Our Accounting Modes, Attribution Models, and Attribution Windows are the three levers that determine how much credit is given to a certain channel.

In order to fully understand, here are a few examples.

Example #1

Time Period: Jan 1, 2024 - Jan 31, 2024

Attribution Model: Clicks-Only

Attribution Window: 1 Day

Accounting Mode: Accrual performance

Platform	Spend	Attributed Rev (1d)	LTV Attributed Rev	ROAS (1d)	LTV ROAS
Facebook Ads	$50	$75	$150	1.5	3.0
Google Ads	$50	$125	$175	2.5	3.5
Email	$0	$50	$75	-	-

Spend

This one is pretty straight forward. In this time period, $50 was spent on Facebook Ads and $50 was spent on Google Ads. These are pulled directly from in-platform data via API referencing Ad Accounts connected to your dashboard.

Attributed Rev (1d) / LTV Attributed Rev

This is revenue reported in two different attribution windows.

To understand, let's break it down into parts:

Attributed Revenue is revenue tied to a specific marketing touchpoint. The key word is Attributed, the terminology we use in the Accrual accounting mode, where credit is given to when the touchpoint occurred.

(1d) refers to the attribution window, which in this case is a 1-Day window. This means credit is only given from purchases that were completed within 1 day after the touchpoint.

LTV refers to the attribution window, which in this case is an infinite day window. This means credit is given from purchases that were completed anytime after the touchpoint.

For more information on our attribution windows, reference our Attribution Window guide.

Lastly, let's not forget about the Clicks-Only model. Credit is divided between all upper funnel touchpoints. In this case, revenue credit. Reference our Attribution Model guide for more information.

Okay, now let's put it all together. Below find the breakdown for each platform using both revenue metrics.

Platform Breakdown for Attributed Rev (1d)

Facebook Ads - Revenue from all clicks that resulted in a purchase within 1 day
Google Ads - Revenue from all clicks that resulted in a purchase within 1 day
Email - Revenue from all clicks that resulted in a purchase within 1 day
- Note: We try to pull credit away from Email in the Clicks-Only model. Therefore, any retained revenue is from customer journeys that didn't have an Upper Funnel touchpoint.

Platform Breakdown for LTV Attributed Rev

Facebook Ads - Revenue from all clicks that resulted in a purchase on an indefinite window
Google Ads - Revenue from all clicks that resulted in a purchase on an indefinite window
Email - Revenue from all clicks that resulted in a purchase on an indefinite window
- Note: We try to pull credit away from Email in the Clicks-Only model. Therefore, any retained revenue is from customer journeys that didn't have an Upper Funnel touchpoint.

ROAS (1d) / LTV ROAS

This is the Return on Ad Spend using revenue from the same two attribution windows as above:

ROAS (1d): Attributed Rev (1d) ÷ Spend
LTV ROAS: LTV Attributed Rev ÷ Spend

These metrics can be used to evaluate ROAS from the two windows.

Example #2

Time Period: Jan 1, 2024 - Jan 31, 2024

Attribution Model: Clicks-Only

Attribution Window: 3 Day

Accounting Mode: Accrual performance

Platform	Spend	Transactions (3d)	LTV Transactions	CAC (3d)	LTV CAC
Facebook Ads	$50	2.20	5.67	$22.73	$8.82
Google Ads	$50	6.25	10.81	$8.00	$4.63
Email	$0	2.02	3.59	-	-

Spend

Again, this one is pretty straight forward. In this time period, $50 was spent on Facebook Ads and $50 was spent on Google Ads. These are pulled directly from in-platform data via API referencing Ad Accounts connected to your dashboard.

Transactions (3d) / LTV Transactions

Okay, we know. You may be asking yourself: "Why are there fractional transactions?".

Don't worry, we'll unpack it below.

The fractional transactions are from our attribution windows. As you know, we credit is divided between the touchpoints in the Accrual accounting. In this case, transactional credit. (For a refresher on our accounting modes, click here).

Let's break it down the entire metric:

Transactions are purchases attributed to a specific marketing touchpoint.
(3d) refers to a 3-Day window which means that credit is only given from purchases that were completed within 3 days of the touchpoint.
LTV refers to an infinite day window which means that credit is given from purchases that were completed completed on an indefinite window.
- Let's say there was a click on Jan 1 and the conversion was on Jan 31. That is a 30-day window, which falls under our indefinite window. Even if it were a 365-day window, this would still fall under our indefinite window.
- Reference our Attribution Window guide for more information.

Lastly, let's not forget about the Clicks-Only attribution model. Credit is divided between all upper funnel touchpoints. In this case, revenue credit. Reference our Attribution Model guide for more information.

Okay, now let's put it all together. Below find the breakdown for each platform using both revenue metrics.

Platform Breakdown for Transactions (3d)

Facebook Ads - Transactions from all clicks that resulted in a purchase within 3 day
Google Ads - Transactions from all clicks that resulted in a purchase within 3 day
Email - Transactions from all clicks that resulted in a purchase within 3 day
- Note: We try to pull credit away from Email in the Clicks-Only model. Therefore, any retained revenue is from customer journeys that didn't have an Upper Funnel touchpoint.

Platform Breakdown for LTV Transactions

Facebook Ads - Revenue from all clicks that resulted in a purchase on an indefinite window
Google Ads - Revenue from all clicks that resulted in a purchase on an indefinite window
Email - Revenue from all clicks that resulted in a purchase on an indefinite window
- Note: We try to pull credit away from Email in the Clicks-Only model. Therefore, any retained revenue is from customer journeys that didn't have an Upper Funnel touchpoint.