Step 23 of 250: UTM & Multi-Touch Attribution (ROAS & Journey Weighting)
UTM & Multi-Touch Attribution System
Cross-channel campaign attribution engine evaluating multi-touch customer journeys. Models ROAS/ROI per channel (Telegram Ads, Google, Yandex), filters bot fraud clicks, and assigns revenue shares.
$70,100
Attributed Pipeline Revenue
6.44x
Top Channel ROAS (Telegram)
W-Shaped
Primary Attribution Model
0% Fraud
Bot Click Filtration Active
📈 Channel ROAS & ROI Attribution Matrix
CAMPAIGN ANALYTICS| Traffic Channel | Attributed Revenue | Ad Spend | ROAS Multiplier | Conversions |
|---|---|---|---|---|
| Telegram Ads | $24 500 | $3 800 | 6.44x ROAS | 14 contracts |
| Yandex Direct | $18 200 | $4 200 | 4.33x ROAS | 9 contracts |
| Google Search | $15 400 | $2 900 | 5.31x ROAS | 7 contracts |
| Direct / Organic | $12 000 | $0 | 99x ROAS | 6 contracts |
⚡ Multi-Touch Journey Weighting Simulator (W-Shaped Model)
Calculating revenue share for 3-step touchpoint journey ($14,500 contract value):
Touchpoint #1
Telegram Ads
40% Share $5 800
Touchpoint #2
Yandex Direct
20% Share $2 900
Touchpoint #3
Direct / Organic
40% Share $5 800
// RAW TOUCHPOINT JOURNEY METADATA
{
"journeyId": "jrn_88101",
"tenantId": "missillusia",
"cdpId": "cdp_usr_9011",
"conversionValueUSD": 14500,
"conversionEvent": "ENTERPRISE_CONTRACT_SIGNED",
"convertedAt": "2026-08-14T11:20:00Z",
"touchpoints": [
{
"touchpointId": "tp_01",
"timestamp": "2026-08-01T09:00:00Z",
"channel": "Telegram Ads",
"utm": {
"utmSource": "telegram",
"utmMedium": "cpm",
"utmCampaign": "itos_launch_2026"
},
"landingPage": "/international",
"isBot": false
},
{
"touchpointId": "tp_02",
"timestamp": "2026-08-05T14:30:00Z",
"channel": "Yandex Direct",
"utm": {
"utmSource": "yandex",
"utmMedium": "cpc",
"utmCampaign": "b2b_it_operating_system",
"yclid": "y_991201"
},
"landingPage": "/api-gateway",
"isBot": false
},
{
"touchpointId": "tp_03",
"timestamp": "2026-08-14T11:00:00Z",
"channel": "Direct / Organic",
"utm": {
"utmSource": "direct",
"utmMedium": "none"
},
"landingPage": "/contact",
"isBot": false
}
]
}