I can run first touch, last touch and linear on your paths. Three things need sorting out first, because they change the totals:
- A missing conversion count. The row "Organic > (direct)/(none)" has no number. A path with no count can't get credit. What's the count, or should I drop that row?
- Which numbers to use. You've sent two different kinds of data: raw paths with counts, and GA4's data driven results (Paid Search 54.3, Organic 20.1). Those are already modeled, so mixing them with raw paths would count things twice. Should I (a) model only the raw paths, or (b) compare my rule based results with GA4's data driven numbers as a separate column? For (b), I'd need the data driven figures for every channel and the same period.
- Date range. Which dates do these paths cover? The notes have to say what period they describe.
Also: are your three rows the full export? Three paths covering 42 known conversions (30 + 12) is a small base. If there are more rows, send them all, with revenue per path if you have it.
Defaults I'll use unless you tell me otherwise: - Models: first touch, last touch, linear. - Channel names: used exactly as given. "Direct" and "(direct)/(none)" stay separate unless you tell me they're the same. - Decision question: none given, so I'll write a general comparison. Tell me what you're deciding (for example where to put next quarter's budget) and the notes will focus on that.
On "which channel is really driving signups": no model can say that on its own. I'll show where each model gives credit and why they differ.