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Homepage: Base vs Halo Effect Additions

January 20th, 2025

Now, you can navigate the home page card to understand the various cuts that your Halo Effects might take.

For customers that only have a single store (e.g. Shopify, BigCommerce, etc), your Halo Effect cards will have 2 tabs:

  • Overall Base vs Halo Mix: which will show you the breakdown of base vs halo for each channel in your marketing mix.

  • Halo Effect Breakdown: looks at ONLY revenue from your halo effects per channel, and explains where those channels are driving the most traffic (direct sessions, paid search, or organic search/SEO).


For customers who have multiple storefronts (e.g. Shopify + Amazon), you'll be able to see the cuts of Base and Halo effects for a number of different cuts fo the data.

  • Shopify & Amazon Base vs Halo Mix: shows you the distribution of base and halo effect value per channel across EACH store front.

  • Overall Base vs Halo Mix: shows you the distribution of base and halo effect value per channel summed across BOTH store fronts. This helps you to understand more about which channels lean higher or lower in the funnel in terms of performance (below shows that Google and Bing are effective lower funnel channels, Facebook is driving both awareness AND conversions, and CTV channels are purely top of funnel plays)

  • Base Only: tells you the split of BASE revenue across your store fronts

  • Halo Effect Only: tells you the split of how each channel is driving halo effects across both store fronts

  • Halo Effect Breakdown: looks at ONLY revenue from your halo effects per channel, and explains where those channels are driving the most traffic (direct sessions, paid search, or organic search/SEO) AND to which store front.

  • Shopify Only: isolates channel base vs halo mix to just revenue on your primary store front (note: this tab will be named respective to the ecommerce platform you use)

  • Amazon Only: tells you the breakdown per channel for how much base and halo is being driven to your Amazon store. Remember you can always hover over the bars to see the dollar value and how much the halo effects are split by value.