Calculator Inputs
Use the responsive grid below. Large screens show three columns, medium screens show two, and mobile shows one.
Example Data Table
This sample shows how final-touch channels can be entered before running the calculator.
| Channel | Leads | Conversions | Opportunities | Won Deals | Spend | Revenue |
|---|---|---|---|---|---|---|
| Organic Search | 240 | 52 | 21 | 11 | $1,800.00 | $27,500.00 |
| Paid Search | 165 | 41 | 19 | 9 | $4,200.00 | $24,300.00 |
| Email Nurture | 130 | 36 | 18 | 10 | $900.00 | $22,100.00 |
| Partner Referral | 90 | 27 | 14 | 8 | $1,500.00 | $20,800.00 |
Formula Used
Attributed Revenue = Sum of deal revenue where the channel was the final touch.
Revenue Share = Channel Attributed Revenue ÷ Total Attributed Revenue × 100.
Conversion Rate = Attributed Conversions ÷ Last-Touch Leads × 100.
Opportunity Rate = Attributed Opportunities ÷ Last-Touch Leads × 100.
Win Rate = Won Deals ÷ Attributed Opportunities × 100.
ROAS = Attributed Revenue ÷ Channel Spend.
ROI = (Attributed Revenue − Spend) ÷ Spend × 100.
CAC = Channel Spend ÷ Won Deals.
How to Use This Calculator
- Set the currency symbol, report period, decimal precision, and performance targets.
- Add one row for each final-touch channel such as search, email, referral, or events.
- Enter leads, conversions, opportunities, won deals, spend, and attributed revenue for every row.
- Click the calculate button to show results above the form under the header.
- Review channel shares, ROAS, CAC, ROI, and the comparison chart.
- Download the results table as CSV or PDF for reporting.
Frequently Asked Questions
1. What does last touch attribution measure?
It assigns full conversion credit to the final marketing or sales interaction before a lead converts. This helps teams see which closing channels most directly influence revenue outcomes.
2. When is this model most useful?
It works well when your team wants a simple closing-channel view, especially for short sales cycles, direct response campaigns, and pipeline reviews focused on conversion completion.
3. What is a limitation of last touch attribution?
It ignores earlier interactions that built awareness or nurtured intent. Channels that assist conversions earlier in the journey may appear weaker than they actually are.
4. Should revenue and spend use the same time period?
Yes. Matching time windows improves consistency and makes ROAS, CAC, and ROI easier to interpret. Mixed reporting periods can distort channel performance comparisons.
5. What should count as a conversion here?
Use the conversion event your pipeline team tracks consistently, such as demo booked, qualified lead, proposal sent, or another clearly defined milestone.
6. Can this calculator support CRM exports?
Yes. If you summarize final-touch channel totals from your CRM, you can paste those values into the form and compare outcomes across acquisition sources.
7. Why are ROAS and CAC both important?
ROAS shows revenue efficiency, while CAC shows acquisition cost per won customer. Reviewing both prevents overvaluing high-revenue channels with excessive cost.
8. Should I rely only on this attribution model?
Not always. It is best paired with multi-touch, first-touch, or assisted-conversion analysis when you need a broader understanding of the complete customer journey.