Booking Journeys

Which marketing channels lead people to book, and how much revenue each one earns when the credit is shared across the whole journey.

Bookings ƒ

4,429

1 Oct 2026 – 31 Oct 2026

Booking revenue ƒ

$9,259,712

All of it is shared out below

Used more than one channel ƒ

35.5%

1,573 of 4,429 bookings

Channels per booking ƒ

1.6

On average

01 · Attribution KPI tree

Revenue and journey coverage broken into the levers behind the result. Green = favourable vs previous period; red = unfavourable.

Source attention

One source signal layer used by this panel and Gemma.

How the credit is shared

Each booking's revenue is split between the channels the customer used before booking.

30%First channel

40%Middle channels

30%Last channel

One channel: it gets 100%.
Two channels: 50% each.
Three or more: 30% first, 30% last, and the middle ones share 40% equally.

Example: a $1,000 booking

Google ad→ Email→ Facebook→ Organic search

Google ad gets $300, Email $200, Facebook $200, Organic search $300.

The coloured bar in the table shows each channel's usual role: whether it tends to start, help or close a journey.

Data notes (1)

1,106 bookings had no tracked source and are counted as Direct.

Revenue credit by channel

Click ▸ to see the breakdown. Click any row to see its journeys and bookings below.

Started Helped Closed Only one Compare first and last channel

Source	Bookings involved ƒ	Role in the journey	Credited revenue ƒ	Share of revenue ƒ	If first gets all ƒ	If last gets all ƒ
google Stable 13 channels	2,568	Usually alone	$4,078,301	44.0%	$4,390,076	$3,670,175
Brand @gg-brand	2,180	Usually alone	$2,986,537	32.3%	$3,156,066	$2,745,499
Performance Max - Melbourne to Delhi @gg-pm-meldel	369	Usually starts	$374,652	4.0%	$507,545	$266,304
Untagged (no UTM) @gg-untagged	362	Usually closes	$349,897	3.8%	$302,627	$354,078
Performance Max - Sydney to Delhi @gg-pm-syddel	130	Usually starts	$157,104	1.7%	$195,869	$126,655
Performance Max - Brisbane to Delhi @gg-pm-bnedel	62	Usually starts	$60,623	0.7%	$70,581	$76,843
pm_adldel @gg-pm-adldel	55	Usually starts	$59,998	0.6%	$77,741	$39,107
Cheap Tickets @gg-cheap-ticket	58	Usually helps	$46,641	0.5%	$45,644	$34,515
Demand Gen Remarketing - Customers @gg-dg-customers	69	Usually helps	$31,747	0.3%	$24,202	$20,639
Performance Max - Adelaide to Delhi @gg-performance-max-adelaide-to-delhi	3	Usually helps	$7,197	0.1%	$5,935	$5,935
Demand Gen Remarketing - Prospects @gg-dg-prospects	4	Usually helps	$1,368	0.0%	$699	$599
dg_database @gg-dg-database	2	Usually starts	$1,269	0.0%	$2,486	$0
dg_cart @gg-dg-cart	1	Usually helps	$1,062	0.0%	$0	$0
ML - Brand @gg-ml-brand	1	Usually starts	$204	0.0%	$679	$0
Direct Stable 1 channel	1,106	Usually alone	$2,263,171	24.4%	$2,263,171	$2,263,171
Direct No tracked source	1,106	Usually alone	$2,263,171	24.4%	$2,263,171	$2,263,171
organic Stable 1 channel	1,555	Usually closes	$1,977,203	21.4%	$1,871,786	$2,083,838
Google Organic @google-organic	1,555	Usually alone	$1,977,203	21.4%	$1,871,786	$2,083,838
email Stable 1 channel	389	Usually closes	$465,753	5.0%	$261,043	$741,877
Email (untagged) @em-gmail	389	Usually closes	$465,753	5.0%	$261,043	$741,877
microsoft_ads Stable 2 channels	200	Usually closes	$213,031	2.3%	$173,491	$266,318
Brand @bing-brand	196	Usually closes	$206,262	2.2%	$173,491	$266,318
Untagged (no UTM) @bing-untagged	4	Usually helps	$6,769	0.1%	$0	$0
facebook Growing 10 channels	133	Usually starts	$128,862	1.4%	$139,944	$106,639
GT_traffic_campaign @fb-gt-traffic-campaign	72	Usually closes	$65,335	0.7%	$65,375	$62,038
fly_your_loved_ones_sale_2026 @fb-fly-your-loved-ones-sale-2026	36	Usually starts	$26,843	0.3%	$38,846	$18,528
