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This analysis is essential to optimize your paid traffic investments and understand which marketing strategies are working better.

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What Can You See in Analytics?

In the Analytics tab, you will have a detailed view of your main acquisition channels, such as:
  • Instagram
  • Google (organic and paid)
  • Facebook Ads
  • CRM platforms (e.g., ActiveCampaign)
  • Other channels identified via UTMs
Additionally, there is an important item:
Sales Without UTM – These are sales where it was not possible to identify the source because they did not contain UTM parameters. We will discuss this in a separate topic.
Example of Analytics screen: analytics

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Understanding the Analytics Table

The Analytics table is simple and intuitive. It presents the following data:
ColumnDescription
ChannelsShows channels that brought traffic and sales.
First Click RevenueRevenue attributed to the user’s first click on an ad/campaign.
Last Click RevenueRevenue attributed to the last click before conversion.
First Click SalesNumber of sales attributed to the first click.
Last Click SalesNumber of sales attributed to the last click before conversion.
PlatformIndicates the associated sales or checkout platform.
This view helps you understand which channel is bringing more traffic and sales and if it performs better at the beginning of the customer journey (First Click) or at the purchase closing (Last Click).

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Attribution Models (First Click x Last Click)

One of the most powerful features of Nemu Analytics is the ability to choose the attribution model to view data:
ModelDescription
First ClickAssigns the sale to the first clicked channel.
Last ClickAssigns to the last channel before conversion.
AssistedAssigns 100% of the sale to all channels that participated in the journey.
Last Paid ClickAttributes 100% credit to the last paid channel clicked.
Last Non-Direct ClickAttributes 100% credit to the last non-direct channel.
LinearDistributes credit equally among all channels in the journey.
For more details on each model and when to use them, check our Attribution Models section. How to Use in Practice?
  • If a channel appears with more First Click sales, it is helping to attract new customers.
  • If a channel has more sales in Last Click, it is helping to close sales and convert customers.
🔄 Example of Attribution-Based Strategy:
  • If Instagram generates a lot of First Click, it may be a good prospecting channel.
  • If Google Ads has a lot of Last Click, it means it is helping to convert customers at the end of the journey.

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Visualization Filters

The Analytics section allows you to filter data to get a more granular view of your performance. Available Filter Options:
  • All → Displays all identified channels.
  • Channels → Consolidates main channels (Instagram, Google, Facebook, etc.).
  • Ad Sets → Allows viewing specific data from ad sets within campaigns.
  • Campaigns → Shows performance of each active campaign.
  • Ads → Presents detailed data for individual ads.
  • Platform → Filters by platform (e.g., Nuvemshop, Shopify, Hotmart).
How to Use in Practice:
  • Use the Channels filter to compare Facebook x Google x Instagram.
  • If you want more detail, use Campaigns and Ad Sets.
  • If you work with multiple stores or checkouts, use the Platform filter to separate data.

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Conclusion

Nemu’s Analytics section provides strategic insights about the origin of sales and the performance of your channels. With this information, you can optimize your investments, better distribute your budget, and understand which channels are working better at each stage of the customer journey. Next Steps:
  • Analyze which channels bring more traffic and revenue.
  • Compare First Click vs. Last Click to understand channel impact.
  • Use filters for a more detailed view.
  • Adjust your campaigns based on data to improve your ROAS and CAC.
If you have questions, contact our support.