Analyze Your Campaigns with the AdRoll Attribution Dashboard

May 29, 2018 Anahid Basmajian


In this blog post we'll show you how to analyse your campaigns in our Attribution dash so you can see how your AdRoll campaigns work together and contribute to your customer’s path to convert. Your tab is comprised of two useful sections: AdRoll and Cross-Channel insights. Let's take a look. 

AdRoll insights

The AdRoll section highlights the key takeaways and granular paths to conversion for your AdRoll attributed and influenced conversions. It also allows you to explore different rule-based attribution models and compare to the attribution model you are currently using. AdRoll insights includes two key features: Top Contributors and AdRoll Influenced Conversion Paths.

With Top Contributors you can:

  • Get top-level insights from your general web and email campaigns.
  • View a breakdown of where your conversions occur: by product, campaign, AdGroup, and conversion audience.
  • Compare models by selecting from an assortment of rule-based attribution models.

Compare models

Explore and compare six rule-based attribution models: last click, last touch, first touch, linear, positional, and time decay. Each model has a unique set of rules for attributing credit to each AdRoll product leading up to a conversion. For example, you can see which tactics influence your customers at which stage. See how your performance changes as you adjust the attribution model to suit the goals of your AdRoll initiatives.

Last click/touch

Attributes 100% of credit to the click that happened prior to a visitor converting.

Pros of last click/touch: Simple to follow and useful when a single touchpoint results in a conversion.

Cons of last click/touch: Both models are biased towards bottom-of-the-funnel tactics and therefore can’t depict how all touchpoints contribute to the conversion.

First touch

Attributes 100% of credit to the first touchpoint that brought a visitor into your purchase funnel.

Pros of first touch: Ideal for an acquisition or demand-generation campaign.

Cons of first touch: Limited view of a customer’s path to conversion.


Attributes equal credit across all touchpoints.

Pros of linear: An easy-to-understand introduction to multi-touch attribution.

Cons of linear: Makes it difficult to see opportunities for optimizing your campaigns and product use.


Attributes 40% credit to the first and last touchpoint, while each touchpoint in between receives linear credit. 

Pros of positional: Acknowledges the importance of first and last touches while still attributing credit to all influencing touchpoints.

Cons of positional: May attribute too much credit to the first and last touchpoints, which could undervalue the nurturing touchpoints in between.

Time decay

Attributes the most credit to the final touchpoint, with decreasing credit for each touchpoint before.

Pros of time decay: Provides insight into which touchpoints ultimately close conversions.

Cons of time decay: Devalues prospecting and top-of-the-funnel touchpoints.

How to use AdRoll-influenced conversion paths

  • Dive into the granular conversion paths for AdRoll Influenced conversions with a variety of filters to explore: by tactic, campaign, AdGroup, audience, and device.
  • Understand key drivers to conversion.
  • Look at both first and last touch pathways to understand the beginning of the conversion journey compared to the end.
  • Filter by conversion audiences to better understand the specific journeys of the converters you care about most.
  • Filter by influenced or attributed to understand conversion journeys when credit is attributed to AdRoll vs when it isn't.

Attributed conversions

The number of conversions attributed to your AdRoll ads based on the selected Attribution model.


Cost per acquisition: Your average spend per attributed conversion.


Return on ad spend: Your profit per dollar spent, generated from conversions that happen after someone views your ad.

Attributed revenue

Total earnings attributed to your AdRoll ads.

Average order value

Your average revenue per attributed conversion.


Amount spent on ads.

Average time from last touch

Average time from the last AdRoll view or click prior to conversion

Average time from first touch

Average time from the first AdRoll view or click prior to conversion


Looking at your cross-channel performance is a great way to see which channels are the key drivers of your customer journey. View your UTM-tagged campaigns alongside your AdRoll impression and click data to better understand what channels are influencing the path to conversion.

With cross-channel Top Paths you can:

  • Understand how your AdRoll products work with other channels to influence a conversion.
  • Evaluate the most common touchpoints and their effect on AOV, Time to Convert, and Conversions.
  • Compare AdRoll influenced pathways vs. all pathways.
  • Filter by specific conversion segments to understand the journey of your most important converters.
  • View your conversion paths based on time to conversion: 30-10 days, 10-1 days, 1 day-1 hour, and <1 hour.


The total number of unique conversions generated for each conversion path.


Touched by or assisted by a channel but not attributed with current model.

Average order value

Your average revenue per conversion.

Time to convert

Average days it takes for your users to convert.

First AdRoll touch

Average first tracked AdRoll touch in the selected time range.

Last AdRoll touch

Average last tracked AdRoll touch in the selected time range.

Sign in to AdRoll to analyse your campaigns in more detail. 

About the Author

Anahid Basmajian

Anahid Basmajian // Head of Brand Marketing EMEA // AdRoll

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