Campaign Attribution Dashboard

Your campaign attribution dashboard helps you learn more about how your converters behave and interact with your brand. There are two key sections of your attribution dashboard: Tracked Conversions and AdRoll.

Tracked Conversions

Your customers are some of your most important site visitors. The Tracked Conversions section of your AdRoll dashboard shows how your converters behave on your site.

Tracked Conversions Features

  • View AdRoll’s contribution to your total site conversions.
  • Visualize trending data for key variables including: Site Conversions, Site Revenue, Site Conversion Rate, Site AOV, and AdRoll CPA.
  • Breakdown trending data by AdRoll Click and AdRoll View to understand how each contributes to AdRoll attributed metrics.
  • Analyze your Cross-Channel and AdRoll contribution through the lens of a cross-channel attribution model.
  • Compare Total, AdRoll-Touched, and AdRoll-Attributed to find optimization opportunities for Device, Conversion Audience, Country,  and Products Viewed changes.

Total Conversions

The total number of unique converters associated with your conversion audience(s).


The number of converters that do not have a tracked AdRoll or UTM-touchpoint.

Cross-Channel Attributed

Credit assigned to a UTM-tagged channel (think: utm_source=google) based on a cross-channel attribution model

AdRoll Touched Not Attributed

Touched or assisted by AdRoll but not attributed with current AdRoll Attribution Setting.

AdRoll Attributed

Credit assigned to AdRoll based on current model.


Volume of sales associated with your tracked converters.

Conversion Rate

Your site’s rate of purchase calculated by dividing total conversions by total site visitors.

Average Order Value

Average revenue per conversion. 

Cost Per Acquisition (CPA)

Your AdRoll spend per attributed or touched conversion.


The AdRoll section highlights the key takeaways and granular paths to conversion for your AdRoll attributed and touched conversions. It also allows you to explore different rule-based attribution models and compare to the attribution model you are currently using. AdRoll insights includes two key features: Top Contributors and AdRoll Touched Conversion Paths.

AdRoll Top Contributors Features

  • Top-level insights from your AdRoll web and email campaigns.
  • View a breakdown of where your conversions occur – by product, campaign, AdGroup, and conversion audience.
  • Filter by Product to compare Retargeting vs Brand Awareness campaigns.
  • Compare models by selecting from an assortment of rule-based attribution models.

Compare Models

Explore and compare six rule-based attribution models: last click, last touch, first touch, linear, positional, and time decay. Each model has a unique set of rules for attributing credit to each AdRoll product leading up to a conversion. See how your performance changes as you adjust the attribution model to suit the goals of your AdRoll initiatives. 

The Six Attribution Models

Last Click: Attributes 100% of credit to the most recent click prior to a visitor converting.

Last Touch: Attributes 100% credit to the most recent click or view before a visitor converts.

Pros of Last Touch/Click:

Simple to follow and useful when a single touchpoint results in a conversion.

Cons of Last Touch/Click:

Both models are biased towards bottom-of-the-funnel tactics and therefore can’t depict how all touchpoints contribute to the conversion.

First Touch: Attributes 100% of credit to the first touchpoint that brought a visitor into your purchase funnel.

Pros of First Touch:

Ideal for an acquisition or demand-generation campaign.

Cons of First Touch:

Limited view of a customer’s path to conversion.

Linear: Attributes equal credit across all touchpoints.

Pros of Linear:

An easy-to-understand introduction to multi-touch attribution.

Cons of Linear:

Makes it difficult to see opportunities for optimizing your campaigns and product use.

Positional: Attributes 40% credit to the first and last touchpoint, while each touchpoint in between receives linear credit.

Pros of Positional:

Acknowledges importance of first and last touches while still attributing credit to all influencing touchpoints.

Cons of Positional:

May attribute too much credit to the first and last touchpoints, which could undervalue the nurturing touchpoints in between.

Time Decay: Attributes the most credit to the final touchpoint, with decreasing credit for each touchpoint before.

Pros of Time Decay:

Provides insight into which touchpoints ultimately close conversions.

Cons of Time Decay:

Devalues brand awareness and top-of-the-funnel touchpoints.

AdRoll Conversion Paths Features

  • Dive into the granular conversion paths for AdRoll Touched or Attributed conversions with a variety of filters to explore - by product, campaign, AdGroup, audience, and device.
  • Understand key drivers to conversion.
  • Look at both first and last touch pathways to understand the beginning of the conversion journey compared to the end.
  • Filter by conversion audiences to better understand the specific journeys of the converters you care about most.
  • Filter by Touched or Attributed to understand what conversion journeys look like when credit is attributed to AdRoll vs. when it is not.

Attributed Conversions

The number of conversions attributed to your AdRoll ads based on the selected Attribution model.


Cost-per-acquisition: Your average spend per attributed conversion.


Return on ad spend: Your profit per dollar spent, generated from conversions that happen after someone views your ad.

Attributed Revenue

Total earnings attributed to your AdRoll ads.

Average Order Value

Your average revenue per attributed conversion.


Amount spent on ads.

Median Time From Last Touch

Median time it takes a user to convert after the last AdRoll touchpoint.

Median Time From First Touch

Median time it takes a user to convert after the first AdRoll touchpoint.

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