Marketing Channel Attribution Report

Quarterly analysis of marketing channel performance across key metrics including ROI, conversion rates, and attribution patterns to optimize channel mix and marketing spend allocation.

Report Objective

Track and analyze the effectiveness of marketing channels through multi-touch attribution analysis, focusing on revenue contribution, ROI, and conversion patterns to optimize channel mix and budget allocation for maximum marketing impact.

Channel ROI Performance

Bar chart comparing ROI across channels with marketing spend overlay

Questions to Consider:

Paid Search Organic Search Social Media Email Display Affiliates Direct Referral channel 0 10 20 30 40 sum(roi) How does ROI vary across marketing channels? Paid Search and Email showing highest ROI at 5.2x and 4.8x respectively

  • Which channels consistently deliver the highest ROI?

  • How does ROI correlate with spending levels?

  • Are there opportunities to reallocate budget based on ROI performance?

  • Is spend allocation aligned with channel performance?

  • Which channels show potential for increased investment?

  • Are there channels that are over-invested relative to returns?

 Paid Search Organic Search Social Media Email Display Affiliates Direct Referral channel $0 $200,000 $400,000 $600,000 $800,000 sum(marketing_spend) How is marketing spend distributed across channels? Paid Search receives highest allocation at $250k, followed by Display at $200k

Conversion Funnel Analysis

Line chart showing conversion rates by channel over time

Questions to Consider:

Feb 2024 Mar 2024 Apr 2024 date 3.0% 4.0% 5.0% sum(conversion_rate) vs. channel How do conversion rates trend across channels? Email maintains highest conversion rate at 12%, followed by Paid Search at 9%

  • Which channels show consistent conversion performance?

  • Are there seasonal patterns in conversion rates?

  • How do conversion rates correlate with marketing spend?

  • Which channels drive the most traffic volume?

  • How does traffic volume correlate with conversion rates?

  • Are there opportunities to increase traffic from high-converting channels?

 Paid Search Organic Search Social Media Email Display Affiliates Direct Referral channel 0 500,000 1,000,000 1,500,000 sum(visits) What is the visit volume by channel? Organic Search drives highest traffic at 500k visits, followed by Paid Search

Attribution Patterns

Bar chart comparing first-touch vs. last-touch attribution percentages

Questions to Consider:

Paid Search Organic Search Social Media Email Display Affiliates Direct Referral channel 0.0% 50.0% 100.0% 150.0% sum(first_touch_pct) How does channel influence vary across the customer journey? Social Media dominates first-touch (35%) while Email leads last-touch (40%)

  • Which channels are most effective at initiating customer journeys?

  • How does channel influence shift between first and last touch?

  • What opportunities exist for improving cross-channel attribution?