Traffic +$30.31, conversion −$30.31 and AST −$69.93 sum to −$69.93 — 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
+$30.31
CONVERSION
−$30.31
AST
−$69.93
Sum = the sales gap
−$69.93
Residual interaction
$0.00
AST splits into
Contribution to the gap
AUS
−$125.30
UPT
+$55.37
Sum = the AST contribution
−$69.93
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.