Attribution
Where this month's leads actually came from — read one way by last touch, the way a conventional analytics setup reports it, and read another way by first touch, the channel that started the enquiry.
50
Leads this month
₹1,850
Average cost per lead
This month's leads, by channel
Same 50 leads either way — only which channel gets the credit moves.
Gold = AI-referred (ChatGPT, Perplexity)
Why the two numbers differ
Last touch credits whichever channel was open in the tab right before the form was submitted — often a branded search, days after the enquiry actually began. First touch credits where the enquiry started. Priya Ramesh's lead on the detail screen is the concrete case: last touch alone, and it reads as Google organic.