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This section is ideal for comparative analysis between all active channels in your marketing funnel.

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What can you view?

In this table, you find the following data per channel:
  • Sales: Total orders attributed to the channel.
  • Spend: Media investment, available for channels with native integration.
  • Revenue: Total value of sales attributed to the channel.
  • Profit: Revenue minus product cost, marketing investment, and fees.
  • ROI / ROAS / CPA: Financial efficiency and return on investment indicators.
  • Impressions / Clicks / CTR / CPC / CPM: Campaign performance metrics (when available).
  • Profit Margin: Margin percentage considering revenue and cost.

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Attribution: how to interpret the data?

You can switch between three attribution models to understand the conversion journey:
  • First Click: Assigns 100% credit to the first channel touched by the user. Useful for understanding acquisition channels.
  • Last Click: Assigns 100% to the last channel before purchase. Ideal for analyzing conversion channels.
  • Assisted: Presents intermediate interactions in the journey. Fundamental for multi-touch and funnel optimization analyses.
The change of model directly affects the data presented in the table, allowing multiple performance readings per channel. If you want to delve deeper into model types, click here.

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Integrations and data availability

Not all channels will have all complete data. Fields like spend, ROI, ROAS, CPA, CTR, etc. are filled only for channels with native integration with Nemu. Currently, we offer integrations with:
  • Meta Ads (Facebook and Instagram)
  • Google Ads
  • TikTok Ads
  • Pinterest Ads
For channels without integration (such as direct traffic, influencers, email marketing, or custom UTMs), we display only available data, such as sales and revenue.

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How to use this view?

  • Compare performance between different channels in one place.
  • Evaluate profitability per channel based on profit and ROI.
  • Understand the role of each channel in the customer journey by switching between attribution models.
  • Identify optimization opportunities, spend cuts, or investment reinforcement.