This article talks about Conversion Measurement Breakdown in FullThrottle Platform, to see how the Conversion Measurement Overview works, go here.
Under the Measure section of the Instant Marketing screen you will find a Marketing Breakdown.
The breakdown shows how many sales each line item tactic is influencing independently. In this example Display is influencing 118 sales and smartmail has influenced 94 sales. These numbers are not mutually exclusive, like all marketing and advertising, it is the combination of marketing tactics that deliver results, and not a silver bullet that has "made the sale". In an ideal marketing mix all conversions should be influenced by all tactics firing.