# Channel affinity

The “**Channel** **affinity**” report can be accessed by clicking the “Attribution” > “Channel affinity” tab:

![](https://260855712-files.gitbook.io/~/files/v0/b/gitbook-legacy-files/o/assets%2F-LeHwewTtpaa7CFqksF0%2F-MMG7jD0IZkYnGwCBWq5%2F-MMG8WhDL0NYvjGDQSSD%2Fchannel%20affinity_menu.png?alt=media\&token=2cd792af-d063-4b4e-ab4f-2b48e52b5ce7)

![](https://260855712-files.gitbook.io/~/files/v0/b/gitbook-legacy-files/o/assets%2F-LeHwewTtpaa7CFqksF0%2F-MMG7jD0IZkYnGwCBWq5%2F-MMG8ZUGZ8qkL7GqKaEJ%2Fchn_affinity_global.png?alt=media\&token=513f9009-81f5-4107-a7d5-5cad699da866)

This report shows you the **affinities** between **customer** **journey** **channels**: it highlights the **pairs** of **channels** that **generate** the **most sales** when they are in the same customer journey.

This report is divided into **three** parts:

### 1) – Four key metrics in the report header

* “**Best affinity: turnover**“: pair of channels generating the highest turnover.
* “**Worst affinity: turnover**“: pair of channels generating the lowest turnover.

![](https://260855712-files.gitbook.io/~/files/v0/b/gitbook-legacy-files/o/assets%2F-LeHwewTtpaa7CFqksF0%2F-MMG7jD0IZkYnGwCBWq5%2F-MMGHSLkRFCSzOWYOu8Q%2Fchn_kpi.png?alt=media\&token=c18b00db-4bf2-4fb8-b091-36510e214b2e)

### 2) – A **Table** presenting in detail the Top 5 pairs of channels

... that generate the highest turnover (1), and the 5 pairs of channels that generate the lowest turnover (2). The “click” and “impression” icons tell you what type of touchpoint is included in the analysis.

You can click the “**Metrics**” (3) dropdown menu to display three other metrics:

* “**Turnover share**“: share of turnover generated by a pair of channels.
* “**Conversions**“: number of conversions generated by a pair of channels.
* “**Conversion** **share**“: share of conversions generated by a pair of channels.

![](https://260855712-files.gitbook.io/~/files/v0/b/gitbook-legacy-files/o/assets%2F-LeHwewTtpaa7CFqksF0%2F-MMG7jD0IZkYnGwCBWq5%2F-MMGI3t8vbHzRz3Q6Dvc%2Fchn_123.png?alt=media\&token=2a966a3e-114b-4a6d-bedd-f6962278f53b)

### 3) – A **Matrix** 

... showing the details of the pairs of channels having **strong** **affinities** (in green) and those having **few** or **no** **affinities** at all (in red). By default the matrix displays the “Turnover” metric and focuses on the synergies between paid levers.

You can click the “**Turnover**” (1) dropdown menu to display three other metrics:

* “**Turnover** **share**“: share of turnover generated by a pair of channels
* “**Conversions**“: number of conversions generated by a pair of channels
* “**Conversion** **share**“: share of conversions generated by a pair of channels

Click the “paid channels” dropdown menu (2) to display other categories of channels in the matrix:

* “**All** **channels**“: affinities between natural and paid channels

![](https://260855712-files.gitbook.io/~/files/v0/b/gitbook-legacy-files/o/assets%2F-LeHwewTtpaa7CFqksF0%2F-MMG7jD0IZkYnGwCBWq5%2F-MMGIyE8jgLieH_23c2k%2Fmatrice_chn_12.png?alt=media\&token=e7a88b82-b959-4e05-8e92-12a4a475abf4)

### **How to interpret the “Channel affinity” report?**

The “Channel affinity” report helps you understand **synergies** between the channels of your customer journeys. This report can help you **optimize** the **messages** of your **campaigns** and optimize your **media** **investments**.

In the example below, we see that the paid channels having the strongest affinity are SEM and affiliation, as they generate 4.55% of the turnover. By cutting or reducing budgets on one of the two channels, you may therefore adversely affect the performance of the other channel and your total turnover.

![](https://260855712-files.gitbook.io/~/files/v0/b/gitbook-legacy-files/o/assets%2F-LeHwewTtpaa7CFqksF0%2F-Lqu49VfuWfBxzxW1iw-%2F-Lqu6ysqHJHv43KMihTO%2FTURNO_SHARE-1030x267%5B1%5D.png?alt=media\&token=c2a92a51-0572-467f-86f6-ae7af68d686d)

If there are budget restrictions, you therefore tend to concentrate your budget on channels having strong affinities and implement consistent communication between the channels that jointly generate a higher number of conversions.