I've tried a lot of different analytical tools. None of them really works for my needs. Let me explain.
There's the famous "pirate metrics" framework AARRR, which I don't like by the way, but this is another story, but I had to mention that because it explains why I use a different one.
There are 3 main steps in your sales funnel: first you acquire leads, then you convert them from prospects to paying customers, and then you have to retain them simply because it's cheaper than acquiring and converting new ones.
So can you really tell me that "the most loyal customers come from this particular channel so it's better for us to consider our marketing budget allocation and etc." At least I don't know the other way to think about this. Let me show you how it works.