Overview

How to understand your attribution data, and what you'll see in your Overview page.

The overview page tracks user progression through your conversion funnel and shows which marketing sources drive conversions. Select your low-funnel events (final conversions) and optionally mid-funnel events (engagement actions) to see your conversion performance insights.

Understanding Your Data

Attribution Models & Attribution Windows

Attribution Model: Determines which touchpoint gets credit for a conversion. Insights uses last-touch attribution, meaning the most recent ad click before a conversion gets 100% of the credit.

• Example: A user clicks a Meta ad, then later clicks a Google ad, then converts. Google Ads gets the credit.

• Cross-platform: Freshpaint tracks last touch across all platforms, not just within a single ad platform, so you may not see the same number of conversions in Freshpaint as you do in the ad platform.

Attribution Window: How far back to look for ad clicks when attributing conversions. Freshpaint default is 30 days.

• Example: User clicks an ad on January 1st and converts on January 15th → conversion is attributed to that ad

• Example: User clicks an ad on January 1st and converts on February 15th → conversion is NOT attributed (beyond 30-day window)

Use the timeframe filter to controls which touch days (when users clicked or viewed ads) are included in the analysis.

Data Sources

The overview page combines data from two sources:

Freshpaint-calculated data:

• Clicks: Landing Page Views with ad click IDs

• Conversions: From your Freshpaint event library

• Attribution: Which ad platform gets credit

• Cost per acquisition (CPA): calculation based on total spend + total conversions

Ad platform data (when connected):

• Campaign spend

• Campaign names and structure

Connecting Ad Platforms for Spend Data

To see CPA metrics connect your ad platform APIs:

Google Ads Conversion API Quick Start GuideMeta Insights Quick Start Guide

Without these connections, you'll see clicks and conversions but not spend or cost-per-acquisition data.

Note for agency-managed accounts: If your Meta ad account is managed by an agency, you may need to coordinate with them to grant the appropriate permissions before authenticating.

Manage Conversions

In the top right corner, the "Manage Conversions" button can be used to define your mid-funnel and low-funnel conversion events. Note that if multiple mid or low-funnel events occur in the same session, we only count one for that funnel stage.

• Mid-funnel conversion events (optional) indicate intent from one of your visitors (e.g., "Pricing Page Viewed", "Form Started")

• Low-funnel conversions are final actions that "complete" the marketing cycle (e.g., "Purchase", "Appointment Booked")

Conversion events are based on events tracked in your Freshpaint event library. You can change these events at any time to refine your funnel. The goal is to build a funnel that best represents your desired patient or customer journey.

The conversion metrics support a maximum of 20 mid-funnel and 10 low-funnel events.

Key Visualizations

The Overview page provides three main visualizations to help you analyze your marketing performance: total conversions, a performance funnel chart, and a more detailed performance table.

You can use the filters at the top of the page to control what data appears across all visualizations.

Total Conversions

The Total Conversions card displays the aggregate number of low-funnel conversion events captured within your selected filters. This gives you a quick top-level view of overall performance.

Performance Funnel Chart

A visual breakdown showing Clicks → Mid-funnel conversions → Low-funnel conversions by source. This helps you identify where drop-offs occur in your customer journey.

To analyze which source dominates each stage based of the performance funnel, click on the integration name (e.g. Bing Ads) to toggle visibility.

Detailed Performance Table

Sortable data by source showing:

Metric	What It Tells You	Data Source
Landing Page Views	Landing page visits that come from an ad click with a a unique Click ID.	Freshpaint
Mid-funnel conversions	Engagement/intent signals. If multiple events are selected, only the first conversion in a session is counted. For example, if you select FormStarted and PricingPage as mid-funnel events, and a user completes both of these events in a single session, this will count as 1 mid-funnel conversion.	Freshpaint
Low-funnel conversions	Determined by the low-funnel conversion events selected; If multiple events are selected, only the first conversion in a session is counted. For example, if you select AppointmentBooked and Purchase as low-funnel events, and a user completes both of these events in a single session, this will count as 1 low-funnel conversion.	Freshpaint
CPA ($)	Cost per acquistion; This value is derived from the Total spend / Low-funnel conversions.	Ad Platform / Freshpaint
Total spend ($)	Sum of your spend in the ad platform.	Ad Platform CAPI