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Attributed pipeline only includes opportunities with at least one eligible touchpoint. The rest is Unattributed. Attributed plus unattributed always equals the total. Turn on Unattributed in the Credit by channel legend to see the gap.Common reasons an opportunity is unattributed:
  • Its company has no contacts, or the opportunity has no company.
  • Your eligible contacts setting uses contact roles, and the opportunity has none.
  • Its contacts’ activity happened before the attribution window.
  • Its contacts’ only activity was in sources that are turned off, or web sessions removed by an exclusion rule.
Models split the same pool of touchpoints differently. First touch favors channels that start relationships, such as Paid Search and Organic Search. Last touch favors channels that come right before an opportunity, such as Direct, Email, and Webinar. Linear, Position-based, and Time decay spread credit across the journey. Totals and influence metrics don’t change between models. See Attribution models.
Start with Linear, the default. It credits every touchpoint equally, so it’s the easiest to explain. Compare it with First touch to see which channels open new accounts, and Last touch to see which channels convert them. Pick one as your default model so everyone reads the same numbers.
Use By created date or By close date to report on the pipeline created, or revenue won, in a period, for example in a quarterly business review. Use By touch date to judge the marketing you ran in a period, for example how much pipeline last month’s events have led to so far. See Date basis.
With By touch date, a touchpoint’s credit appears when an opportunity it led to is created or won, which can be weeks or months later. Recent periods keep growing as deals progress.
No. Revenue in Mosaic is the Amount of Salesforce opportunities marked won, dated by Close Date. It doesn’t include renewals or invoices that aren’t opportunities, and it doesn’t convert currencies. See Goals.
One opportunity is often touched by several channels, so it counts once in each channel’s row. The Total row counts it once. Attributed credit, on the other hand, is split, so it adds up exactly.
Yes. Mosaic calculates reports from your current settings every time they load, so a new channel rule, exclusion, or campaign type changes past periods too. You don’t need to wait or rerun anything.
Direct is the fallback for web sessions with no referrer that no rule matched. Large Direct numbers usually mean links aren’t tagged with UTM parameters, or traffic comes from sources that strip referrers, such as some apps and documents. Add UTM tags to your campaign links, and use Test on the Web rules tab to check how a tagged URL is classified. See Traffic channels for UTM tags in ad platforms.
Unknown holds campaign success touchpoints whose campaign type has no channel. Pick a channel for the type on the Touchpoints settings tab.
No. Mosaic credits the activity of known contacts, because it links touchpoints to opportunities through contacts.
No. Mosaic counts marketing email link clicks. Opens, bot clicks, and clicks on operational emails don’t create touchpoints.
No. Mosaic credits ad clicks that lead to a website session, and lead gen form submissions. It doesn’t show impressions, cost, or return on ad spend.
Yes. The Fivetran connector and the touchpoint export endpoint export one row per touchpoint with its channel and subchannel.