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Attribution Lab | Version 2

DRTV x Digital Correlation

You are in Version 2 (experimental workspace)

Upload your files, set column mappings and time window, then analyze DRTV-driven revenue and ROAS.

◎ Impact ↗ Performance ◷ Time Attribution

Operational Guide

Follow the steps below to complete a full analysis workflow.

1. Upload Inputs

Load at least one DRTV file and one Donations file.

2. Confirm Mapping

Verify all required DRTV and Donations columns.

3. Run Analysis

Click Analyze to produce KPIs, QA checks, and diagnostics.

4. Save Outcome

Use Save Analysis Outcome to store the final decision trail.

Quick Start Wizard (5 Minutes)

Complete these four steps to reach your first actionable decision.

1. Upload Data

Add at least one DRTV file and one Donations file.

2. Confirm Mapping

Check all required mapping fields before analysis.

3. Run Analysis

Click Analyze to generate KPI outputs and decision checks.

4. Apply One Action

Use one decision card and save the analysis outcome.

Decision Cockpit

Run an analysis to unlock status, actions, and blockers.

Current Status

Top 3 Recommended Decisions

Active Risks and Blockers

Data Input

CSV/Excel DRTV You can select multiple files at once (Ctrl/Shift) or add them in multiple steps. Donations CSV/Excel You can select multiple files at once (Ctrl/Shift) or add them in multiple steps.

Time Window (minutes) ? DRTV Budget Use only valid Payment Status rows

Attribution Mode Simulation (Diagnostic only) i

This selector updates analysis KPIs and diagnostics. Governance decision gate still uses strict baseline.

Attribution Categories Flag: Direct = utm_source empty + src empty | Google+Search = utm_source=google + src=search | Src Search only = utm_source empty + src=search | UTM Google only = utm_source=google + src empty | Other = all remaining combinations.

Selected campaign codes for analysis Use Ctrl/Cmd click for multi-select. No selection = (all). Associate all DRTV spots to selected campaign

Column Mapping

DRTV

Date Time Programme Station TVR

Donations

Payment Date/Timestamp Amount Donation Frequency Campaign code utm_source src Payment Status

Method Summary (Simple)

KPI QA Checks

Mode QA Checks

QA Playbook (If WARN/FAIL, Do This)

KPI Contract Snapshot

Contract Health Check

Analysis Outcome Policy

Outcome KPIs are authoritative only when policy gates pass. Assist metrics remain diagnostic-only.

Attribution Engine

Core attribution stays strict (code + time window + net status). Assist layers are diagnostic and do not overwrite core KPIs.

Core Attributed (strict) = donations with code match to a previous spot and delay inside window, on net paid status.
Assist Search Stimulated = donations without strict code match, but with a previous spot inside window and case in Direct, Google+Search, or Src Search only (net paid only).
Assist In Window Untracked = donations without strict code match, but with a previous spot inside window and case UTM Google only (net paid only).

Why Not Attributed (current filters)

Analysis Archive

No saved reports yet.

Decision Log

Analysis Outcome Note Linked Archive Report ID (optional)

Timestamp	Status	Mode	Window	Attributed Volume	ROAS	Contract	Linked Report	Note
No decision records yet.

Data Governance

Governance Sync Endpoint (server) Governance API Token (optional)

Remember token for this browser session only

Data Layer

Causal Validation

Experiment Split (Pseudo Holdout) i Experiment Mode i Test Segment i

Control Segment i Geo Holdout Test Share i

Geo Holdout Seed i

Confounder Checklist

Promo Calendar Controlled i Major Price Change Controlled i External Media Shock Controlled i Tracking Incident Free i

Confounder Notes i

Power Configuration

Alpha Primary i Power Target i MDE Business (Revenue) i

L1 Holdout Preregistration

Preregistration ID i Start Date End Date

MDE Revenue i Stopping Rule i Owner

Primary Hypothesis i Preregistration locked before reading outcomes

Daily Covariates CSV

Format: date,search_spend,social_spend,promo_index,price_index,tracking_incident_score i

Causal Protocol (Enterprise)

Continuous Holdout Readiness (L1)

Diagnosis Check

How to refine the analysis: start from (all), then apply 1-2 filters at a time (for example campaign code + payment status, or station + programme) and compare how Attribution Rate, Attributed Volume and ROAS change.

Traffic Scope

utm_source src campaign code

Payment & Attribution

payment status donation frequency attributed

Include failed payments (failed/rejected)

Media Context

station programme

Campaign	Donation Date	Donation Time	Spot Date	Spot Time	Match Type	Delay (min)	Station	Programme	Amount	Payment Status	Case	Attributed

Charts

Attributed Volume by Case i

Window Impact 0-5/0-10/0-15/0-30 i

Daily Spots vs Attributed Volume i

Station Performance i

Hourly Performance i

Programme Performance i

Interpretation and Recommendations

How metrics are calculated

Attribution: code matching + previous spot within selected time window.
DRTV-driven cases: Direct, Google+Search, Src Search only, UTM Google only.
ROAS: Attributed Volume / DRTV budget.
TVR KPIs: ads executed, ads match %, transactions per TVR, amount per TVR.
Status policy: only Payment Status containing active or paid are included.
No VAT/IVA adjustment is applied: amounts are used as provided in input data.
Correlations: Pearson on daily spot/revenue trend and hourly trend.

Matching Methodology

Code Match: a donation is classified as code match when the donation campaign code can be matched to a DRTV spot code and the donation timestamp falls within the selected time window after that spot.

Time Match: a donation is classified as time match when no valid code match is found, but there is a DRTV spot in temporal proximity (within the selected time window) before the donation.

No Spot: a donation is classified as no spot when no eligible DRTV spot is found in the selected time window before the donation timestamp.

Operational note: code match is the strictest attribution signal, time match is directional evidence, and no spot indicates no measurable short-term DRTV linkage under current settings.

Calculation Debug

Advanced Data Navigator

Metric Granularity Visible Range

Use current diagnosis filters

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