s predictions.
You can analyze attribution results at the channel, source, campaign, or even individual identifier level. This enables marketers to understand both high-level trends and granular performance insights.
Key performance metrics
The dashboard includes a set of core metrics calculated using MTA:
Conversions: The number of conversions attributed to each channel
Revenue: The attributed value generated by each channel
CPA (Cost per Acquisition): Spend divided by attributed conversions
ROAS (Return on Ad Spend): Revenue divided by spend
You can compare these values with metrics from other attribution models, such as last-click or platform-reported attribution, to identify differences in credit assignment.
Attribution model comparisons
Funnel supports side-by-side comparisons of different attribution models, allowing you to view:
MTA and last-click: Helps highlight over-crediting of lower-funnel channels in traditional models
MTA and in-platform attribution: Reveals differences between platform-assigned conversions, like from Google Ads, and modeled attribution
These comparisons help you make informed decisions about which models to rely on for optimization and reporting.
Conversion path and time-lag analysis
The dashboard provides insights into how conversions happen over time:
Conversion paths: See the sequence of touchpoints that led to a conversion
Time-lag breakdowns: Understand the delay between the first touch and conversion
These views help uncover the role of early and mid-funnel interactions that may not receive credit in single-touch models.
Data granularity and export options
Funnel offers flexible levels of reporting granularity, including:
Channel, source, and campaign-level breakdowns
Exportable GCLID-level attribution for use in advertising platforms like Google Ads
This level of detail allows you to adjust bidding, optimize creatives, and refine targeting strategies using MTA-informed data.