Multi-Channel Attribution Analysis

Channel Performance Summary

Key Insights

Your Best Channel: Newsletter (5.56%)

• Converts at 2.96x the rate of Twitter and 4.63x the rate of organic
• Despite reaching only 450 people, generates 25 signups (20.8% of total)
• Smallest audience but highest efficiency
• Action: Prioritize email list growth—every subscriber converts at 5.56%

The Attribution Mystery: 50 Unknown Conversions (41.7%)

This is your biggest problem and opportunity:

• Over 40% of signups have no known source
• Could be word-of-mouth, social shares without UTM, or brand direct traffic
• You’re flying blind on nearly half your conversions
• Action: Add “How did you hear about us?” survey to signup flow immediately

Twitter Reality Check

• 800 visitors → 15 signups = 1.88% conversion
• Middle performer—better than organic but 3x worse than newsletter
• Without time investment data, can’t assess if ROI justifies effort
• Question: How many hours/week do you spend on Twitter? That determines if 1.88% is worth it.

Organic Volume Play

• 2,500 visitors driving 30 signups (25% of total)
• Low 1.20% conversion rate but high absolute volume
• SEO/content compounds over time—traffic grows without ongoing effort
• Finding: Organic is your volume driver despite poor conversion rate

Attribution Model Comparison

Last-Touch (Current View)

Based on your reported data (appears to be last-touch attribution):

• Newsletter: 25 signups (20.8%)
• Organic: 30 signups (25.0%)
• Twitter: 15 signups (12.5%)
• Unknown: 50 signups (41.7%)

First-Touch (Awareness) - Estimated

If we assume most users discover you via search first:

• Organic likely responsible for ~50-60% of first touches
• Newsletter gets over-credited (they already knew about you)
• Twitter may introduce users who convert later via newsletter

Linear (Balanced) - Estimated

For a typical user journey: Google → Twitter → Newsletter → Signup

• Each touchpoint gets 33% credit
• Without multi-touch data, can’t calculate precisely
• Likely reality: Organic introduces, Twitter nurtures, Newsletter converts

Current limitation: You only see last-touch. True multi-touch attribution requires tracking the full journey.

Data Quality Assessment

Attribution Completeness: 58.3% (70 known / 120 total)
Confidence Level: Medium-Low

Why confidence is limited:

• 41.7% of conversions unattributed
• No multi-touch journey data
• No time-to-conversion data
• Rough estimates (“about 30 from organic”) vs. precise tracking

Recommendations

Immediate (This Week)

1. Add mandatory signup survey

   • “How did you hear about us?”
   • Options: Google search, Twitter, Email newsletter, Friend/colleague, Other
   • Captures 90%+ of future attribution
   • Takes 30 minutes to implement

2. UTM all shared links

   • Twitter posts: utm_source=twitter&utm_medium=social
   • Newsletter links: utm_source=newsletter&utm_medium=email
   • Consistent naming enables better tracking

3. Track your time investment

   • Log hours spent on each channel this week
   • Needed to calculate true ROI

This Month

1. Grow newsletter aggressively

   • It’s your highest-converting channel by far
   • Add opt-in forms to high-traffic pages
   • Create lead magnet (guide, template, checklist)
   • Every subscriber worth: 5.56% × LTV

2. Improve organic conversion rate

   • 1.20% is low—opportunity to improve
   • A/B test landing page CTAs
   • Add social proof (testimonials, user count)
   • Target: Move from 1.20% → 2.00% = +20 signups/month

Next Analysis (30 Days)

After implementing tracking improvements:

• Rerun this analysis with complete attribution data
• Should see attribution completeness >85%
• Can then make confident reallocation decisions