Question
How do ROI calculations work for leads that have a channel of Other/Unknown?
Answer
The Other/Unknown category is treated similarly to pull channels where 100% attribution is applied and ROI = attributed/investment. This category is solely used in the ROI Tab and consists of unclassified channels (Outbound Call, Mass Media, SMS/Text, One2One, Organic Social, Outdoor, Video) as well as any leads that do not have a channel assigned (Unknown).
- If all leads come through an Other/Unknown channel, then ROI won't be calculated since there is no investment associated with Other/Unknown for this channel.
- If leads come through one or more Other/Unknown channels, then ROI will be calculated only if the Cost Matrix is populated for those channels.
- If there are other classified channels that are part of the campaign along with Other/Unknown, and costs are populated for the classified channels, then total ROI will be calculated.
