[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fattribute-unattributed-conversion-data-analytics":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":23,"head_links":330,"breadcrumbs":331,"reading_minutes":143,"category":339,"head":341},"2018-04-13T09:07:54",{"rendered":6},"\u003Cp>\u003Cstrong>Having online payment system integration on your site is great. It allows for more options with payment, which consumers love, and they track orders and payments. Integration of such payment methods can however be a pain in the head if not correctly installed, and can lead to occurrences which is dreaded by many.\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>\u003Cstrong>The dreaded occurrence is opening Google Analytics and seeing that conversions via your direct, organic, and paid channels have dropped off, but conversions for genericpaymentsystem.com \u002F referral (such as paypal.com \u002F referral or checkout.sagepay.com \u002F referral) have had suspiciously a great month.\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">This is a classic case of unattributed revenue that i’m sure business owners and digital marketers have come into contact with too often. The main inconvenience of this, is that you know that this conversion data was generated via either direct, organic or paid channels but  you have no way of correctly attributing it, therefore your data is skewed.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Now firstly, it’s worth mentioning that when you identify a large amount of activity being attributed to a referral such as paypal.com \u002F referral or checkout.sagepay.com \u002F referral, the best thing to do it to add these as referral exclusions. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">This will block these as being the source of conversions and correctly attribute users activity in analytics.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">You are then however still in the dark with assigning the conversions to the correct channel, and depending how long it took to spot this, it can either be a small inconvenience or a major game changer to overall account performance. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">The best way to view the correct source of this traffic is to use the Multi-Channel Funnel reports in analytics. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3696\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FtyFFDo4D-Screen-Shot-2018-04-12-at-18.25.15.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"251\" height=\"335\" \u002F>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">By clicking through to the Top Conversion Paths tab. This report allows you to see how different channels interact with each other, and ultimately how many different touch points occurred along the users journey.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3697\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FZ3gsRBx2-Screen-Shot-2018-04-12-at-18.28.36.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"1509\" height=\"459\" \u002F>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">It is important here to change the Path Length from the default (2 or more) to 1 or more, you can do this by changing the drop down at the top of the page.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3698\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FrDv8wNGD-Screen-Shot-2018-04-12-at-18.29.46.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"175\" height=\"375\" \u002F>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">And next you will need to select “Default Channel Grouping Path” in the options for Primary Dimension, and from the Secondary Dimension select Campaign (Or Source\u002FMedium) Path. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3699\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FRZRVRkQ0-Screen-Shot-2018-04-12-at-18.31.36.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"440\" height=\"356\" \u002F>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">This now show’s our payment referral with the previous interacting channels. The next step is to filter the Campaign (Or Source\u002FMedium) Path by the referral you are targeting, in this example paypal.com, and this will show all interactions points that led to the conversion. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3700\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FLawEXiTH-Screen-Shot-2018-04-12-at-18.34.59.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"1508\" height=\"525\" \u002F>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">It is now simply a case of assigning the correct channel in accordance with your predominant attribution model. For example using the one previous to the referral is you want Last Non-Direct Click data, and the first channel for First Interaction Data.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Although this method is not 100% accurate it does allow you to assign your unattributed revenue or conversion data, and utilise this to make informed decisions in your marketing.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n",false,"standard",[10],41,[],[13],135,[15,16,17,18,19,20,21,22],"post-3695","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-measurement",{"page_content_modules":24,"hero":139},[25,91],{"acf_fc_layout":26,"reduced":27,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":27,"title":28,"content":6,"authors":29},"blog_post_content",true,"How To Attribute Unattributed Conversion Data in Analytics",[30],{"id":31,"path":32,"display_name":33,"job_title":34,"description":35,"avatar_url":36,"acf":37},33,"\u002Fabout\u002Four-team\u002Fimpression-team\u002F","Team Impression","","This post may have been written by a past member of the Impression team, or be a collaboration of us all. We hope you like it!","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":34,"full_bio":34,"specialist_service_links":7,"photo":38},{"ID":39,"id":39,"title":40,"filename":41,"filesize":42,"url":43,"link":44,"alt":34,"author":45,"description":34,"caption":34,"name":46,"status":47,"uploaded_to":42,"date":48,"modified":48,"menu_order":42,"mime_type":49,"type":50,"subtype":51,"icon":52,"width":53,"height":53,"sizes":54},12476,"Impression-Icon","Impression-Icon.jpg",0,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&q=90","\u002Fimpression-icon\u002F","12","impression-icon","inherit","2021-11-02 