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Sources of all conversions

Bistro Zeezicht · May 1 - 31 · all campaigns

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ClientDefault decision-making model: Both start and finish countFigures and conclusions follow this client’s decision-making model
You are now viewing: Both start and finish count“What is the fairest split between initiating and completing?”

What you see now

40% to the first source, 40% to the last, 20% spread across everything in between. In this view, Google Ads ranks first with 215 conversions (23% of the total).

Why it looks this way

Compared with the neutral linear view, the gain for LinkedIn Ads +10 conversions contrasts with the loss for Email -18. This is purely due to this model's calculation rule, not different data.

What to optimise for

The start and end carry most weight (40/40), with intermediate steps sharing 20%. This is the default decision-making model.

Risk: long customer journeys with many intermediate steps are slightly undervalued.

Compare with:
May vs April

Measured conversions

986

+23%

April: 803

Recorded revenue

€ 157.240

+23%

April: € 128.016

Estimated conversion value

€ 164.890

+23%

April: € 134.244

Cost per conversion

€ 36

−18%

April: € 44

Period comparison per source

What actually changed? Every source next to the same period before, on conversions, value, cost and ROAS.

May vs April
SourceMeasuredAprilΔValueΔCostsΔROASΔ
Google AdsGoogle Ads
215138+56%€ 58.170+57%€ 14.200−9.1%4.10×+73%
Meta AdsMeta Ads
129111+16%€ 30.257+17%€ 9.800−1.6%3.09×+19%
LinkedIn AdsLinkedIn Ads
145129+12%€ 74.903+13%€ 7.600+0.9%9.86×+12%
TikTok AdsTikTok Ads
6945+53%€ 27.407+54%€ 2.400+24%11.42×+25%
Organisch zoekenOrganic search
117105+11%€ 27.148+12%----
E-mailEmail
132115+15%€ 52.739+16%----
DirectDirect
147134+9.8%€ 45.223+11%----
Unattributable3226+23%€ 6.283+23%----
Attributable total954777+23%€ 315.848+23%€ 34.000−3.0%9.29×+24%

Biggest riser: Google Ads +56%

Biggest faller: none (all sources are growing)

Platform claims: 1.344 now vs 1.192 then (+13%)

Source performance from impression to revenue

Each source with its own logo, costs, measured conversions and the value Roots attributes to it.

SourceImpressionsClicksClaimMeasuredValueCostsROAS
Google AdsGoogle Ads
2.231.742
45.231		612215-65%
€ 58.170€ 14.2004.10×
Meta AdsMeta Ads
1.564.798
32.584		412129-69%
€ 30.257€ 9.8003.09×
LinkedIn AdsLinkedIn Ads
382.460
8.752		224145-35%
€ 74.903€ 7.6009.86×
TikTok AdsTikTok Ads
742.310
14.208		9669-28%
€ 27.407€ 2.40011.42×
Organisch zoekenOrganic search
918.430
26.140		-117
€ 27.148--
E-mailEmail
61.200
9.840		-132
€ 52.739--
DirectDirect
-
18.320		-147
€ 45.223--
Unattributable-32€ 6.283--
Total1.344986€ 322.130€ 34.0009.29×

Conversion types and their value

Does your site not send an amount? Calculate the value using a model suited to your industry.

Configurable per website
Conversion typeCategoryValuationCountPer conversionTotal value
Table bookingsRestaurant bookingEstimated conversion value420€ 92€ 38.606
Quote formsForm / quoteEstimated conversion value270€ 250€ 67.500
Phone callsPhone callEstimated conversion value130€ 350€ 45.500
Email contactEmail contactEstimated conversion value82€ 162€ 13.284
Online orders (gift voucher)Online store orderRecorded revenue68€ 430€ 29.240
Offline deals (CRM)Custom conversionRecorded revenue16€ 8.000€ 128.000
Total986€ 322.130
Booking example: 2.4 covers per booking, 65% dinner at €46 and 35% lunch at €24 — giving €92 per booking. Roots automatically assigns that value to the source that generated the booking.

Every model, side by side

Does a source vary wildly between models? That's the difference between creating demand and stealing the last click.

Why seven models instead of one?

A conversion almost never comes from a single click. Someone sees a video on Meta, searches for you on Google later and only books a week afterwards. Who gets the conversion? There is no single correct answer — only choices. Each model makes a different choice and therefore answers a different question. Comparing all seven shows not one 'truth', but the role each source really plays in the customer journey.

