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Attribution - Returning Customer

Last updated on May 27, 2026

Overview

The Attribution - Returning Customer dashboard focuses on attribution performance generated from returning customers.

It helps businesses understand:

  • Revenue from repeat customers

  • Returning customer acquisition efficiency

  • Campaign retention performance

  • ROAS for returning users

  • Repeat purchase behavior

  • Media source contribution

Accessing Attribution - Returning Customer

To open the dashboard:

  1. Navigate to Marketing Attribution

  2. Click Attribution - Returning Customer

The Returning Customer Attribution dashboard will load.

Summary KPI Cards

The top section displays key performance indicators related to returning customers.

Available KPIs include:

  • Revenue

  • Orders

  • AOV

  • rMER

  • Total Ad Spend

  • Customers

  • CPA

  • ROAS

Each KPI also displays percentage movement compared to the previous selected period.

MOAT Attribution Table

The MOAT section provides attribution insights specifically for returning customer activity.

Available tabs include:

  • Media Source

  • Campaign

  • Ads

Each tab changes the attribution reporting level.

Media Source Attribution

The Media Source tab groups returning customer attribution data by traffic source.

Examples include:

  • Google Ads

  • Facebook Ads

  • SMS

  • Direct

  • Bing Ads

  • Email

Metrics available include:

  • Orders

  • Revenue

  • Revenue %

  • Impressions

  • Clicks

  • Ad Spend

  • ROAS

  • CPA

Campaign Attribution

The Campaign tab displays attribution performance grouped by campaigns. This helps identify:

  • High-performing retention campaigns

  • Revenue-driving campaigns

  • Repeat purchase effectiveness

  • Campaign-level efficiency

Ads Attribution

The Ads tab displays attribution data grouped by individual ads. This section helps analyze:

  • Ad-level ROAS

  • Ad-level CPA

  • Returning customer revenue contribution

  • Ad engagement performance

Attribution Models

The Attribution dropdown allows switching between attribution models.

Available models include:

  • Any Click

  • First Click

  • Last Click

  • Equal Weight

  • View-Through

Changing the attribution model recalculates all dashboard metrics.

Searching Attribution Data

Use the search field to quickly locate:

  • Campaigns

  • Ads

  • Media sources

Search results update dynamically within the table.

Key KPIs Trend Chart

The Key KPIs Trend chart visualizes performance trends over time.

Tracked metrics include:

  • ROAS

  • CPA

  • MER

  • AOV

This chart helps identify changes in customer retention efficiency across the selected period.

Revenue & Ad Spend Trend

The Revenue & Ad Spend Trend chart compares:

  • Returning Customer Count

  • Returning Customer Revenue

  • Ad Spend

This helps evaluate repeat customer growth and revenue contribution.

Exporting Data

To export attribution reports:

  1. Click Export Data

  2. Select the preferred export option

Exports can be used for:

  • Client reporting

  • Internal analysis

  • Retention performance reviews

Table Navigation

The attribution tables support:

  • Pagination

  • Adjustable items per page

  • Horizontal scrolling for larger datasets

This makes it easier to review detailed attribution reports.