16:49:21","image\u002Fjpeg","image","jpeg","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",500,{"thumbnail":55,"thumbnail-width":56,"thumbnail-height":56,"medium":57,"medium-width":58,"medium-height":58,"medium_large":59,"medium_large-width":60,"medium_large-height":60,"large":61,"large-width":62,"large-height":63,"1536x1536":64,"1536x1536-width":65,"1536x1536-height":65,"2048x2048":66,"2048x2048-width":67,"2048x2048-height":67,"post-thumbnail":68,"post-thumbnail-width":69,"post-thumbnail-height":70,"12_col":71,"12_col-width":72,"12_col-height":73,"default_landscape":74,"default_landscape-width":75,"default_landscape-height":76,"default_portrait":77,"default_portrait-width":76,"default_portrait-height":75,"6_col_and_margin_short":78,"6_col_and_margin_short-width":69,"6_col_and_margin_short-height":73,"11_col_and_margin":79,"11_col_and_margin-width":80,"11_col_and_margin-height":73,"9_col_rectangle":81,"9_col_rectangle-width":82,"9_col_rectangle-height":83,"11_col":84,"11_col-width":85,"11_col-height":73,"staff_image_696_600":86,"staff_image_696_600-width":87,"staff_image_696_600-height":76,"rectangular_thumbnail":88,"rectangular_thumbnail-width":89,"rectangular_thumbnail-height":90},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=200",200,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=768&q=90&w=768",768,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1536",1536,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=2048",2048,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,600,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",696,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":92,"reduced":27,"top_overlap":93,"bottom_underlap":93,"disable_observer":-1,"heading":94,"cta_text":95,"cta_link":96,"items":97},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[98,112,124],{"type_key":16,"title":99,"excerpt":100,"to":101,"postedAt":102,"readingTime":103,"image":104,"authors":105,"category":109},"Beyond ad-level data: Unlocking granular product insights for Meta","\u003Cp>Standard Meta Ads reporting traditionally stops at the ad level, leaving e-commerce brands in the dark about which specific products are actually driving traffic on social platforms. While Dynamic Product Ads (DPAs) are incredibly powerful, they aggregate performance across multiple items, making it difficult to isolate individual product success.  To bridge this data gap, the […]\u003C\u002Fp>\n","\u002Fblog\u002Funlocking-granular-product-insights-for-meta\u002F","2026-06-24T14:13:48",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fallison-saeng-B7VlWt3pRM0-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[106],{"name":107,"image":108},"Zoe Le","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":110,"name":111},"\u002Fblog\u002Fcategory\u002Fmeasurement\u002F","Measurement",{"type_key":16,"title":113,"excerpt":114,"to":115,"postedAt":116,"readingTime":117,"image":118,"authors":119,"category":123},"Which Marketing Mix Modelling platform should you use?","\u003Cp>If you’ve decided to build a Marketing Mix Model (MMM), an important first step is to choose what platform you want to use. There are quite a few options, ranging from simple to complex, with different benefits to each You’ve probably come across these libraries already: Google’s Meridian, Meta’s Robyn, PyMC Marketing and a handful […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhich-marketing-mix-modelling-platform-should-you-use\u002F","2026-06-10T11:28:01",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fvaleria-nikitina-ie2R2t9fC9Q-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[120],{"name":121,"image":122},"Harry Brace","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":110,"name":111},{"type_key":16,"title":125,"excerpt":126,"to":127,"postedAt":128,"readingTime":129,"image":130,"authors":131,"category":138},"Beyond the click: Can you use MMM to prove the value of LLMs?","\u003Cp>LLMs (Large Language Models) have quickly become a significant influence on a customer’s journey, and all signs point to this influence only increasing. Even before we consider how to influence visibility across AI search, the first question we have to ask ourselves is: How do we measure the impact LLMs have on top-line results? The […]\u003C\u002Fp>\n","\u002Fblog\u002Fcan-mmm-prove-the-value-of-lmms\u002F","2026-04-28T11:48:18",8,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Faerps-com-bUUrG6CMHiA-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[132,135],{"name":133,"image":134},"Alex Howat","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":136,"image":137},"Petar Jovetic","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":110,"name":111},{"type":140,"style":141,"heading":28,"date":4,"updatedAt":142,"reading_minutes":143,"image":144,"imageAlt":28,"categories":145,"collections":329},"blog-post","light","2022-02-07T16:48:31",2,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FhDnkuc7A-050720211625520986_google.jpeg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[146],{"id":10,"count":147,"description":148,"link":110,"name":111,"slug":149,"taxonomy":150,"parent":42,"meta":151,"acf":152,"head_links":153,"resource_count":154,"yoast_title":155,"yoast_meta":156,"yoast_json_ld":200,"_links":297,"path":110},129,"Here at Impression, ongoing research and training is a huge part of how we keep our \u003Ca href=\"\u002Fmedia-solutions\u002F\">Media Solutions\u003C\u002Fa> team up-to-date with the latest happenings in the world of web & app analytics, martech, \u003Ca href=\"\u002Fmedia-solutions\u002Fdata-science\u002F\">data science\u003C\u002Fa> and \u003Ca href=\"\u002Fmedia-solutions\u002Fmedia-effectiveness\u002F\">media effectiveness\u003C\u002Fa>. We regularly share our thoughts on the latest digital news right here on our blog, so you can keep up to date too.\r\n\r\nFind out more about our \u003Ca href=\"\u002Fanalytics\u002F\">Analytics Agency\u003C\u002Fa> services, or browse our latest tips, advice and opinions below.","measurement","category",[],{"sub_title_override":34,"title_override":34},[],21,"Online Measurement, Analytics & Effectiveness Blog | Impression",[157,159,162,165,168,171,174,176,178,180,183,186,189,192,194,197],{"property":158,"content":155},"title",{"property":160,"content":161},"description","Keeping up to date with the latest measurement and analytics trends and strategies can be difficult. 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