Campaigns

The Campaigns screen answers two questions about every campaign that led to a sale: did it bring the shopper in, or did it close the purchase? A campaign that starts many journeys but rarely gets the last visit looks weak when you only count last clicks. Here you see both sides, and how each attribution model credits it.

Campaigns counts your paid orders in the period that had at least one marketing visit in the 30 days before the order. Renewals of subscriptions are left out. The 30-day lookback is fixed on this screen.

Campaigns 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, under the same model and the same filters. Turn it off to see the figures alone. Open Attribution takes you to the channel view of the same sales.

What counts as one campaign

A campaign is its platform and its name. Names that differ only in capital letters, spaces or web encoding are merged, so 3sept+%7c+uk, 3sept | uk and 3SEPT | UK are one campaign. Visits with no campaign name are grouped by where they came from, such as Meta, no campaign, Google organic, or Referring sites.

The first touch is the first marketing visit in an order's journey: the campaign that opened it. The last touch is the last marketing visit before the order: the campaign that closed it. Emails sent after an earlier purchase count like any other email.

Filters

Pick a Channel or a Platform, or search campaign names, to focus every panel and figure on the orders whose journey includes them. The campaign tables then list the matching campaigns, each still with its numbers across all orders. Model chooses how credit is split, with Last click as the default. Your choices stay in the page address, so a link you share opens the same view. Clear filters brings everything back.

The figures across the top

• Purchases with a sourced journey is the number of orders in view, with their sales.
• Involving 2+ channels counts the orders whose visits came through two or more channels.
• Days, first touch to purchase is the average number of calendar days from the first marketing visit to the order, in your store's time zone, with the median beneath it.
• Same-day purchases counts the orders placed the same day as their first marketing visit.
• Campaigns active is the number of campaigns in those journeys.
• Credited sales is what the model you chose credits to the campaigns in view. Without a filter it equals the credited sales on Attribution.

Select an order count to open those orders.

Purchases by campaign, first vs last

One row per campaign with the orders it opened (First touch) and closed (Last touch) side by side, Closer lift (closed minus opened), its Role, and In journey, the orders it touched at any point. Switch between Orders and Sales. A campaign is a Closer when it closes at least 2 more orders than it opens and at least half again as many, an Opener the other way round, and Both otherwise. Every count opens its orders. The table shows the top 15; expand it to see every campaign.

Campaign overlap and channel overlap

A grid with the campaign that opened each order down the side and the one that closed it along the top: your ten largest each way, the rest grouped as All other. The outlined diagonal is the same campaign opening and closing. The second grid does the same by channel, or by platform. The platform grid counts only orders whose first and last visits both name a platform, so its total can be lower than the channel grid's. Select any cell to open its orders.

Closer lift

Each source or campaign as a bar: to the right when it closes more orders than it opens, to the left when it opens more. By campaign shows the 16 campaigns with the largest difference either way.

Credit by model

Each campaign under all four models side by side: the share of orders it earns and its credited sales, with the model you chose highlighted. A split model can give a campaign part of an order, so its order count can be a fraction. First ÷ last sales above 1 means the campaign opens more than it closes. Every model's sales add up to the same total. Select a sales figure to open the orders the campaign earns credit on, with how much of each it earned.

Time to purchase

How long shoppers take from their first marketing visit to buying, in calendar days: same day, 1 day, 2 to 3, 4 to 7, 8 to 30, and over 30. One chart splits the orders by the channel that opened them, the other by the channel that closed them, each against All orders. A third shows one opening campaign of your choice against the mix of all orders. Select a segment or a bar to open its orders.

Build an audience from a campaign

When you open the orders of a single campaign, Build audience from this campaign starts a new audience of every shopper who visited from that campaign, buyers or not, whatever spelling the campaign used. It appears when audiences are part of your plan.

Stores that collect leads

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