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Paid vs organic is not channel coverage
|Paid attributed $ − organic attributed $| ÷ paid attributed $ make gap %. Type both.
Pair: Paid-vs-organic gap on Traffic. Coverage: channel-coverage gap. Spend hole: unattributed-spend share.
What you type
Paid attributed $ — Paid-channel attributed dollars in the Rockerbox window.
Organic attributed $ — Organic-channel attributed dollars in that same window.
Gap % = |paid attributed $ − organic attributed $| ÷ paid attributed $ × 100. Reconcile paid vs organic maps when gap % is fat — do not invent a gap chip.
What not to do
Do not invent gap %. Do not fold unattributed spend into paid or organic. Do not treat channel-coverage counts as dollar gap. Do not average every skill when one owns the hole.
Related: Traffic, channel-coverage gap, unattributed-spend share, MMM vs MTA gap.
Procedure
- Type paid attributed $ and organic attributed $.
- Read gap %.
- Reconcile paid vs organic maps when gap % is material.
Failure modes
- Inventing gap %.
- Folding unattributed spend into paid or organic.
- Treating channel-coverage counts as dollar gap.
Worked example
None on this page yet. When one lands it will be a real case: what broke, the number, and what changed. Not a composite.
Glossary
- Paid-vs-organic gap %
- |Paid attributed $ − organic attributed $| ÷ paid attributed $ × 100.
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FAQ
- Is this channel-coverage gap?
- Sibling Rockerbox hole. [Channel-coverage gap](/manuals/rockerbox-channel-coverage-gap) is missing model channels. This page is |paid − organic| ÷ paid attributed $.
- Is this unattributed-spend share?
- Related Rockerbox $ hole. [Unattributed-spend share](/manuals/rockerbox-unattributed-spend-share) is no-channel spend. This page is paid-vs-organic gap.
- What gap % should I invent?
- None. Type paid attributed $ and organic attributed $ from the same Rockerbox window.