> ## Documentation Index > Fetch the complete documentation index at: https://docs.conversion.ai/llms.txt > Use this file to discover all available pages before exploring further. # Mosaic FAQ > Answers to common questions about Mosaic attribution numbers, settings, and data. > [accordion] Why doesn't attributed pipeline match pipeline created? > > 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](https://docs.conversion.ai/product-docs/mosaic/settings.md#eligible-contacts) setting uses contact roles, and the opportunity has none. > * Its contacts' activity happened before the [attribution window](https://docs.conversion.ai/product-docs/mosaic/settings.md#attribution-window). > * Its contacts' only activity was in sources that are turned off, or web sessions removed by an exclusion rule. > [accordion] Why do my numbers change when I switch models? > > 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](https://docs.conversion.ai/product-docs/mosaic/key-terms.md#attribution-models). > [accordion] Which model should I use? > > 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](https://docs.conversion.ai/product-docs/mosaic/settings.md#default-model) so everyone reads the same numbers. > [accordion] Should I use the created or close date, or the touch date? > > 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](https://docs.conversion.ai/product-docs/mosaic/key-terms.md#date-basis). > [accordion] Why did last month's touch date numbers go up? > > 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. > [accordion] Is revenue the same as booked or recognized revenue? > > 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](https://docs.conversion.ai/product-docs/mosaic/key-terms.md#goals). > [accordion] Why don't influenced opportunities add up to the total? > > 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. > [accordion] Do settings changes apply to past data? > > 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. > [accordion] Why is a lot of my credit in Direct? > > 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](https://docs.conversion.ai/product-docs/tracking/traffic-channels.md#utm-tracking-in-ad-platforms) for UTM tags in ad platforms. > [accordion] What does Unknown mean in a report? > > **Unknown** holds campaign success touchpoints whose campaign type has no channel. Pick a channel for the type on the [Touchpoints settings tab](https://docs.conversion.ai/product-docs/mosaic/settings.md#campaign-types). > [accordion] Do anonymous website visits count? > > No. Mosaic credits the activity of known contacts, because it links touchpoints to opportunities through contacts. > [accordion] Do email opens count? > > No. Mosaic counts marketing email link clicks. Opens, bot clicks, and clicks on operational emails don't create touchpoints. > [accordion] Do ad impressions or ad spend show in Mosaic? > > 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. > [accordion] Can I get Mosaic data in my data warehouse? > > Yes. The [Fivetran connector](https://docs.conversion.ai/product-docs/sync/export/fivetran.md) and the [touchpoint export endpoint](https://docs.conversion.ai/api-reference/export-touchpoints.md) export one row per touchpoint with its channel and subchannel. This documentation is built and hosted on [Mintlify](https://mintlify.com), a developer documentation platform.