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

1,735

1 Nov 2026 – 15 Nov 2026

Booking revenue ƒ

$3,670,641

All of it is shared out below

Used more than one channel ƒ

36.0%

624 of 1,735 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)

448 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 12 channels	1,004	Usually alone	$1,598,109	43.5%	$1,631,901	$1,501,909
Brand @gg-brand	819	Usually alone	$1,082,731	29.5%	$1,117,809	$1,044,507
Performance Max - Melbourne to Delhi @gg-pm-meldel	182	Usually starts	$202,826	5.5%	$223,561	$161,415
Untagged (no UTM) @gg-untagged	152	Usually closes	$171,417	4.7%	$152,206	$178,170
Performance Max - Sydney to Delhi @gg-pm-syddel	58	Usually helps	$33,727	0.9%	$30,197	$20,306
pm_adldel @gg-pm-adldel	25	Usually starts	$29,204	0.8%	$28,993	$24,718
Cheap Tickets @gg-cheap-ticket	24	Usually starts	$25,951	0.7%	$40,228	$19,301
pm_delsyd @gg-pm-delsyd	27	Usually helps	$23,415	0.6%	$14,621	$22,563
Performance Max - Brisbane to Delhi @gg-pm-bnedel	18	Usually starts	$18,540	0.5%	$20,458	$20,000
Demand Gen Remarketing - Customers @gg-dg-customers	12	Usually helps	$6,637	0.2%	$1,995	$9,994
pm_perthdel @gg-pm-perthdel	2	Usually helps	$1,603	0.0%	$935	$935
Demand Gen Remarketing - Prospects @gg-dg-prospects	3	Usually helps	$1,264	0.0%	$0	$0
dg_database @gg-dg-database	2	Usually starts	$793	0.0%	$899	$0
Direct Stable 1 channel	448	Usually alone	$1,011,107	27.5%	$1,011,107	$1,011,107
Direct No tracked source	448	Usually alone	$1,011,107	27.5%	$1,011,107	$1,011,107
organic Revenue down 1 channel	561	Usually closes	$649,755	17.7%	$635,103	$670,847
Google Organic @google-organic	561	Usually alone	$649,755	17.7%	$635,103	$670,847
email Stable 1 channel	157	Usually closes	$208,872	5.7%	$121,734	$335,410
Email (untagged) @em-gmail	157	Usually closes	$208,872	5.7%	$121,734	$335,410
facebook Stable 6 channels	89	Usually starts	$90,549	2.5%	$125,841	$56,429
GT_traffic_campaign @fb-gt-traffic-campaign	60	Usually starts	$59,063	1.6%	$84,924	$36,355
traffic_India_to_Australia @fb-traffic-india-to-australia	26	Usually starts	$26,532	0.7%	$31,019	$18,876
GT_traffic_aug_sep_2026 @fb-gt-traffic-aug-sep-2026	5	Usually starts	$3,599	0.1%	$8,641	$0
fly_your_loved_ones_sale_2026 @fb-fly-your-loved-ones-sale-2026	2	Usually starts	$629	0.0%	$1,258	$0
ABO_always_on @fb-abo-always-on	2	Usually helps	$547	0.0%	$0	$599
ig-120252842647370391 120252842647370391 · @ig-120252842647370391	1	Usually closes	$180	0.0%	$0	$599
microsoft_ads Revenue down 1 channel	60	Usually closes	$64,784	1.8%	$53,297	$73,148
Brand @bing-brand	60	Usually closes	$64,784	1.8%	$53,297	$73,148
display_partner Stable 3 channels	51	Usually starts	$42,399	1.2%	$83,766	$20,558
pub-toi Display Partner · @pub-toi	36	Usually starts	$26,969	0.7%	$57,525	$10,272
pub-indiatoday Display Partner · @pub-indiatoday	8	Usually starts	$10,228	0.3%	$16,117	$7,048
pub-ndtv Display Partner · @pub-ndtv	9	Usually starts	$5,202	0.1%	$10,125	$3,239
social_media Growing 2 channels	5	Usually helps	$2,614	0.1%	$3,250	$1,234
Facebook Organic @facebook-organic	4	Usually starts	$2,494	0.1%	$3,250	$1,234
Instagram Organic @instagram-organic	1	Usually helps	$120	0.0%	$0	$0
hs_automation Growing 1 channel	3	Usually starts	$2,138	0.1%	$3,597	$0
em-hs-automation Email (HubSpot) · @em-hs-automation	3	Usually starts	$2,138	0.1%	$3,597	$0
hs_email Revenue down 1 channel	1	Usually starts	$313	0.0%	$1,045	$0
em-34665221-021-oct26camp-fly-india Email (HubSpot) · @em-34665221-021-oct26camp-fly-india	1	Usually starts	$313	0.0%	$1,045	$0
Total	1,735		$3,670,641	100%	$3,670,641	$3,670,641

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