Total Revenue
$2.4M
18.2% vs prev. period
Marketing Mix Model Dashboard
Marketing ROI
4.2x
0.4x vs prev. period
Total Ad Spend
$584K
12.5% vs prev. period
Conversions
8,421
22.1% vs prev. period
Marketing Mix Scorecard
Key Metrics
CPA (Blended)
$69.35
8.2% better
ROAS
420%
15% better
Contribution Margin
$1.82M
19.3%
CAC Payback
4.2 mo
On target
Incremental Revenue
$1.64M
21.5%
Attribution Accuracy
94.2%
Revenue Attribution by Channel
Last 30 days
Paid Search
Paid Social
Display
Email
Channel Performance Analysis
Contribution to total revenue and efficiency metrics
Paid Search
Google AdsRevenue Contribution
$842K
35.1% of total
Ad Spend
$186K
ROI
4.5x
CPA
$62.40
Adstock Effect
Peak effectiveness at 3-5 days with 40% carryover. Optimal for short-term conversions.
Paid Social
Meta & LinkedInRevenue Contribution
$672K
28.0% of total
Ad Spend
$154K
ROI
4.4x
CPA
$68.20
Adstock Effect
Extended decay of 7-10 days with 55% carryover. Strong brand awareness impact.
Display Advertising
ProgrammaticRevenue Contribution
$384K
16.0% of total
Ad Spend
$118K
ROI
3.3x
CPA
$89.50
Adstock Effect
Long tail effect of 14+ days with 65% carryover. Supports assisted conversions.
Email Marketing
CampaignsRevenue Contribution
$504K
21.0% of total
Ad Spend
$126K
ROI
4.0x
CPA
$58.30
Adstock Effect
Immediate impact within 24-48 hours with minimal carryover. Best for direct response.
Organic Search
SEORevenue Contribution
$312K
13.0% of total
Investment
$42K
ROI
7.4x
CPA
$38.20
Compounding Effect
Continuous growth with cumulative benefits. Long-term investment with highest efficiency.
Affiliate & Partnerships
PartnersRevenue Contribution
$186K
7.8% of total
Commission Paid
$28K
ROI
6.6x
CPA
$42.80
Performance Model
Pay-for-performance model with low risk. Scales efficiently with partner network growth.
Adstock & Carryover Analysis
Media effectiveness decay and long-term impact measurement
Adstock Decay Curves by Channel
30-day window
Paid Search
Paid Social
Display
Email
Carryover Rates
Retention
Display
65%
Paid Social
55%
Paid Search
40%
Email
15%
Model Parameters
| Channel | Half-Life | Peak Day |
|---|---|---|
| Paid Search | 4 days | Day 3 |
| Paid Social | 8 days | Day 5 |
| Display | 16 days | Day 7 |
| 1 day | Day 1 |
Multi-Touch Attribution
Credit distribution across customer journey touchpoints
Data-Driven Attribution Model
Machine learning based
Attribution Breakdown by Channel
Detailed view| Channel | First Touch | Mid Touch | Last Touch | Total Credit |
|---|---|---|---|---|
| Paid Search | 18.2% | 24.8% | 42.1% | 28.4% |
| Paid Social | 32.4% | 28.6% | 12.3% | 24.4% |
| Display | 8.6% | 32.1% | 4.2% | 14.9% |
| 4.2% | 8.4% | 28.6% | 13.7% | |
| Organic Search | 24.8% | 4.2% | 8.4% | 12.5% |
| Direct | 11.8% | 1.9% | 4.4% | 6.1% |
Attribution Model Comparison
Multiple models
| Channel | Last Touch | First Touch | Linear | Time Decay | Data-Driven |
|---|---|---|---|---|---|
| Paid Search | 42.1% | 18.2% | 28.5% | 31.2% | 28.4% |
| Paid Social | 12.3% | 32.4% | 24.2% | 22.8% | 24.4% |
| Display | 4.2% | 8.6% | 16.8% | 12.4% | 14.9% |
| 28.6% | 4.2% | 12.4% | 18.6% | 13.7% | |
| Organic Search | 8.4% | 24.8% | 12.2% | 10.8% | 12.5% |
| Direct | 4.4% | 11.8% | 5.9% | 4.2% | 6.1% |
Model Selection Rationale
Data-driven attribution uses machine learning to analyze actual conversion paths and assigns credit based on the statistical contribution of each touchpoint. This model shows that Paid Search has stronger last-touch influence while Paid Social drives early awareness.
Connected Data Sources
Real-time integrations powering the marketing mix model
Google Ads
Paid Search
Last sync:
2 min ago
Records:
342,580
Meta Ads
Social Advertising
Last sync:
5 min ago
Records:
284,120
Google Analytics
Web Analytics
Last sync:
1 min ago
Records:
1,284,650
Mailchimp
Email Marketing
Last sync:
8 min ago
Records:
98,420
LinkedIn Ads
B2B Advertising
Last sync:
12 min ago
Records:
52,340
Shopify
E-commerce
Last sync:
3 min ago
Records:
8,421
Salesforce
CRM
Last sync:
15 min ago
Records:
124,580
DV360
Programmatic Display
Last sync:
6 min ago
Records:
186,240