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Open Reports in the dashboard. Pick a date range (it filters by when answers were given) and group by Channels or Names.

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The headline

The sentence at the top states the most striking finding in the data with real numbers, usually the channel with the biggest gap between what customers said and what first-touch attribution credited. It’s written by rules from your numbers, not by an AI model.

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The bars

Each channel shows its monthly recurring revenue from customers who named it. The thin line under each bar is what first-touch attribution credited to the same channel, for the same customers. The table below adds answers, paying customers, conversion (paying customers per answer) and share of revenue. A customer’s revenue is counted once, under the channel of their most recent classified answer. Select a channel to see its named sources, its monthly trend and the newest answers.

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Said vs. clicked

The grid puts what customers said (rows) against where first-touch attribution put them (columns). The diagonal is where both agree. The No click data column is revenue from customers with no UTM or referrer at all; only their answer knows where they came from.

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Read it honestly

Two numbers on every report tell you how much to trust it:
  • Answered the question: the share of paying customers who gave an answer. A low rate means the report speaks for fewer customers.
  • Revenue we couldn’t match: the share of revenue from Stripe customers who couldn’t be matched to anyone who answered. Set rumorly_id in Stripe metadata to bring it down.