Cross-Channel Attribution Overview

The AdRoll Cross-Channel Attribution Dashboard gives you a holistic view of your online marketing activities and their effects on your conversion and revenue metrics.

With this tool, you can analyze the performance from your ads, email, SMS, e-commerce store, CRM, and/or third-party analytics, in one centralized dashboard. Make better budgeting decisions by identifying and prioritizing investments in channels, campaigns, and journeys that generate the most conversions and highest revenue.


The Cross-Channel Performance Dashboard has a lot of features that make it discoverable, helpful, and easy to use.

Gain a more holistic view with UTM-tracked data and Platform-reported data in one place:

  1. Utilizing UTMs (urchin tracking modules), AdRoll is able to identify and deduplicate the conversion and revenue numbers coming from each individual channel. Utilizing the data we gather via our onsite pixel, UTM-tagged marketing channels are captured and brought together into a unified reporting dashboard.
  2. Dozens of metrics e.g. spend, conversions, revenue, CTR, impressions etc., imported hourly from integrated ads, email and sms platforms. 

Explore insights and understand the performance of your marketing mix on-the-fly with Insights. Insights highlight key campaign performance at a glance for KPIs that truly matter, like spend, conversions, revenue and ROAS. These help you have a pulse on what's working and what's not before you drill down to the channel and campaign data. You can now dive deeper into these metrics, identify optimization opportunities, and check the whole picture of your performance by clicking on the ‘Insights’ button.

Un-silo your marketing stack and review your spend, performance and conversion data: There are three tabs of data that drills into each of your channel's influence on conversion. These included attributed conversions, assisted conversions, and pathways.

The Attributed tab will show conversion and revenue that are credited to each channel and campaign based on the attribution model selected at the top of the dashboard.

TIp: You can customize this table to fit your needs. 

The Assisted tab will help paint a more holistic picture of a channel's attribution influence by displaying the number of conversions (as well as the coinciding revenue) for converters that the channel served ads to, but did not receive the attribution credit based on the selected attribution model.

The Pathways tab can be used to help tell a fuller story of a channel's conversion influence by displaying ads interactions from the same channels prior to conversion. In other words, you'll. be able to see shared conversion paths which can be vital in determining how channels work best when paired together as well as which channels influence additional conversions even when they may not receive the attribution credit.


Compare data to the previous date range to uncover new trends: By checking the Compare filter, the system will automatically compare the current date range to the previous e.g. current 30 days to previous 30 days, or current 90 days to previous 90 days. Metric deltas quickly identify the increase or decrease in your key metrics over time by channel and campaign. It's easy to understand what's happening across your entire marketing stack, by channel, and by campaign at a glance.

Drill down to the campaign level to review the performance of each individual campaign within each channel. Use this data to help determine what is working and what is not within a certain channel, helping optimize performance.

Tip: Have a change you want to make in your Recipes or campaigns after seeing the data in the Cross-Channel dashboard? You can easily access, resume or pause AdRoll, Facebook, TikTok and Pinterest campaigns directly from the dashboard to make editing quick.

Slice and dice your performance data to focus on what matters to you: Take a look at the filters and determine if the defaults are what you need. If not, change these filters to manipulate the data using your preferred conversion segment, attribution model, channel and time range.

Our UTM builder lets you create trackable links to copy and paste in your campaigns: Don’t see one of your channels in this dashboard? Use our AdRoll UTM link builder to help get the data flowing into the dashboard. At the top right of the dashboard click the Create UTM button to bring up our UTM Builder assistant.

With these data sources in place, you are now ready to start digging into the data and insights across all tracked channels in your marketing stack!

To get started

  1. Connect AdRoll to your site by installing the AdRoll Pixel.
  2. Create a conversion segment.

Add UTMs on your landing page URLs. You can use our UTM link builder.

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