1
“Who helps people discover me in the first place?”All credit goes to the source where someone first discovered you.Use it to see who creates new demand.
2
“Who closes the deal?”All credit goes to the last source before the conversion (direct traffic excluded).Use it to see who closes the deal.
3
“What is the neutral, unbiased picture?”Every source in the journey gets an equal share of the conversion.Use it as a fair, neutral starting point.
4
“What is the fairest split between initiating and completing?”40% to the first source, 40% to the last, 20% spread across everything in between.The most used model: values both creating and closing demand.
5
“Which source made the difference just before the decision?”The closer a source is to the conversion, the more credit it gets.Use it for short, fast decision cycles.
6
“What changes when a channel is removed from the model?”Calculates channel contributions using transition probabilities from measured customer journeys.Compare patterns across multiple customer journeys, not just fixed allocation rules.
7
“What does a channel add to combinations on average?”Allocates value according to channels' average contribution in measured combinations.Compare how channels contribute together within the available measurement.

Together they tell the story

Think of a football team: one player provides the assist, another scores. 'Who brought them in' and 'Who gave the final nudge' are the two extremes; the other models share the credit more fairly. The difference between those extremes is precisely what advertising platforms hide from you.

SourceClaimWho brought them inFirst touchWho gave the final nudgeLast non-directEqual weight for everyoneLineairBoth start and finish countPosition basedRecent touchpoints matter moreTime decayContribution from customer journeysMarkovContribution in combinationsShapley
Google Ads612193294218215219185218
Meta Ads412161117121129118128122
LinkedIn Ads224201118135145127157123
TikTok Ads96103386969628369
Organic search-11213011411711586114
Email-114222150132144158162
Direct-7035148147169157148
Unattributable-32323232323232
Total1.344986986986986986986986

Conclusion from these seven models

LinkedIn Ads generates demand

This source receives 201 conversions under First touch compared with 118 under Last non-direct. 1.7× as much credit within this model.

Email closes the deal

Under Last non-direct 222 conversions compared with 114 under First touch. 1.9× as much credit within this model.

The real picture

Direct ranges between 35 and 169 conversions depending on the model; that range is the uncertainty every platform leaves unmentioned. Meta Ads remains stable instead — that contribution is consistent. The truth lies in the middle: use Both start and finish count as your consistent decision-making model, using First touch and Last non-direct as checks on either side. This avoids cutting a source that invisibly feeds the entire journey or overvaluing one that only captures the last click.

In short: one model gives you one opinion. Seven models side by side reveal the role each source plays. Then choose one to guide your decisions — now you know why. (currently selected: Both start and finish count)

Conclusion

What these numbers mean - and what to do next

Generated automatically for the selected model: Both start and finish count

  1. 1

    Together the platforms claim too much

    Google Ads, Meta Ads, LinkedIn Ads and TikTok Ads together claim 1344 conversions, while Both start and finish count 558 can be credited to paid traffic. That is 786 double counts (59%). So never add up the separate platform reports.

  2. 2

    Google Ads overstates itself the most

    Google Ads claims 612 conversions, Roots measures 215. The real cost per conversion is therefore € 66 instead of € 23.

  3. 3

    TikTok Ads is your most efficient paid source

    TikTok Ads costs € 35 per conversion, Meta Ads € 76. If you shift € 980 (10% of the budget of Meta Ads) to TikTok Ads, at equal performance that yields roughly +15 extra conversions per month.

  4. 4

    42% does not come from ads

    396 conversions come from organic, email and direct traffic. No ad platform reports them, but your revenue does - factor them in before you cut budget.

Advice for next month

  • 1. Optimise on the Roots numbers, not on the platform numbers.
  • 2. € 980 budget from Meta Ads to TikTok Ads and measure again after 4 weeks.
  • 3. Keep the same attribution model in your reporting, otherwise you compare apples to oranges.

How to read this

In plain language. No attribution knowledge required.

Claim
The number of conversions an ad platform claims for itself.
Measured conversions
What Roots counted independently on your own site and in your CRM. Every conversion is counted exactly once.
Attribution model - Both start and finish count (Position based)
40% to the first source, 40% to the last, 20% spread across everything in between. The most used model: values both creating and closing demand.

Rule of thumb

Does a source differ a lot between First touch and Last non-direct? Then it either creates demand (high on first) or takes the last click (high on last). Both are valuable - just don't judge them with the same model.

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