Media-Assisted Revenue
How digital and media channels contribute to revenue — including touchpoints that don't get last-click credit
This report shows the full contribution of digital channels — including touchpoints that influenced a donor's decision to give but didn't receive last-click credit. Use this to defend channel investment decisions beyond ROAS alone and identify channels that are under-valued by last-touch attribution.
Last-Click Revenue
N/A
Media-Assisted Revenue
N/A
Hidden Revenue
N/A
Assisted Conv
N/A
Avg Assist Ratio
N/A
Assisted Revenue by Channel
Total attributed revenue including assists
N/A
Assist Ratio by Channel
Higher = more assist value beyond last-click
N/A
Last-Click vs Assisted Conversions
Side-by-side: channels that assist more than they close are under-valued
N/A
Why This Matters
- Last-click attribution under-counts channels like Paid Social and Email that warm up donors before they convert directly.
- Paid Social has the highest assist ratio (2.40x) — it's contributing 2.4x more conversions as an assister than as a closer.
- Cutting "low ROAS" channels that have high assist ratios may collapse downstream conversions in channels that appear to be performing well on their own.
- Media-assisted revenue represents the full picture of how digital investment drives donor value.
How to Use This Report
- Client / Leadership: Use media-assisted revenue as the primary measure of digital's contribution to fundraising — it shows the true scope of impact.
- Strategy: Compare assist ratios across channels. Channels above N/A are contributing more as assisters — protect their budgets.
- Optimization: Before cutting a channel's budget, check its assist ratio. High-assist channels need different success criteria than closers.
- Cross-reference: Compare with Channel Synergy to see which channel pairs amplify each other.
Channel Assist Details
| Channel | Spend | Last-Click Rev | Assisted Rev | Last-Click Conv | Assisted Conv | Assist Ratio |
|---|---|---|---|---|---|---|
Paid Social facebook / paid-social | $16.1K | $12.4K | $25.3K | 162 | 389 | 2.40x |
Email email / newsletter | $3.1K | $14.3K | $21.9K | 168 | 302 | 1.80x |
Organic Search google / organic | $0 | $8.6K | $9.6K | 103 | 134 | 1.30x |
Paid Search google / cpc | $22.8K | $18.5K | $9.5K | 213 | 128 | 0.60x |
Referral referral / referral | $0 | $4.3K | $5.5K | 53 | 80 | 1.51x |
Direct Mail direct-mail / offline | $22.4K | $14.8K | $5.0K | 158 | 63 | 0.40x |
Direct (direct) / (none) | $0 | $10.2K | $2.6K | 130 | 39 | 0.30x |