Grouping Mode
The Grouping Mode control determines how individual marketing activities are aggregated before display. This is the primary control for changing the level of analysis.
| Grouping Mode | Description | When to Use |
| Lever | Shows individual marketing activities with no aggregation. This represents a single intervention point (e.g., a specific ad campaign, a particular content piece, an individual social post). | When you need maximum granularity to identify specific high-performing or underperforming tactics. Best for tactical optimization decisions. |
| Series | Aggregates levers by their parent time series. Multiple levers from the same data stream are combined into a single series. | When you want to see contribution at the data-source level, consolidating related activities that share a common time series identity. |
| Channel | Aggregates by marketing channel (e.g., Facebook, Google Analytics, Broadcast, Podcast, Salesforce, Social). Groups all activities from the same platform. | When comparing platform-level performance for budget allocation across major channels. Best for channel mix optimization. |
| Event Category | Aggregates by the event category classification assigned during enrichment (e.g., "Paid Media," "Organic," "Owned Media"). | When analyzing performance by marketing category or tactic type rather than specific platforms. |
| Campaign | Aggregates by campaign or initiative. Groups all activities associated with the same campaign identifier. | When evaluating the total impact of marketing campaigns or initiatives that span multiple channels or tactics. |
| Funnel | Aggregates by marketing funnel stage (Top, Middle, Bottom). | When analyzing where in the customer journey your marketing has the greatest impact. Best for funnel optimization. |
| Source Type | Aggregates by the source type classification (e.g., "Paid Search," "Display," "Social," "Content"). | When comparing performance across tactical categories regardless of specific platform. |
| Topic | Aggregates by MANTA-derived semantic topics. Uses AI-based topic modeling to cluster semantically similar activities. | When you want to understand which themes, messages, or content topics are driving results—regardless of channel or campaign. Requires topic enrichment data. |
Note: Topic grouping is only available when MANTA topic modeling has been run during the enrichment phase. If unavailable, this option will not appear.
Chart Controls
Grouping
The Grouping Mode control determines how individual marketing activities are aggregated before display. This is the primary control for changing the level of analysis. Find more detailed information on the groupings in our Dashboard glossary.
Filter Groups
When using a grouping mode other than "Lever," this control allows you to filter which groups are displayed. Multi-select available with additional options to include or exclude selected fields.
Use case: When viewing by Channel, select only "Facebook" and "Google" to compare these two platforms directly.
Date Range
Controls the time period for which attribution is computed. The start and end dates are inclusive in the analysis window.
Event Category Filter
Filters the chart to show only activities (multi-select) belonging to specific event categories. Categories are derived from the event_category field in the enrichment data. Additional options to either include or exclude selected fields.
Use case: Focus on "Paid Media" only to see how paid activities contribute, or exclude "Organic" to see the impact of non-organic marketing.
Funnel Stage Filter
Filters the chart to show only activities associated with specific funnel stages (Top, Middle, Bottom, or custom stages). Additional options to include or exclude selected fields.
Use case: Isolate "Bottom of Funnel" activities to see which conversion-focused tactics are driving the most lift.
KPI / Outcome Selection
Controls which business outcome the attribution is computed against. Allows for filtering to both the KPI Classification and KPI Label.
Use case: Switch from overall attribution to "Revenue only" to see which activities specifically drive revenue vs. other outcomes.
Search Terms Filter
Free-text search to filter activities by name or label content. Only items whose labels contain the search terms will be shown.
Use case: Search for "Black Friday" to see all activities related to a specific promotion, regardless of channel or campaign.