Attribution

The Attribution screen answers one question: which of your marketing channels earned your sales. Every paid order in the period is counted once. An order whose shopper came through more than one channel is split between them, and the split depends on the attribution model you choose. Use it to see what brings shoppers in, what closes the sale, and how much of your revenue no channel can claim.

Attribution uses the shared time range selector and the Compare toggle. Compare is on when the screen opens, so each figure shows its change against the same number of days just before your range, matched day for day. Turn it off to see the figures alone.

Model and lookback

Two controls under the title decide how credit is shared:

• Model picks how an order's value is split across the visits that came from marketing before it. Last click is the default.
• Lookback is how far back a visit can be and still count: 7, 30, or 90 days before the order. 30 days is the default. A shorter lookback can change the answer under every model, Last click included, because older visits drop out.

Both choices stay in the page address, so a link you share opens the same view.

Direct visits, where the shopper typed your address or used a bookmark, never take credit while a marketing visit exists in the lookback. On a store with subscriptions, the line Orders: One-off, first subscription reminds you that renewals are set apart and credited to no channel.

How the models differ

Select How the models differ for this example: a $100 order after three visits, a Meta ad first, then a Google search, then a Klaviyo email that led to the purchase.

• Last click gives everything to the last marketing visit. It answers what closed the sale.
• First click gives everything to the first marketing visit. It answers what brought the shopper in.
• Linear splits the order evenly across every marketing visit. It answers which channels helped at all.
• Position-based gives 40% to the first visit and 40% to the last, and shares the other 20% between the visits in between. With two visits each gets half; with one, it takes everything.

Every model credits the same orders and the same total. They only disagree on which visits get the money, and every split adds up to the order's value to the cent.

The figures across the top

• Sales is what customers paid in the period after refunds, every paid order included.
• Credited to channels is the sales from orders with at least one marketing visit in the lookback. This total is the same under every model.
• Direct only is the sales from orders whose every visit was direct. It is shown apart and never credited to a channel, so its change is neither good nor bad.
• Renewals, excluded appears on stores with subscriptions: renewals take no credit under any model or lookback.
• Not tracked is the sales from orders with no visit in the lookback. A new order sits here for a few minutes while its journey is put together. A rise here is worth a look.
• Multi-channel orders is the share of credited orders whose visits came through two or more channels.

Each figure shows its order count; select it to open those orders. The bar beneath splits Sales into the same parts, each with its amount to the cent and its share, and confirms that the total equals Sales. Select a part of the bar to open its orders.

Credited sales by channel

A daily chart of credited sales under the model you chose: your four largest channels, the rest together as All other channels, and Direct only. Switch between Sales and Orders; in Orders an order split between channels counts as its share in each, so a day's bar adds up to that day's orders. Select a name in the legend to hide or show it, and hover a day to see every channel and the day's total. When your range includes today, today's bar is marked as still open.

Opens vs closes

For each channel, the difference between its share of credited sales under Last click and under First click, in points. A bar to the right means the channel closes more sales than it opens; to the left, it opens more than it closes. Hover a channel to see both amounts.

Channels

One row per channel, with Direct only kept at the bottom.

• Credited, Share, Orders, and Avg credit follow the model you chose. With Compare on, vs previous shows the change against the previous period.
• First ÷ last divides the channel's credit under First click by its credit under Last click. Above 1, the channel opens more than it closes.
• Same orders split four ways shows the channel under every model side by side, the one you chose highlighted, each with its change against Last click.
• Trend is the channel's credit day by day.

Under a model that splits orders, one order counts once in every channel it credits, so the Orders column can add up to more than your orders. Select an Orders count to open those orders, with the model and lookback carried over; their Credit column adds up to the channel's figure. Switch Group by to Source to split each channel by the platform behind it, such as Meta or Klaviyo. Use the export button to download the table as a CSV.

Time to purchase

Credited orders by the days from the first marketing visit to the order, counted in calendar days in your store's time zone: Same day, 1 day, 2 to 3 days, 4 to 7 days, 8 to 30 days, and over 30 days. With Compare on, the previous period sits beside each. Select a bar to open those orders.

Channel overlap

How often channels share a journey. Each cell counts the credited orders that came through both channels; the grey diagonal counts every order with that channel. Select any cell to open those orders.

Top paths

The most common routes to a credited order, a channel repeated in a row shown once. Select an Orders count to open those orders, or expand the table to see every path.

Live orders

Your newest paid orders as they arrive, renewals included, whatever range you picked. Each shows its status (Journey pending while its visits are gathered, which takes a few minutes, Renewal, Not tracked, or Tracked), its journey with the visits that earn credit underlined, and how the credit splits under your model. Select an order to open it, including how it was attributed.

Stores that collect leads

A store set up to collect leads does not sell online, so Attribution does not appear in its menu. Opening the page directly shows a short note instead.