Attribution metrics guide

Attribution metrics help measure and analyze the impact of marketing efforts across different channels. These metrics allow businesses to understand which touchpoints contribute most to conversions, enabling more informed decisions about resource allocation and marketing strategies.

Summary metrics


Attributed Revenue	The total revenue generated from customer interactions that can be directly attributed to your marketing efforts.
MER	MER (Marketing Efficiency Ratio) compares the total revenue generated to the marketing spend. A higher MER indicates more efficient marketing spend.	Attributed Revenue / Total Marketing Spends
NC Revenue	(New Customer Revenue is the total revenue generated specifically from new customers acquired through your marketing efforts.
NC ROAS	New Customer Return On Ad Spend is similar to ROAS, but focuses on the return on ad spend specifically for new customers acquired.	NC Revenue / Ad Spend
NC MER	New Customer Marketing Efficiency Ratio is similar to MER, but focuses on the efficiency of marketing spend for acquiring new customers.	NC Revenue / Ad Spend
Att. Revenue Error	Revenue Attribution Error Range represents the potential discrepancy in revenue attribution between platform-reported revenue and Lifesight's calculated revenue. • Min Value: Indicating the minimum possible shortfall in revenue attribution. • Max Value: Indicating the maximum possible over-attribution, accounting for direct traffic.	Min Value = platformRevenue - Attributed Revenue Max Value = (Direct + platformRevenue) - Attributed Revenue
NC AOV	New Customer Average Order Value is the average amount spent per order by new customers.
Ad Spend	The total amount of money you've invested in marketing campaigns across all channels during the selected timeframe.
Impressions	The number of times your paid marketing message is displayed, regardless of whether a user clicks on it.
Platform Revenue
Platform Orders

Engagement metrics

Metric name	Definition	Formula
Impressions
Clicks

Conversion metrics

Metric name	Definitions	Formula
Visits	The total number of times users visit your website or landing page.
CPA (Visits)	The average cost of acquiring a new website visitor through your marketing efforts.	Ad Spend / Visits
Signups	The number of users who have registered for your service or created an account on your website.	-
CPA (Signups)	The average cost of acquiring a new signup through your marketing efforts.	Ad Spend / Signups
Add to Carts	The number of times a product or service is added to a user's shopping cart.	-
CPA (Add to Carts)	The average cost of getting a user to add a product or service to their shopping cart.	Ad Spend / Add to Cart
iROAS	Incremental Return On Ad Spend measures the additional revenue generated from advertising efforts compared to the incremental ad spend, focusing on the true impact of ads.	Incremental Revenue / Incremental Ad Spend
pOrders	Platform Orders refer to the number of orders attributed to a specific advertising or ecommerce platform (such as Google, Facebook, or Amazon) based on tracking and attribution data.	-
pCPA (Orders)	Platform Cost Per Acquisition is the average cost incurred to acquire a customer or achieve a conversion (such as a sale, signup, or other desired action) through a specific advertising platform.	Platform Spend / Platform orders

Revenue metrics

Metric name	Definitions	Formula
AOV	Average Order Value is the average amount spent per order by your customers.	-
pRevenue	Platform Revenue is the revenue reported by a specific ad channel	-
UTM Revenue	Refers to the revenue captured by Lifesight	-
Channel vs UTM	Compares the differences between UTM and Platform reported revenue	pRevenue - UTM Revenue
UTM New Revenue	Refers to the new revenue captured by Lifesight	-

Purchases

Metric name	Definitions	Formula
Purchases	Number of purchases events completed
New Purchases	Number of new purchases events completed
Cost Per Order	Cost Per Order	Ad spend / Order count
CAC	Customer Acquisition Cost is the average cost of acquiring a new customer, considering all marketing and sales expenses.
LTV/CAC Ratio	The LTV/CAC ratio measures the efficiency of customer acquisition by comparing the lifetime value (LTV) of a customer to the cost of acquiring that customer (CAC). APV = Average Purchase Value = (total revenue / number of purchases) at the channel level • APF = Average Purchase Frequency = (number of purchases / number of distinct customers) at the channel level • CL = Customer Lifetime = The average duration from first purchase to last purchase across all customers in months	LTV = APV x APF x CL

Spend

Metric name	Definitions	Formula
Spend	Channel spends	-

ROAS

Metric name	Definitions	Formula
ROAS	A metric that shows the overall effectiveness of digital ad efforts by comparing the total revenue generated from ads to the total ad spend.	Attributed Revenue from ads / Ad Spend
pROAS	Platform reported ROAS values	Platform revenue / Platform spend
UTM ROAS	Lifesight reported ROAS values
UTM NC ROAS	Lifesight reported ROAS for new customers

Time to Convert

Metric name	Definitions
Conversion Rate	The percentage of visitors who complete a desired action on a website or app.
Average	Defined as the mean time it took for a conversion event to occur from when the user landed on the website from an ad channel, averaged across all conversions for that specific ad channel. It helps identify which channels are driving the fastest conversions.
25th Percentile	Represents the time below which 25% of all conversion events occur for an ad channel
50th Percentile	Represents the time below which 50% of all conversion events occur for an ad channel
75th Percentile	Represents the time below which 75% of all conversion events occur for an ad channel
Tmax	Represents the maximum time it took for a conversion event to occur for an ad channel

Note: All the above values can also be estimated at channel, objective, campaign, Ad group & Ad level