Understand your metrics
Reference guide for all Ours Privacy Channel Performance metrics: visits, conversions, ROAS, cost per conversion, quality score, attribution models, and lookback windows.
Understand your metrics
Every number in the Channel Performance tab, and how to read attribution models and lookback windows.
Metrics glossary
| Metric | Definition |
|---|---|
| Visits | Unique visitors attributed to this channel within the selected date range |
| Conversions | Visitors who completed the selected conversion event |
| Revenue | Total revenue value associated with the conversion event. Based on the value you assign to each conversion event in your tracking setup. If no value is configured, revenue shows as $0. |
| Media Spend | Ad cost imported from your platform data |
| Cost Per Conversion | Media Spend ÷ Conversions. Only meaningful for paid channels with spend data. |
| ROAS | Revenue ÷ Media Spend (return on ad spend). Requires both revenue tracking and spend data. |
| Quality Score | A 0–100 efficiency score. See below. |
Note: Media Spend, Cost Per Conversion, and ROAS are only populated for channels where you have uploaded ad spend data.
Quality score
Quality score ranks how well a channel converts visitors compared to your other channels in the same period.
- A score of 80 means this channel converts more efficiently than most other channels in your account for the selected date range.
- A score of 20 means other channels are outperforming it.
- Channels recalculates scores whenever you change the date range, filters, or attribution model.
Quality score combines conversion rate and revenue per conversion, and normalizes both across all channels in the current view.
Attribution models
Visitors often touch more than one channel before converting, for example, clicking a Google Ad one day, then returning via organic search the next. Attribution decides which channel gets credit.
| Model | How credit is assigned | When to use |
|---|---|---|
| Last Touch (default) | 100% credit to the last channel visited before the conversion event | Best for direct-response campaigns where the final touch drives the decision. |
| First Touch | 100% credit to the first channel that brought the visitor to your site | Best for measuring which channels generate initial awareness. |
| Linear | Credit split equally across every channel in the visitor's path | Best for understanding the full multi-channel journey. |
Switch models at any time in the Attribution model selector (Filters card). Changes take effect at once.
Lookback windows
The lookback window controls how far back before a conversion Channels looks when attributing visits to channels.
| Window | What it means |
|---|---|
| 7 days | Counts only touchpoints within 7 days of the conversion |
| 14 days | Counts only touchpoints within 14 days |
| 30 days (default) | Counts only touchpoints within 30 days |
| 60 days | Counts only touchpoints within 60 days |
| 90 days | Counts only touchpoints within 90 days |
| 180 days | Counts only touchpoints within 180 days |
| Unlimited | Counts all touchpoints regardless of age |
Short window warning: A warning appears when you select 7 or 14 days. Most healthcare journeys span several weeks, and short windows may undercount channels that drive awareness early.
Period comparison
The summary cards show a percentage change alongside each metric, comparing the selected date range to the previous period: the same duration immediately before the current range.
Example: viewing January 1–31 (31 days) makes the previous period December 1–31. A +15% change in Conversions means 15% more conversions this period than last.
If no prior period data exists, the tab shows 0%. This does not mean your metrics were unchanged — it means there is no comparison period yet.
Next step
How is this guide?