International Journal of Computational and Electronic Aspects in Engineering
Volume 7 · Issue 3 · July 2026 · pp. 115-123
Special Issue of National Conference on Emerging Innovative Trends in Computer Applications
Research Article · Peer Reviewed
Received: June 10, 2026 · Accepted: July 20, 2026 · Published: 31 July 2026
DOI: 10.26706/ijceae.7.4.20260716
Open Access · CC BY 4.0

Channel Attribution and Funnel Leakage Analysis Using Data Analytics Techniques

Sejal N. Waghe1*, Sumedh M. Motghare2, Shreya S. Saxena3, Harshala S. Ganvir4
1,2,3,4 MCA Department, Suryodaya College of Engineering & Technology, Nagpur, India.

*Corresponding author: sejalwaghe2201@gmail.com
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Abstract

Customers interact with multiple digital channels before completing a purchase, making attribution complex [7], [8]. This study analyzes channel attribution and funnel leakage using data analytics techniques applied to customer interaction data. Attribution models such as first-touch, last-touch, and linear attribution are used to assess channel performance. Funnel analysis helps identify user drop-off points across the conversion process [6], [9]. Results show that channels with a lot of traffic do not always mean a lot of conversions. Some channels with traffic actually do a better job. This study helps us learn how to make our marketing plans better get more people to buy things and stop losing people along the way.

Keywords

Channel Attribution Funnel Leakage Analysis Data Analytics Techniques Customer Journey Analysis Conversion Funnel Optimization Web Analytics User Behavior Analysis Decision Making

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