| Source touch before the report range — counts?User came from Meta on March 1, converted March 15, range = March 10–20. |
NoThe conversion session must itself match the source filter. |
Yes, if within windowSource can pre-date the range; only the conversion must fall inside. |
YesMembership is sticky — once in the segment, always in. |
| No conversion filter selected — what gets reported?"All traffic from Meta in March" |
Sessions from Meta in MarchThe atom is the session; conversions are an optional metric on top. |
Users whose last source in window = MetaSample = users; conversion column may be empty. |
Users in "Meta segment", active in MarchStats describe the segment regardless of conversion. |
| Are filters a segment definition or an event filter?Does "Meta" mean: narrow down events from Meta, or find users who came from Meta and report everything they do? |
Event filterOnly events/sessions that match the source filter are counted. The user outside that session is invisible. |
Event filter with user scopeThe last matching touch defines attribution; other activity by the same user is not pulled in. |
Segment definitionFilters define who belongs to the cohort. All their activity in the period is then reported — including sessions from other sources. |
| How is conversion rate computed?What is the denominator? |
conversions / sessionsPer-session ratio, easy to explain. |
conversions / unique attributed usersPer-user, attribution-aware. |
conversions / segment users active in periodBehavioural rate inside the cohort. |
| Region: event-level or user-level?IP geolocation vs. user's home zipcode |
Event-levelWhere they were when the session happened. |
User-levelFrom first session, or "dominant" location. |
User-levelRegion is part of segment definition, must be persistent. |
| Conversion window — how long?How far back can a touch be credited? |
1 daySource touch and conversion must occur on the same calendar day. |
Configurable, 7 / 14 / 30 / 90 daysPick from data: what % of conversions each window captures. |
Effectively infiniteOnce segmented, always segmented (until rules change). |
| Multi-touch: 3 campaigns, then conversion — who gets credit?"Meta → Google → Campaign A → Convert" |
The session that convertedIf conversion happened in a Campaign A session, A wins. Others = 0. |
Last-touch in window (default)Optionally first / linear / time-decay — separate decision. |
All three countUser belongs to Meta + Google + Campaign A segments simultaneously. |
| Multiple conversion points — count once or per point?"Purchase" and "newsletter signup" both matched by same user |
Once per session per pointDedupe on (session, conversion_point). Two distinct points = up to 2. |
Once per user per point in windowDedupe on (user, point). Same user, two distinct points = 2. |
Per definition of segment metricMost often: once per user per point per period. Same user = 2 if both fire. |
| Conversion value when there are several touches?e.g. 1200 PLN purchase, three campaigns touched the user |
100% to the closing session's source |
100% to last-touch (or split if model = linear / time-decay). |
100% to every segment the user is in — sums across reports exceed total revenue, by design. |
| New vs returning user — based on what?What makes someone "new"? |
First session everPer session — straightforward boolean. |
First conversion in window"New" relative to attribution lifecycle. |
First entry into the segmentAttribute of segment membership. |
| Repeat conversions — same user, same conversion point, twice in the periodUser purchases on March 5 and again on March 18. Report range = March 1–31. |
Count bothEach session is independent. Two purchase sessions = 2 conversions. |
Count once per windowDedupe on (user, conversion_point) within the window. Second purchase only counts if it falls outside the first window. |
ConfigurableTypically: unique converters (1 user = 1), but can be set to count all events. Must be explicitly decided. |
| One user session qualifies under two source filters simultaneouslyURL has both utm_source=google and utm_campaign=campaign-a. Report filtered by "Google" AND by "Campaign A" separately. |
Each report picks one winnerSession has one canonical source (last UTM wins). It appears in one report, not both — unless source hierarchy is defined. |
Same — one last-touch sourceAttribution collapses to a single source per conversion. The session cannot be attributed to two sources simultaneously. |
User can belong to both segmentsIf the user ever came from Google AND ever came from Campaign A, they appear in both reports. Double-counting is intentional. |