Traffic −$728.58, conversion +$69.98 and AST −$26.98 sum to −$685.58 — the sales gap, to the cent. Residual interaction $0.00. sequential (waterfall) attribution, fixed driver order traffic -> conversion -> AST; AST split AUS -> UPT
Driver contributions
Driver
Contribution to the gap
TRAFFIC
−$728.58
CONVERSION
+$69.98
AST
−$26.98
Sum = the sales gap
−$685.58
Residual interaction
$0.00
AST splits into
Contribution to the gap
AUS
−$146.79
UPT
+$119.81
Sum = the AST contribution
−$26.98
Sequential attribution telescopes exactly, so the residual is zero by construction — it is computed and shown rather than assumed (BR-20). Both columns above are shown to the cent so that they sum to their own totals as printed.
What if — the calculator
Checking the calculator against the catalog…
—
·
This calculator holds no formula. It is handed the catalog's own driver values and evaluates the catalog's own identity; it verifies that it reproduces the catalog's figure before it will let you touch a slider (BR-20).
Colour tokens: gold = an input the business asserted · blue = a figure presented as given · green = calculated here. Dotted underline = hover for the formula.