Sanitized portfolio replica of a production dashboard. synthetic data, real method. The production version adds four more tabs, campaign-level tables, and click-lineage verification. Read the case study.

Paid-Search Funnel Decomposition

Is paid-search conversion really falling, or is spend shifting into tactics that never converted well? An exact decomposition splits the revenue change into eight additive effects, so mix shift can't masquerade as funnel failure. Every number recomputes client-side for any pair of ranges.

Compare any two spans

Data is weekly grain; selections aggregate exactly. Primary is the span you're explaining; Comparison is the base it's measured against.
Primary: focus
to
Comparison: baseline

Why revenue moved: eight additive effects

Log-mean (LMDI) decomposition of ΔRevenue. The eight bars sum to the total change to machine precision: no residual, no "other".

Mix vs. rate, by tactic share of paid-search clicks

The Simpson's-paradox guard: blended conversion can fall while every tactic's own funnel holds.

Funnel rates by tactic

Efficiency

cost side · lower is better on costs
Synthetic weekly panel, deterministic generator; figures are illustrative; the decomposition identity, the controls pattern, and the table conventions mirror the production build. Identity: Revenue = Σtactic Clickstotal · share · (Sess/Click) · (Shop/Sess) · (Cart/Shop) · (CO/Cart) · (Orders/CO) · AOV.