Which channel brings the customers who pay?

You can see how many visits each channel sends. What you want to know is which channel sends the people who end up paying. That is the core question of marketing attribution, and visit counts answer it badly: the channel with the most traffic is rarely the one whose visitors buy.

Why do visits rank channels in the wrong order?

A visit is a click. A buyer is a person who paid. Rank channels by buyers and conversion, and the order changes.

Here is Acme Shop, a sample merino clothing shop, over the last 30 days:

Direct brings the most visits. Organic search brings the most buyers, 24. Email ranks fifth by visits and second by conversion: 14% of the people it brings buy. AI assistants send the fewest visits and convert best, at 18%. Conversion is buyers divided by people, so a small channel with steady buyers rises to the top.

Should the sale count for the first channel or the last?

MIRA FIVE gives you both views, and one switch on the Channels screen changes between them. First touch credits the channel that brought a person the first time. Last touch credits the most recent channel that brought them back from outside.

Take Emil Becker, one of the shop’s customers. Emil first came through an Instagram ad, then clicked the newsletter, and bought for €328 after a Google search. First touch counts Emil as a Paid social buyer, last touch as an Organic search buyer. First touch shows which channel finds customers; last touch shows which one brings them back to pay. The guide to first touch vs. last touch covers when to use which.

Which channel brings the most revenue?

Filter the Overview on one channel, and it becomes that channel’s page. Its four key numbers, People, New people, Buyers and Revenue, then count that channel alone, beside the trend and what changed against the previous period. Revenue is shown per currency and never summed across currencies.

On the unfiltered Overview, “What changed” names the channels, campaigns and pages that gained or lost buyers. In the sample shop, Organic social brought 12 more buyers than in the previous 30 days (+400%), Organic search 11 fewer (−31%), and the new autumn_sale campaign 10 more.

Which campaigns inside a channel pay?

Every channel row opens to its campaigns, with the same visits, people and buyers. MIRA FIVE reads UTM parameters and the ad click ids of Google, Meta, Microsoft, TikTok and LinkedIn, so a tagged link and a paid click both land on the right row. A campaign with plenty of visits and few buyers stands out next to the one that pays.

What does a buyer cost on Google Ads?

Connect Google Ads under Data → Sources, and Acquisition › Ads puts each campaign’s daily spend, clicks and impressions beside the visits and buyers it brought. MIRA FIVE joins spend to visits by utm_campaign or by the gclid of the click, then shows cost per visit, cost per buyer and ROAS. An untagged campaign gets a diagnosis on the same screen. Meta Ads is next. The guide to Google Ads cost per buyer goes through it campaign by campaign.

How to do it in MIRA FIVE

1. Add the MIRA FIVE script, or the SDK for Astro, Next.js, React, Nuxt or Laravel. For buyers per channel, visitors need to consent, so they are followed across visits.
2. Create a purchase goal under Goals for the event that marks a paid order. The guide to setting up a purchase goal walks through it.
3. Open Acquisition › Channels and read the Buyers and Conversion columns first.
4. Switch between first touch and last touch, and note which channels gain or lose buyers.
5. Open a channel row to see its campaigns.
6. Click a buyer count. People opens with exactly those buyers, and each person’s page shows every visit before the purchase.
7. Connect Google Ads under Data → Sources, then open Acquisition › Ads for cost per buyer.

The Acquisition page shows the screens in more detail.

What this leaves out

• Buyers per channel come from visitors who consented. Visitors without consent count as visits per channel where a page runs the default setup for them; doing both on one site takes a website source set to Full, with each page choosing the mode per visitor.
• Each view credits one channel per buyer. To see every channel a buyer came through, open Journeys › Conversion journeys.
• Small channels move fast. Seven buyers from AI assistants is a signal to watch for another month.