Last Touch (Channel View)

This view shows the channel a buyer was last exposed to before converting. For example, a journey that starts in Organic Search and ends after a retargeting ad click would be attributed as a Paid Search last touch conversion.

KPI Strip

Four headline numbers sit above the donut chart and table. They update immediately when you change date range, apply a filter, or activate comparison mode.

Channel Distribution Donut and Breakdown Table

The left panel shows a donut chart of last-touch conversions by channel.

Each arc segment represents one channel’s share. Click any segment to isolate it: the legend, the donut centre count, and the breakdown table on the right all filter to show only that channel. Click again or use the Clear filter link to reset.

Channels View vs Sources View

The toggle in the breakdown table header switches between two levels of granularity. Channels view rolls up all source/medium pairs into one row per channel. Sources view gives you the raw data underneath each channel.

When “Sources” view is active, each row shows a specific source/medium pair (e.g., “google / paid”, “linkedin / social”) with its channel assignment shown as a badge.

Hover over any source to see a tooltip of the top landing pages from that source. Click the chevron to expand a source and see its top landing pages, each with its count of conversions and breakdown of conversion events.

Source Expansion: Landing Pages and Conversion Events

Click the chevron next to any source in the Sources view to expand and see the top landing pages for that source, along with which conversion events happened on each page.

A source with a single dominant landing page tells you that your ad campaigns drive traffic to one specific offer. A source with many landing pages indicates a broader, less targeted approach, harder to optimise, but potentially capturing more varied intent.

Conversion Events by Channel

Click the chevron next to any channel in the Channels view to expand and see which conversion events each channel is driving as last touch.

If Paid Search drives mostly demo bookings while Organic Search drives newsletter signups, that tells you which channels to use for different conversion goals.

Date Range & Comparison Controls

The toolbar works identically to the rest of the Last Touch tab. Quick-select date ranges (2 days, 7 days, 28 days) appear inline. The More menu gives you extended ranges (3, 6, 12 months) and a custom date window.

The Compare tab inside More lets you overlay the same channel data from a previous period. When comparing, the breakdown table grows additional columns: current conversions, previous conversions, absolute difference, current share %, previous share %, and share point difference. Green arrows indicate growth; red indicates decline.

Export

The Export button generates a multi-sheet Excel file. In Channels view, the export includes:

• Channel & Source Performance Summary: A complete breakdown of last-touch conversions across channels and their underlying source/medium pairs, including conversion counts, share percentages, and top landing pages.