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Your Attribution Dashboard

Explore your Attribution Dashboard to understand how AdRoll campaigns work together and contribute to a customer’s path to convert. Your dashboard is comprised of three sections: Conversion Insights, Paths, and Compare Models.

Conversion Insights

Conversion Insights provides a top-level view of how your converters behave. 

With Conversion Insights you can:

  • View a breakdown of where your conversions occur – by product, campaign, AdGroup, and conversion audience.
  • Dive into how your ad spend is working.
  • Understand key drivers to conversion.
Attributed Conversions  The number of conversions attributed to your AdRoll ads based on the selected Attribution model. 
CPA Cost per acquisition: Your average spend per conversion.
ROAS  Return on ad spend: Your profit per dollar spend, generated from conversions that happen after someone views your ad.
Attributed Revenue

Total earnings attributed to your AdRoll ads.

Attributed Order Value Your average revenue per conversion.
Spend Amount spent on ads.


Conversion Paths

Conversion paths are a great way to see which products, campaigns, and devices are the key drivers for your customer journey. 

With conversion paths you can:

  • Understand how your AdRoll products work together to influence a conversion.
  • Evaluate the most common touchpoints and their effect on key KPIs.
  • See the impact AdRoll has on their other marketing channels in the customer's path to conversion
Conversions  The total number of unique conversions generated for each conversion path.
Average Days Total days from the first touchpoint to conversion.
Average Order Value  Your average revenue per conversion.
Attributed Revenue

Total revenue driven through the conversion path.


Compare Models 

Explore and choose from 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. For example, if you have active AdRoll Retargeting, Prospecting, and Email campaigns, you can see where each product influences your customers at which stage.


The Six Attribution Models

  • Last Click: Attributes 100% of credit to the click that happened prior to a visitor converting.

  • Last Touch: Attributes 100% credit to the click that happened right before a visitor converted.

    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 prospecting and top-of-the-funnel touchpoints.


According to a FB Nielsen Study, only 4-8% of internet audiences account for 80-100% of all clicks. Consider comparing the results of a last click against a multi-touch attribution model.

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