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

3,707

17 Oct 2026 – 15 Nov 2026

Booking revenue ƒ

$7,736,545

All of it is shared out below

Used more than one channel ƒ

35.3%

1,307 of 3,707 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)

986 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 Revenue down 12 channels	2,100	Usually alone	$3,305,146	42.7%	$3,515,827	$3,027,513
Brand @gg-brand	1,727	Usually alone	$2,325,575	30.1%	$2,450,680	$2,204,713
Performance Max - Melbourne to Delhi @gg-pm-meldel	358	Usually starts	$364,111	4.7%	$442,792	$280,626
Untagged (no UTM) @gg-untagged	306	Usually closes	$309,924	4.0%	$275,928	$315,696
Performance Max - Sydney to Delhi @gg-pm-syddel	127	Usually helps	$130,580	1.7%	$153,521	$91,807
pm_adldel @gg-pm-adldel	41	Usually starts	$48,476	0.6%	$57,186	$39,974
Cheap Tickets @gg-cheap-ticket	51	Usually starts	$42,056	0.5%	$56,175	$23,467
Performance Max - Brisbane to Delhi @gg-pm-bnedel	39	Usually starts	$31,463	0.4%	$46,691	$25,074
Demand Gen Remarketing - Customers @gg-dg-customers	46	Usually helps	$25,183	0.3%	$16,398	$22,059
pm_delsyd @gg-pm-delsyd	27	Usually helps	$23,415	0.3%	$14,621	$22,563
pm_perthdel @gg-pm-perthdel	2	Usually helps	$1,603	0.0%	$935	$935
Demand Gen Remarketing - Prospects @gg-dg-prospects	4	Usually helps	$1,444	0.0%	$0	$599
dg_database @gg-dg-database	3	Usually helps	$1,316	0.0%	$899	$0
Direct Stable 1 channel	986	Usually alone	$2,071,428	26.8%	$2,071,428	$2,071,428
Direct No tracked source	986	Usually alone	$2,071,428	26.8%	$2,071,428	$2,071,428
organic Revenue down 1 channel	1,242	Usually closes	$1,521,403	19.7%	$1,410,605	$1,614,376
Google Organic @google-organic	1,242	Usually alone	$1,521,403	19.7%	$1,410,605	$1,614,376
email Revenue down 1 channel	330	Usually closes	$398,449	5.2%	$228,348	$645,812
Email (untagged) @em-gmail	330	Usually closes	$398,449	5.2%	$228,348	$645,812
microsoft_ads Stable 2 channels	158	Usually closes	$171,147	2.2%	$132,969	$199,977
Brand @bing-brand	154	Usually closes	$164,378	2.1%	$132,969	$199,977
Untagged (no UTM) @bing-untagged	4	Usually helps	$6,769	0.1%	$0	$0
facebook Growing 7 channels	166	Usually starts	$167,493	2.2%	$209,063	$124,057
GT_traffic_campaign @fb-gt-traffic-campaign	116	Usually starts	$110,230	1.4%	$139,654	$82,519
traffic_India_to_Australia @fb-traffic-india-to-australia	36	Usually closes	$35,492	0.5%	$34,035	$30,439
GT_traffic_aug_sep_2026 @fb-gt-traffic-aug-sep-2026	14	Usually starts	$16,677	0.2%	$26,210	$8,573
fly_your_loved_ones_sale_2026 @fb-fly-your-loved-ones-sale-2026	9	Usually starts	$3,701	0.0%	$8,268	$1,328
ABO_always_on @fb-abo-always-on	3	Usually starts	$815	0.0%	$895	$599
ig-untagged Untagged (declared paid) · @ig-untagged	1	Usually helps	$398	0.0%	$0	$0
ig-120252842647370391 120252842647370391 · @ig-120252842647370391	1	Usually closes	$180	0.0%	$0	$599
display_partner Revenue down 3 channels	101	Usually starts	$83,078	1.1%	$153,595	$30,603
pub-toi Display Partner · @pub-toi	65	Usually starts	$51,240	0.7%	$100,894	$18,918
pub-ndtv Display Partner · @pub-ndtv	29	Usually starts	$19,636	0.3%	$32,037	$4,638
pub-indiatoday Display Partner · @pub-indiatoday	11	Usually starts	$12,202	0.2%	$20,664	$7,048
hs_email Revenue down 4 channels	13	Usually starts	$8,855	0.1%	$6,867	$12,876
em-34665221-021-oct26camp-fly-india Email (HubSpot) · @em-34665221-021-oct26camp-fly-india	5	Usually starts	$6,953	0.1%	$4,245	$12,347
em-34665220-020-oct26camp-diwali Email (HubSpot) · @em-34665220-020-oct26camp-diwali	3	Usually starts	$961	0.0%	$1,298	$0
em-34665217-018-sept26camp-celeblovedones Email (HubSpot) · @em-34665217-018-sept26camp-celeblovedones	1	Usually starts	$662	0.0%	$1,324	$0
em-34458475-004-feb26camp-elosv2 Email (HubSpot) · @em-34458475-004-feb26camp-elosv2	4	Usually helps	$279	0.0%	$0	$529
other Growing 1 channel	2	Usually closes	$3,820	0.0%	$0	$7,640
chatgpt.com @other-chatgpt-com	2	Usually closes	$3,820	0.0%	$0	$7,640
social_media Stable 2 channels	6	Usually starts	$2,912	0.0%	$4,246	$1,234
Facebook Organic @facebook-organic	4	Usually starts	$2,494	0.0%	$3,250	$1,234
Instagram Organic @instagram-organic	2	Usually starts	$419	0.0%	$996	$0
hs_automation Revenue down 1 channel	5	Usually starts	$2,686	0.0%	$3,597	$1,029
em-hs-automation Email (HubSpot) · @em-hs-automation	5	Usually starts	$2,686	0.0%	$3,597	$1,029
tiktok New / no baseline 1 channel	1	Usually helps	$127	0.0%	$0	$0
__brand_awareness_ @tt-brand-awareness	1	Usually helps	$127	0.0%	$0	$0
Total	3,707		$7,736,545	100%	$7,736,545	$7,736,545

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