You can access the Channels attribution page by clicking on

Attribution and navigating to the Channels sub-tab. Or by navigating directly to the Channels
attribution page.

Introduction to conversions and attribution

Converge allows you to see attributed conversions based on:

  1. First-party UTMs: these are conversions attributed by Converge based on the attribution model you pick in Converge and your UTM-tracking parameters
  2. In-platform attribution: these are conversions attributed by the ad platform themselves.


The screenshot above shows the purchase conversions based on First-party UTMs (UTM Purchases) and the In-platform attribution (Purchases).

There is no notion of in-platform attribution for channel sources that are not ad platforms. An Organic channel has no built-in attribution, but the Facebook Ads Manager does.

Why are my UTM-based conversions and my in-platform based conversions different?

If you are using the Converge Connections product, then the same data is powering your first-party UTM attribution and your in-platform attribution. However, the attributed conversions based on first-party UTMs and itself will likely not match as they are based on different attribution models.

If you want to learn how to interpret these numbers and why they are different, then you should read our guide on understanding attribution


Changing the attribution model of your UTM conversions

Changing the attribution model will only change the attribution model of UTM-based metrics. The in-platform conversions and metrics are determined by the attribution model by the ad platform itself

We allow you to change the attribution model that Converge should use to attribute its UTM metrics (e.g. UTM Purchases).


Customizing the table columns

You can customize the table columns by clicking on the

-icon in the top-right corner and then
Edit columns


The Channels attribution table allows you to visualize the LTV for each source, campaign, adset or ad. These values correspond to the Average Revenue Per Paying User (ARPPU) for each cohort.

The value is calculated by identifying the profiles linked to purchase events (Placed Order) attributed to each source, campaign, adset or ad (i.e. the same profiles linked in UTM Purchases). The cumulative revenue (considering Placed Order events) for each of these profiles is calculated within the following time frames: 30, 60, 90 days and lifetime. The revenue for all the profiles is averaged out for each cohort.

The values are available as four separate columns: LTV, LTV (30d), LTV (60d) and LTV (90d) that may be included in the table as needed.

These columns are hidden by default. See Customizing the table for details on how to add them to the table.