Metrics Reference
Every number in the Simmer dashboard, what it means, and how it's computed.
This page defines each metric exactly so you and your team are reading the dashboard the same way.
Headline KPIs
Revenue Attribution
The percentage of closed-won revenue that Simmer can trace back to at least one tracked website touchpoint.
Revenue Attribution % = attributed revenue / total closed-won revenueA deal counts as attributed if any contact on it has at least one touchpoint within the lookback window. The dashboard also shows the absolute attributed amount and the count of unattributed deals (deals with no tracked browsing on file).
Website Lead Attribution
The percentage of website-origin leads that Simmer can match to a tracked browsing journey.
Website Lead Attribution % = attributed website leads / total website leadsThe denominator excludes:
- Cookie-blocked leads — submitted the form but never granted tracking consent.
- Offline-origin leads — created via API, CSV import, or other integrations rather than a tracked website form.
Both excluded buckets are surfaced separately so you can see the size of the gap and where it's coming from.
Journey stats
Avg. touchpoints
The average number of touchpoints in an attributed journey. A growing number means more channels are involved before close — typical for longer or more considered B2B sales cycles.
Avg. time to convert
Average days from a journey's first touchpoint to its conversion timestamp.
Multi-touch %
The share of attributed conversions that involved 2 or more touchpoints. Anything above ~50% means most of your revenue is not explained by a single channel — which is why last-click is misleading.
Channel roles
Three channels are highlighted at the top of the dashboard based on their dominant role in attributed journeys:
- Top Introducer — the channel that most often appears as the first touchpoint.
- Top Assister — the channel that most often appears in the middle of a journey.
- Top Closer — the channel that most often appears as the last touchpoint before conversion.
Each is computed from the count of journeys where that channel held that position, not from revenue.
Per-channel metrics
The Channel Value table in the dashboard shows, for each channel:
| Column | Definition |
|---|---|
| Attributed revenue | Revenue credited to this channel by the position + engagement model. |
| Revenue share | This channel's attributed revenue as a percentage of total attributed revenue. |
| Leads | Form submissions on journeys where this channel appears. |
| Deals | Closed-won deals on journeys where this channel appears. |
| First-touch count | Times this channel introduced a journey. |
| Last-touch count | Times this channel closed a journey. |
| Assist count | Times this channel appeared in the middle of a journey. |
A deal can show up under multiple channels if its journey crossed multiple channels — that's the point of multi-touch. Revenue, however, is split (not duplicated) across them.
Quality labels
Some figures carry a quality label:
live_full— the deal has fully closed (revenue is finalised). These are the numbers your finance team will recognise.historical_partial— the deal is still in pipeline. Useful for forecasting, but the revenue isn't booked yet.
The dashboard separates the two so a healthy pipeline doesn't get confused with realised revenue.
Lead breakdown
Beneath the Website Lead Attribution KPI, the breakdown shows:
- Total leads — every form submission Simmer knows about.
- Website leads — submissions from your tracked website forms (the denominator for Website Lead Attribution).
- Attributed leads — website leads with a stitched browsing journey.
- Cookie-blocked leads — website leads with no consent and therefore no journey.
- Offline-origin leads — leads created outside the tracked website (imports, API, integrations). Not part of website attribution.
If your Cookie-blocked share is large, your CMP banner is probably converting poorly — worth A/B testing the wording before assuming the channel mix is wrong.