tl;dr
The Attribution Deep Dive shows your revenue and orders attributed by Klar's own attribution — captured via the Klar Pixel and distributed across touchpoints by the attribution model you choose.
Pick your attribution model, date basis and lookback window at the top; break the data down by adding dimensions (Channel, Campaign, Ad Group, Ad, and more); and choose which metrics to show.
It's the right report for deciding where to put budget — unlike the Marketing Flex Table, which uses UTM last-click.
Prerequisite: the Klar Pixel is live and your channels are configured in the Channel Builder.
What data does it use?
The Deep Dive runs on Klar's own attribution: orders captured by the Klar Pixel, with the credit for each order distributed across the touchpoints in the customer journey according to your selected attribution model.
That's different from the Marketing Flex Table, which attributes on a UTM last-click basis. Use the Deep Dive when you want to understand each channel's real contribution and where to move spend. For the full comparison, see Marketing Flex Table vs. Attribution Deep Dive.
Setting up your view
At the top of the report you control how attribution is calculated:
Attribution model — choose how credit is shared across touchpoints:
Marketing Mix — analyses overall sales impact of marketing using statistical models.
Data Driven — credits touchpoints based on their actual impact using historical data.
Unique — custom model assigning credit based on specific business rules.
Linear — evenly distributes credit across all touchpoints in the journey.
First Touch — credits the first interaction with 100% of the conversion.
Last Touch — credits the last interaction with 100% of the conversion.
U Shape — gives most credit to the first and last touchpoints, sharing the rest equally.
Time Decay — credits recent touchpoints more heavily than earlier ones.
Date basis (e.g. Order Date) — the date each row is counted on.
Lookback window (e.g. Unlimited, or 1 / 7 / 28 days) — how far back a touchpoint can sit before the conversion and still receive credit.
Date range (top right, e.g. Past 7 days) — the reporting period.
For guidance on which model to use for which decision, see When to use which Attribution Model.
Breaking the data down (dimensions)
Use the + at the top left of the dimension row to add dimensions. You can combine several to drill down (e.g. Channel Name → Campaign Name → Ad Name):
Klar Dimensions: Channel Name, Campaign Name, Ad Group Name, Ad Name — plus the underlying IDs Campaign ID, Ad Group ID, Ad ID.
Date Dimensions: Date, Week, Month, Quarter.
Groups Dimensions: Campaign, Campaign Phases, Order Type, Funnel Stage.
This gives you the same campaign / ad group / ad breakdown you know from your ad manager — on Klar's attributed data — with readable names or IDs.
Choosing metrics
Open the Metrics button to add or remove columns — there are around 76 metrics in total, grouped into five categories. Reset Columns restores the defaults.
General Metrics — Costs, Net Revenue, Gross Revenue, ROAS, Gross ROAS, Orders, CPO, AOV, Net AOV, plus new- vs. returning-customer splits: New Customers, Returning Customer Orders, CAC, Gross CAC, NC Revenue, RC Revenue, NC ROAS, NC ROAS Gross, NC/RC Revenue Gross, NC Share, NC AOV, RC AOV.
Ad Account Metrics (what the ad platform itself reports) — Ad Account Order Value, Ad Account Orders, Ad Account ROAS, Ad Account CPO, Ad Account Impressions, Ad Account CPM, Ad Account Clicks, Ad Account CTR, Ad Account CPC, Ad Account Click CVR, Ad Account Impressions CVR, Conversion Delta.
Margin Metrics — POAS, aPOAS, CM1, CM2, CM3 (and CM1 % / CM2 % / CM3 %), CM1 / CM2 / CM3 per Order, aCM2.
Retention Metrics — CLV (First Order, 30 / 60 / 90 / 180 Day), CM3 (First Order, 30 / 60 / 90 Day), and the CM3-per-Customer variants.
Custom Conversion Metrics — one set per custom conversion you've defined, each with Count, Value, Cost per Event and ROAS.
Quick definitions of the most-used ones: Orders are often fractional (attribution splits an order's credit across touchpoints); ROAS = Net Revenue / Costs; Gross ROAS = Gross Revenue / Costs; CPO = Costs / Orders.
Plotting and exporting
Select one or more rows to plot them on the graph at the top.
Use Export XLSX to download the current table.
Save a configured view (model, dimensions, metrics) via Views to recall it later.
Good to know
Attributed orders are often fractional — e.g. 2.13 — because the model splits an order's credit across touchpoints.
Custom conversions you've set up also appear here.
Wide date ranges can take a moment to load.