Your Attribution Dashboard

Your attribution dashboard helps you learn more about how your converters behave and interact with your brand. There are three key sections of your attribution dashboard: Total Converters, Cross-Channel, and AdRoll.


Total Converters

Your customers are some of your most important site visitors. The total converters section of your attribution dashboard shows how your converters behave on your site.

Total Converters 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.
  • Compare Total, AdRoll-Touched, and AdRoll-Attributed to find optimization opportunities for Device, Conversion Audience, Country,  and Products Viewed changes.



Touched or assisted by AdRoll but not attributed with current model.


Credit assigned to AdRoll based on current model.


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


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.



Your cross-channel performance is a great way to see which channels are the key drivers of your customer journey. View your UTM-tagged campaigns alongside AdRoll impression and click data to better understand which channels influence the path to conversion.

Your AdRoll pixel recognizes when a user is brought to your site via a UTM-tagged campaign. The conversion trail (your customer path to purchase) can be built to reflect your UTM-tagged channels as well as your AdRoll touchpoints.

Top Channels Features

  • View AdRoll’s contribution to your total site conversions.
  • Look at your Top Channels based on your direct, UTM-tagged, and AdRoll touchpoints - both attributed and influenced.
  • Compare how your top channels are impacted when leveraging various rule-based conversion models including: Last Touch, First Touch, Last Click, Linear, Positional, and Time Decay.
  • Consider your Top Channels with and without cross-device.
  • Reduce the weight for your direct touches over a span of 7 days by using the direct toggle.

Compare Models

Explore and compare six rule-based conversion models: last touch, first touch, last click, linear, positional, and time decay across your direct, UTM-tagged, and AdRoll campaigns. Each model has a unique set of rules for attributing credit to each channel touchpoint leading up to a conversion. For example, if you have active AdRoll, Search, and Email initiatives, you can see where each channel influences your customers along their path to convert. See how your top channels change as you adjust the conversion model.

Top Paths Features

  • Understand how your AdRoll products work with other channels to influence a conversion.
  • Evaluate the most common touchpoints and their effect on AOV, Time to Convert, and Conversion Volume.
  • Compare AdRoll-influenced pathways to all pathways.
  • Filter by specific conversion audiences to understand the journey of your most important converters.
  • View your conversion paths based on time to conversion: 30-10 days, 10-1 days, 1 day-1 hour, and <1 hour.

Tip: If you rely on Google Analytics to capture your last click cross-channel data, you can now visit the AdRoll Cross-Channel tab and apply settings to supplement Google Analytics. Just select the Last Click model and toggle off our cross-device graph.

If you toggle the Direct option to On, this will more closely mirror both the Acquisition and Conversions tabs in Google Analytics.



The total number of unique conversions generated for each conversion path.


Touched by or assisted by a channel but not attributed with current model.

Average Order Value

Average revenue per conversion.

Time to Convert

Average days it takes for your users to convert.

First AdRoll Touch

Median first tracked AdRoll touch in the selected time range.

Last AdRoll Touch

Median last tracked AdRoll touch in the selected time range.


Median number of impressions, clicks, or direct site visits in the selected time range.



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

1, 2.

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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