What Are The Differences Between the Insight Report And Attribution Report?

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Knorex Support
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Check out Insight Report, Attribution Report, and Terminology and Reporting Metrics used in XPO Report.

  Insight Report Attribution Report

Insight report provides campaign performance data, e.g. total impressions, total clicks, click-through rate, etc., and lets you view the performance breakdown by different dimensions e.g. creatives, cities, platforms, exchanges, sites, devices, etc.

Use this report to help you

  • understand how each channel has performed based on the conversion metric as if the channel is run as a standalone. Every channel gets full attribution for the touch point in the conversion funnel.
  • match, understand, and compare the metrics between one or more Closed Media platforms that you are using.

Attribution report provides conversion related data including the types of conversions, touchpoints, transaction related data, and more.

Use this report to help you

  • understand the performance from the different channels, and to track additional conversion parameters.
  • analyze cross-channel performance. 

Using the different attribution models (see below) allows you to assign due credit for the conversion events that happen at the various marketing touchpoints along a user's journey.

In the attribution report, you will come across these terms:

  • Attributed conversions refer to the conversions that are generated from the ad campaigns and creatives for all channels that are tracked using Knorex XPO pixel and/or ad tags.
  • Unattributed conversions refer to the conversions generated either organically or from different vendors/platforms that you have integrated with.
Attribution Models Used
  • Knorex XPO attributes 100% to each channel that has contributed in the conversion journey with at least one touch point. For example, if a user has converted seeing or clicking on a Meta Ad or Display Ad, conversion will be attributed 100% to both Meta and Display ads. No deduplication shall be applied herein.
  • Last-click attribution model is used for all campaigns within the channel.
Attribution Models include:
  • Single-Touch Models
  • Multi-Touch Models

Learn about the various attribution models here.

  • The look-back window here is set to use 30 days.

Source where Conversion Numbers are Derived

Conversion numbers from the Closed Media platforms are taken "as is" and populated into XPO using the respective API supplied by each Closed Media platform.  Conversion numbers are tracked and populated using Knorex industry-standard ad server and pixel.
Programmatic Conversion numbers
  • Once the report is downloaded, the individual campaign, ad group, and creative conversion numbers will tally with the overall/ total sum of conversion numbers.
  • The creative sum numbers should add up to the ad group numbers and ad group numbers to their respective campaign numbers.
  • All other categories including audiences, exchanges, sites, geo, etc. will not tally to the total sum as they have separate trigger settings.
  • The conversions or revenue figures reported herein will be higher than actual conversions or revenue figures as we do not deduplicate the conversions and revenue figures.

The conversion number are reported based on last-click model and deduplicated across the channel. This means the conversion and revenue figure reported by the XPO will be closer to the number reported by your CRM or sales system. However, you may still observe certain discrepancy in terms of attributed conversions that are reported in XPO as some of the conversions may fall under the "Unattributed" category in XPO. This is due to:

  • View-through conversion is not counted in this attribution report. 
  • This is because Closed Media platform(s) do not allow external parties such as Knorex XPO's pixel pixel to be placed into their platform.
  • You may observe discrepancy of up to 10% in the click-through conversions numbers between the Closed Media platforms and Knorex XPO. If the discrepancy is above 10%, then there is likely an issue with the pixel implementation. Contact your Knorex AM to help you investigate it and resolve.


If your campaign Conversions are higher than Click-throughs, this means that the same prospect has visited the tracked webpage multiple times but he/she has only clicked once on the ad. This deduplication happens daily and can be removed once you download the manual raw report.

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