What This Chart Shows
This chart shows how your attributed lift (marketing-driven revenue or KPI) is split across segments—channels, campaigns, funnel stages, or other groups. The left donut panel shows each segment’s share of total absolute lift (proportion). The right bar chart shows each segment's signed lift (magnitude and direction). Together you see both who contributes what share and how much each segment adds or subtracts.
Key Questions This Chart Helps Answer
- What share of total marketing-driven revenue (or lift) does each segment have?
- Which segments contribute the most in absolute terms?
- How does the mix change when I group by channel, campaign, funnel, or topic?
- For a chosen KPI or outcome group, what is the portfolio mix?
Axes, Metrics, and Units
Element | Description |
|---|---|
| Left panel (donut) | Polar/donut: each wedge = one segment. Wedge size = segment's share of total (based on absolute lift). Proportions sum to 100%. Up to 50 segments; sorted by absolute lift, largest first. |
| Donut labels | Segment name and share % on wedges when share is at least 3%; smaller wedges may be unlabeled. Hover: segment name, lift, and %. |
| Right panel (bar) | X-axis: segment names (or IDs). Y-axis: lift contribution. Values are modeled attribution; can be positive or negative. Same segments and order as donut. |
| Colors | One color per segment (from a fixed palette). Same color for a segment in both donut and bar; legend toggles both together. |
| Legend | Custom sidebar. Checkbox toggles visibility of both the donut wedge and bar for that segment. Clicking will open the detail drawer. |
Control Options Reference
Control | Meaning |
|---|---|
| KPI classification / hierarchy / drilldown | Filter or drill by KPI; attribution uses the selected target. |
| Grouping mode | Series, Channel, Campaign, Funnel Stage, Segment (Source Type), or Topic. One wedge/bar per group. “Lever” is not used; default is Source Type. |
| Event categories | Filter by specific event categories (include/exclude). |
| Funnel stages | Filter by specific funnel stages (include/exclude). |
| Search terms | Text search on lever/series labels. |
How to Interpret the Results
- Donut: Larger wedge = larger share of total absolute lift. Use it for mix: which segments dominate vs which are small.
- Bars: Bar length = size of contribution; sign = positive vs negative lift. Use it for magnitude and direction.
- Together: A segment can have a moderate share (donut) but a large positive or negative bar (big driver or drag). Always look at both.
- “Other”: Combines all segments not in the top-coverage set. Check coverage to see how much positive lift is in “Other.”
- Negative bars: Segments with negative attributed lift; they reduce the total. Donut uses absolute lift, so they still get a wedge.
- Legend: Toggling a segment in the sidebar legend hides/shows both its donut wedge and its bar.
Practical Applications for Marketers
Application | How to use this chart |
|---|---|
| Portfolio mix | See which channels or campaigns hold the largest share of attributed lift (donut) and by how much (bars). |
| Budget focus | Prioritize segments with large positive bars and meaningful share; review or reduce those with negative or tiny contribution. |
| Segment comparison | Compare mix across grouping modes (e.g., by channel vs by funnel) to tell different stories. |
| “Other” sizing | Use coverage % and “Other” to see how much lift sits outside the top segments. |
| Reporting | Use donut for “where revenue comes from” and bars for “how much each adds or subtracts.” |
Common Mistakes and Misinterpretations
Mistake | Why it is a problem | How to avoid |
|---|---|---|
| Reading donut as “revenue” without context | Donut is attributed lift share (modeled), not raw revenue. Mix is of incremental, not total. | Treat as “share of attributed lift,” and use bars for magnitude. |
| Ignoring “Other” | “Other” can hold a lot of small segments; dismissing it can miss a large part of lift. | Check coverage stats (e.g., how much positive lift is in “Other”) and adjust coverage % if needed. |
| Comparing different grouping modes directly | Channel mix vs topic mix are different cuts; segment names and counts differ. | Compare within the same grouping and same filters. |
| Treating share as “importance” only | A segment with a small share can have a large negative bar (big drag). | Use both donut (share) and bar (signed contribution). |
Caveats and Considerations
- Data dependency: Requires lift data . If missing, the chart shows “Revenue composition not available / Requires lift data.”
- Filter empty: Event/funnel or search filters with no matches show an empty-state message; no silent fallback to unfiltered data.
- Grouping: If the chosen grouping (e.g., topic) has no taxonomy data, the chart shows a short help message instead of falling back to another mode.
- Coverage logic: Coverage % is based on positive lift only. The smallest prefix of segments (ranked by lift descending) that reaches that % of total positive lift is kept; the rest go to “Other.” Negative lift is included in “Other” when those segments are not in the top set.
- Deduplication: Segments with the same name (e.g., in series mode) are merged by summing their lifts so each name appears once.
- Y-axis label: The bar panel may be titled “Lift Contribution ($M)”; values are in your KPI/lift units (e.g., revenue). Interpret scale from the axis ticks and hover.