4,650 unique visitors via paid social, 3,924 with utm_source=facebook — not a single real conversion. 7 "purchases" appear under paid_search (Google) but all are test events with synthetic visitor IDs and generic SKUs. All 588 real purchasers came via organic search (306), direct (245), or referral (104).
Last-touch referral shows 26.3% but first-touch is just 7.0%. The gap is caused by juspay, payu, and easebuzz being classified as referrers when users return after completing payment.
Badminton leads volume (60% of purchases) at INR 435 avg. But Box Cricket (INR 1,994) and Football (INR 2,133) generate 4-5x more per booking. Targeted campaigns here could unlock high-ROI returns.
Google organic drives 39.9% of traffic and 52.1% of purchase revenue (INR 2.5L). SEO investment is compounding — venue and sport pages rank well and convert reliably.
Diagonal cells (highlighted) show visitors whose first and last touch matched. Off-diagonal cells reveal attribution shifts between sessions.
Warning: Last-touch is polluted by payment gateways (95.7% shows as "referral")
First-touch gives the true picture of what originally drove purchasers
Payment gateways dominate — this is not a real attribution signal
True acquisition sources that originally brought purchasers to playo.co
| Visitor ID | Events | Pages | FT Source | LT Source | Device | Revenue | Actions | First Seen |
|---|