Simple Channel Performance Comparison

Multi-Channel Attribution Analysis

Channel Performance Summary

Total: 1,800 visitors → 45 signups = 2.50% overall conversion rate

Key Insights

Your Best Channel: Social Media (3.33% conversion)

• Despite only 17% of total traffic, social converts at 2.5x the rate of organic
• High-intent audience that’s more engaged with your brand
• 10 signups from just 300 visitors shows strong product-market fit with this audience
• RECOMMENDATION: Double down on social media—it’s your most efficient channel

Organic: The Volume Play

• 1,500 visitors = 83% of your tracked traffic
• 1.33% conversion rate is acceptable for cold search traffic
• Driving 44% of your conversions despite lower efficiency
• Continue investing but don’t expect conversion rates to match social

The Attribution Gap: 15 unknown conversions (33%)

• One-third of your signups can’t be tracked to a source
• Likely sources:
  • Direct traffic (bookmarked, typed URL, or brand searches)
  • Shared links without UTM parameters
  • Word-of-mouth referrals
  • Cross-device journeys (found on mobile, signed up on desktop)
• CRITICAL: This 33% gap prevents reliable optimization decisions

Attribution Model Analysis

Your data represents last-touch attribution (crediting the final interaction before signup). This means:

What you’re seeing accurately:

• Social media’s 3.33% conversion rate is real—these users converted after social interaction
• Organic’s 1.33% rate reflects search visitors converting directly

What might be hidden:

• Some “organic” conversions may have first discovered you via social
• Social media could be driving brand awareness that leads to later organic searches
• The 15 unknown conversions might include multi-touch journeys

Efficiency Comparison

Conversion efficiency:

• Social media: 3.33% (2.5x better than organic)
• Organic: 1.33% (still acceptable for cold traffic)

Volume contribution:

• Organic: 20 signups (44.4% of attributed conversions)
• Social: 10 signups (22.2% of attributed conversions)

The trade-off:

• Social = quality over quantity (high conversion, lower volume)
• Organic = quantity over quality (lower conversion, high volume)
• Both are valuable, serving different purposes

What’s Working Best?

Winner: Social Media

• Highest conversion rate (3.33%)
• Most efficient per-visitor basis
• Suggests strong audience-product alignment
• Lower volume but higher intent

Action Items

1. IMMEDIATE: Fix the 33% attribution gap

   • Add “How did you hear about us?” dropdown at signup with options:
     • Google search
     • Social media (which platform?)
     • Friend/colleague referral
     • Other (please specify)
   • This will validate current assumptions and capture the missing 15 conversions

2. THIS WEEK: Implement UTM tracking

   • Tag ALL shared links with UTM parameters
   • This separates organic search from social-driven brand searches

3. THIS MONTH: Increase social media investment

   • Current: 10 signups from 300 visitors = 3.33% efficiency
   • If you can double social traffic to 600 visitors at same conversion rate:
     • Expected outcome: +10 signups per period

4. TRACK: Time investment per channel

   • Document hours spent on creating content for organic vs social media
   • Calculate ROI per hour to inform resource allocation

Data Quality Assessment

Attribution coverage: 67% (30 attributed / 45 total)

• Goal: Achieve 85%+ attribution coverage for reliable decisions
• Current gap: 15 conversions (33%) untracked

Priority fix: Add post-signup survey to immediately reduce attribution gap from 33% to <15%.

Bottom Line

Social media is working best on a per-visitor basis (3.33% vs 1.33%), making it your most efficient channel. However, organic search drives the most volume (20 signups vs 10).

Ideal strategy:

• Grow social to leverage its superior conversion efficiency
• Maintain organic for sustainable volume
• Fix attribution to understand the 33% you’re currently blind to