The Attribution Report shows how your sign-ups, trials, subscribers and new recurring revenue break down by UTM source, medium and campaign. Use it to see which channels bring in members who convert and which campaigns are worth investing in.
This report relies on UTM parameters in the links you share. Learn more about setting them up here.
Summary Cards
Sign Ups: The number of new users who created an account in the selected period.
Subscribers: How many of those users became paying subscribers, and the conversion rate.
Calculated as:Conversion Rate = Subscribers / Sign UpsSubscribers with and without trial: Subscribers split by whether they started with a free trial, with the trial conversion rate for those who did.
New MRR: Monthly recurring revenue added by these new subscribers.
Conversion Rate (User → Subscriber)
A chart of sign-ups each period and the share that became subscribers.
Attribution
Each metric is shown over time, broken down by UTM source and by UTM medium:
Users by UTM Source / Medium Over Time: Sign-ups from each source or medium.
Trials by UTM Source / Medium Over Time: Trials started from each source or medium.
Subscribers by UTM Source / Medium Over Time: Subscribers from each source or medium.
New MRR by UTM Source / Medium Over Time: New recurring revenue from each source or medium.
Users without UTM parameters appear as null.
Campaigns
The Subscription by UTM Campaign table lists each campaign with its users, subscribers and conversion rate.
Filters and Controls
Timeframe: Groups the charts by day, week, month, quarter or year.
Date Range: Shows users who signed up in the selected period.
Acquisition Path: [VERIFY: what this filters, e.g. how the user signed up]
UTM Source and UTM Medium: Narrow the report to specific sources or mediums.
FAQ
Which date are subscribers and revenue counted on?
On the date the user signed up, not the date they subscribed. This lets you see how each group of sign-ups converts over time. Recent months may look lower while those users are still deciding.
Why do I see a large “null” group?
These are users who signed up without UTM parameters, for example by typing your URL directly or through links without tracking. Adding UTM parameters to your marketing links makes this group smaller.
💡 NOTE: this report is available under Exclusive Reports for customers who have the Advanced Analytics add-on. If you'd like to add it to your account, email your Success Manager or our Sales team.