The Channel Overlap section in channel attribution dashboard helps you analyze how multiple marketing channels contribute to the same conversions. Whether you're running cross-platform campaigns or coordinating paid and non-paid efforts, this visualization makes it easier to understand attribution touchpoints and interaction frequency between channels.
Where to Find Channel Overlap
You can access Channel Overlap in two parts of the Attribution Dashboard:
All Channel Dashboard Includes both paid (e.g. Google Ads, Meta Ads) and non-paid (e.g. Organic Search, Email/SMS, Direct) channels.
Ads Dashboard Focuses exclusively on paid ad platforms such as Meta Ads, Google Ads, TikTok Ads, and more.
What the Chart Shows
The overlap visualization is presented as an interactive Venn diagram, representing the number of orders attributed to up to three selected channels.
Each circle represents a selected channel.
Overlap areas represent the number of shared orders—customers who interacted with multiple channels in their path to purchase.
Non-overlapping areas show the orders solely attributed to a single channel.
Hovering over the intersections reveals detailed order breakdowns and overlap percentages.
For example:
If a user interacts with both Google Ads and Klaviyo, and converts, that user is counted in the overlapping area.
Applicable Filters
You can apply a variety of filters to tailor your overlap analysis:
Filter Type | Description |
Event Date / Source Date | Choose whether to filter by when the conversion occurred (event date) or when the ad/email impression/click happened (source date). |
Date Range | Select a timeframe to limit data scope—ideal for comparing different campaigns or product launches. |
Customer Type Filter | Choose the customer segments whether is all customers, new customers or returning customers. |
Breakdown by Customer Type
You can view overlaps for different customer groups using the Customer Segment filter in the top right corner:
All customers: Total attributed orders
New customers: Orders from first-time buyers
Returning customers: Repeat purchases
Pro Tip: Viewing overlaps separately for new and returning customers helps you uncover whether certain channels are more effective in acquisition vs. retention.
Channel Selection
You can select up to 3 channels at once.
If no channel is selected, WorkMagic will display the top overlapping channels by order volume automatically.
Use the left panel to expand the channel and choose sources.
You can compare source levels as well, like Google Ads vs Google Organic Search
Channel categories include:
Ads (e.g. Google Ads, Meta Ads)
Email & SMS (e.g. Klaviyo, Postscript)
Social
Affiliate & Influencer
Organic Search
3rd Party
Direct
Other Order Sources
What Insights Can You Derive?
Scenario | Insight | Recommended Action |
Large overlap between Google Ads + Klaviyo | Paid and lifecycle touchpoints reinforce each other | Double down on retargeting email flows post-ad click |
Little overlap between Meta Ads + Organic Search | Channels may reach different audiences | Consider cross-channel messaging alignment |
High overlap in New customers between Ads + Email | Both are critical in acquisition | Avoid cutting budget from either—optimize together |
Rising overlap between ads and email in Returning customers | Your nurture channels are resonating | Enhance loyalty offers or product recommendations |
Next Steps:
Use overlap data to optimize channel synergy (e.g. Email + Paid Media).
Evaluate how overlaps differ between customer segments.
Pair with Lift Testing to measure true incremental value.
Share insights with creative or retention teams to coordinate messaging.