GT_traffic_aug_sep_2026 @fb-gt-traffic-aug-sep-2026	17	Usually starts	$19,882	0.2%	$23,894	$9,972
traffic_India_to_Australia @fb-traffic-india-to-australia	11	Usually closes	$9,415	0.1%	$3,017	$12,474
gt_awareness_always_on @fb-gt-awareness-always-on	7	Usually starts	$4,628	0.0%	$7,918	$1,006
awareness_abo_always_on @fb-awareness-abo-always-on	1	Usually closes	$1,310	0.0%	$0	$2,621
fb-partner partner · @fb-partner	1	Usually helps	$763	0.0%	$0	$0
ig-untagged Untagged (declared paid) · @ig-untagged	1	Usually helps	$398	0.0%	$0	$0
ABO_always_on @fb-abo-always-on	1	Usually starts	$269	0.0%	$895	$0
fb-untagged Untagged (declared paid) · @fb-untagged	1	Usually helps	$17	0.0%	$0	$0
display_partner Revenue down 3 channels	120	Usually starts	$87,538	0.9%	$137,243	$44,326
pub-toi Display Partner · @pub-toi	86	Usually starts	$59,030	0.6%	$95,759	$26,561
pub-ndtv Display Partner · @pub-ndtv	35	Usually starts	$24,920	0.3%	$32,315	$17,007
pub-indiatoday Display Partner · @pub-indiatoday	6	Usually starts	$3,588	0.0%	$9,169	$758
hs_email Stable 10 channels	29	Usually closes	$27,077	0.3%	$18,440	$38,083
em-34665220-020-oct26camp-diwali Email (HubSpot) · @em-34665220-020-oct26camp-diwali	9	Usually closes	$8,925	0.1%	$2,027	$14,990
em-34665221-021-oct26camp-fly-india Email (HubSpot) · @em-34665221-021-oct26camp-fly-india	4	Usually starts	$6,640	0.1%	$3,200	$12,347
em-34665145-016-aug26camp-chaloindia Email (HubSpot) · @em-34665145-016-aug26camp-chaloindia	2	Usually alone	$3,894	0.0%	$3,894	$3,894
em-34665217-018-sept26camp-celeblovedones Email (HubSpot) · @em-34665217-018-sept26camp-celeblovedones	3	Usually starts	$2,693	0.0%	$4,638	$749
em-34665219-019-sept26supersale-fss Email (HubSpot) · @em-34665219-019-sept26supersale-fss	3	Usually starts	$1,386	0.0%	$2,067	$1,118
em-celebrate-with-loved-ones Email (HubSpot) · @em-celebrate-with-loved-ones	1	Usually alone	$1,358	0.0%	$1,358	$1,358
em-34458475-004-feb26camp-elosv2 Email (HubSpot) · @em-34458475-004-feb26camp-elosv2	6	Usually helps	$1,209	0.0%	$0	$3,628
em-34458484-013-jun26supersale-flyindiass Email (HubSpot) · @em-34458484-013-jun26supersale-flyindiass	1	Usually starts	$628	0.0%	$1,256	$0
em-26228801-07-8-november-sale-2025-final-boarding-sale Email (HubSpot) · @em-26228801-07-8-november-sale-2025-final-boarding-sale	1	Usually helps	$327	0.0%	$0	$0
em-18116669-01-august-campaign-2025-chalo-india Email (HubSpot) · @em-18116669-01-august-campaign-2025-chalo-india	1	Usually helps	$17	0.0%	$0	$0
hs_automation Stable 2 channels	10	Usually closes	$11,613	0.1%	$699	$36,280
em-hs-automation Email (HubSpot) · @em-hs-automation	9	Usually closes	$10,914	0.1%	$0	$35,581
em-34458422-2025-010-jun25camp-flyindia Email (HubSpot) · @em-34458422-2025-010-jun25camp-flyindia	1	Usually alone	$699	0.0%	$699	$699
other New / no baseline 2 channels	4	Usually closes	$5,915	0.1%	$2,824	$9,005
chatgpt.com @other-chatgpt-com	2	Usually closes	$3,820	0.0%	$0	$7,640
copilot.com @other-copilot-com	2	Usually starts	$2,095	0.0%	$2,824	$1,365
referral Revenue down 1 channel	3	Usually helps	$823	0.0%	$0	$0
Publisher @pub-taboola	3	Usually helps	$823	0.0%	$0	$0
social_media Revenue down 1 channel	1	Usually starts	$299	0.0%	$996	$0
Instagram Organic @instagram-organic	1	Usually starts	$299	0.0%	$996	$0
tiktok Revenue down 1 channel	1	Usually helps	$127	0.0%	$0	$0
__brand_awareness_ @tt-brand-awareness	1	Usually helps	$127	0.0%	$0	$0
Total	4,429		$9,259,712	100%	$9,259,712	$9,259,712

Most valuable journeys

The paths customers took before booking, highest revenue first.

Journey	Bookings	Revenue

Bookings

Every booking in the range, newest first.

Date	Order	Type	Payment	Journey	Revenue