Flawless Fine Jewelry — Attribution Dashboard

Why everything shows 90 days

Flawless sells engagement rings and fine jewellery. Nobody buys a £5,000 ring on their first Google search.

A typical customer might:

• See a Shopping ad in April, browse the site, leave
• Get retargeted in May, look at specific rings
• Search "Hatton Garden jewellers" in June, click a Search ad, book an appointment

That's a 60-day journey across 3 campaigns. If we only looked at 30 days, we'd give 100% of the credit to the Search ad and make Retargeting look useless.

90 days captures the full buying cycle — from the first time someone discovers Flawless to the day they convert. It also matches Google Ads' maximum attribution window, so no touchpoint gets missed.

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KPI Overview

Spend	Total amount spent across all campaigns in the selected period.
LC Conv	Last-Click Conversions — conversions where a Flawless ad was the very last thing the customer clicked before converting.
LC Revenue	Revenue tied to those last-click conversions only.
MTA Revenue	Multi-Touch Attribution Revenue — instead of giving all credit to the last click, MTA shares credit across every campaign that touched the customer. Almost always higher than LC Revenue because it captures campaigns that did the groundwork.
LC ROAS	For every £1 spent, how many £ came back — measured by last-click only.
MTA ROAS	Same calculation using MTA Revenue. The more accurate picture of what each campaign is actually worth.

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Section 1 — Campaign Roles

• Introducer — Usually the first touchpoint. Customers discover Flawless through it but don't convert immediately. Cutting an Introducer feels safe on paper (low direct conversions) but quietly kills your pipeline. Within 2–3 weeks you'll see fewer leads on your Closer campaigns too.
• Assist — Shows up in the middle of the journey. Keeps the customer warm between first visit and final decision.
• Closer — Gets the last click. High direct conversions, fewer assists. Traditional reporting loves this campaign — but it only works because Introducers and Assists did the work first.
• Pure Introducer — Never gets the final click, only ever assists. Zero direct conversions but still genuinely contributing.

Column	What it means
LC Conv	Conversions this campaign closed directly
LC Revenue	Revenue from those direct closes
All Conv	Every conversion this campaign touched, including assists
Assists	Times it helped another campaign get the sale
Assist Ratio	How many assists per 1 direct close. A ratio of 48 means for every 1 sale it closes, it assisted 48 others that a different campaign got credit for.
LC ROAS	Return based on direct closes only
MTA ROAS	Return including all assisted conversions

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Section 2 — Attribution Models

Side by side: what last-click says each campaign earned vs what it actually earned when you account for the full journey.

If a campaign shows £500 under last-click but £12,000 under MTA — that campaign is being seriously underfunded based on incomplete data.

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Section 3 — Attribution Gap

The bars show LC ROAS in blue and MTA ROAS in green for every active campaign. If the green bar is much longer than the blue — that campaign is doing more than it's getting credit for.

Signal	What it means	What to do
Scale Up	Strong on both. MTA is 3× LC or more	Increase budget confidently
Hidden Value	Average on last-click, strong on MTA	Don't judge it by LC alone
Don't Cut	Last-click looks unprofitable but MTA is healthy	Keep it running — it's feeding your Closers
Review	Weak on both	Look into targeting, creative, or landing page
On Track	Performing as expected	Maintain current budget

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Section 4 — Conversion Types

• Tier 1 — High-intent actions. In-store appointments, virtual consultations, ring builder completions, invoices. These turn into real sales.
• Tier 2 — Mid-intent. WhatsApp messages, contact form submissions, phone calls. Warm leads that need follow-up.
• Tier 3 — Soft engagement signals. Useful for spotting which campaigns attract genuinely interested visitors vs casual browsers.

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Section 5 — Appointments

Which campaigns are putting people in your showroom or on a call. Broken down by location — London in-store, Manchester in-store, virtual, and ring builder sessions. The most direct link between ad spend and your sales team's calendar.