Unattributed Revenue
Unattributed revenue is revenue that cannot be assigned to a specific paid channel through attribution systems. In SpendSignal, this revenue is explicitly modeled as baseline demand rather than treated as an error or gap. It usually represents the true power of your brand.
The Short Version
Sales that happen without a click. The 'Dark Matter' of marketing.
Prerequisites
The Attribution Gap
Google Analytics says you made $100k. Your bank account says $150k. Where did the $50k come from?
Attribution tools ignore it or force it into 'Direct'. This leads to undervaluing the brand and over-valuing clickable ads.
How it works
Calculate Total Revenue - Sum(Attributed Revenue)
Analyze the correlation of this gap with Brand Search and Offline spend
Model it as a function of Baseline + Halo Effects
Common Misconceptions
Assuming it's a tracking error (It's usually a feature, not a bug)
Ignoring it in ROI calculations (It lowers your perceived Blended ROAS)
Trying to force it to zero (You want Unattributed Revenue to grow!)
Related Terms
Frequently Asked Questions
QIs Unattributed Revenue bad?
No! High unattributed revenue means you have a strong brand that people seek out directly. It is the cheapest revenue you will ever get.
QHow do I make it grow?
Invest in brand, content, PR, and word-of-mouth. Also, upper-funnel channels often drive unattributed lift.