Multi-touch attribution
Who opened the sale, and who closed it.
Last click hands the whole sale to the final ad. Enalitica shows two numbers side by side for every channel: the sales it closed itself, and the sales it helped start. Then you decide what to cut.
Channels · this month
Demo shop. Illustrative numbers.
What last click misses
The channels that start a sale rarely get the credit.
35.6%
of the orders email touched, it did not close. Last click gives it nothing for them.
26.7%
Google Ads
helped without the last click. Organic search 25.9%, Meta 16.3%.
23%
First is not last
of orders started on a different channel than the one that closed them.
Shops on Enalitica, 90 days to 25 September 2026. Aggregated; no shop can be identified.
01
Two numbers, side by side, every channel
Direct revenue is what a channel closed on its own. Multi-touch revenue adds the sales it was part of. The gap shows who does the quiet work.
- Per channel, campaign and search term
- Per order you can open and check
- The same numbers in the AI assistant
02
Why email and SEO look weak on last click
A newsletter or a guide often starts the decision; a branded search or an ad click closes it days later. Last click switches off the channel that opened the door.
03
Profit, both ways
Profit per campaign is shown both ways too: on the sales it closed, and including the sales it helped. A campaign below break-even on both is safe to stop.
Profit per campaign
Demo shop. Above 1× the ad paid for itself after costs.
What orders cannot show
Some ads sell without ever being clicked.
A video on Instagram makes someone remember your name. A week later they search for you or type in your address and buy. That sale shows up as search or direct, not as Meta.
Clicks are what we can prove; this part we can only estimate. In the audit we put your Meta spend next to your direct and search sales, week by week over 12 months, and say plainly which of the two it is.
How the audit measures itQuestions owners ask
Multi-touch, in plain words
What is the difference between direct and multi-touch revenue?
Direct revenue is the sales where the channel had the last click. Multi-touch adds the sales where the channel appeared earlier in the same customer's path. Every order is still counted once in your total.
Which model do you use?
We show both views side by side instead of hiding a model behind one number: what each channel closed, and what it was part of. The methodology page explains the rules and the window.
Can multi-touch see ads that were only viewed?
No. We work from clicks and visits we can prove. Views without a click show up as direct or search, which is why the audit compares your Meta spend with direct and search sales over time.
Should I cut a channel that only helps?
Rarely. If it helps a lot of sales and costs little, it is doing its job. Cut what is below break-even on both views.
Stop switching off the channel that opened the door.
Connect your shop and see both numbers for every channel.
14 days free on every paid plan. Cancel with one click.