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Ad Attribution Report

The Ad Attribution report tells you which ad channels and campaigns drove orders. It uses attribution data recorded on each order, so it works for any date range and is not limited by a 90-day window.

Accessing the report

  1. Go to Reports in your admin portal
  2. Click Marketing → Ad Attribution
  3. Select a date range (defaults to last 30 days)

How attribution works

When a visitor lands on your store after clicking an ad, their session is recorded with the channel and campaign details. When they place an order, up to two types of attribution are stored on the order:

  • Direct attribution — the visitor clicked a link with tracking parameters in the same browsing session as the purchase.
  • Indirect attribution — the visitor clicked a tracked link in a previous session, using the same account.

The report uses last-touch: each order is credited to the most recent direct attribution. If there are no direct attributions, the most recent indirect attribution is used. Orders with no attributions at all are counted as Unattributed.

Because each order is credited to exactly one source, all channel totals plus Unattributed will always add up to your total revenue for the period.

Unattributed orders

Orders placed before attribution tracking was set up, or placed by visitors who arrived without following a tracked link, will appear as Unattributed. A high Unattributed count early in a date range is normal — it simply means those orders predate tracking, not that ads sold nothing.

Summary metrics

MetricWhat it shows
Total OrdersAll qualifying orders in the selected period
Total RevenueGross revenue from those orders
Attributed %Percentage of revenue with a tracked source
Direct / IndirectNumber of direct vs indirect attributed orders

By channel

A breakdown of revenue by Source / Medium (for example, Google / cpc or Facebook / paid). Each row shows:

  • Orders — how many orders were credited to this channel
  • Revenue — total revenue from those orders
  • Avg Order Value — average spend per order
  • Share — this channel's percentage of total revenue

The Unattributed row is included so the table always sums to 100%.

By campaign

The same breakdown, now grouped by campaign label. The campaign key is resolved in this order:

  1. Label — the value of your hioatt parameter (your custom per-ad label)
  2. Meta Campaign ID — if the order came from a Meta ad (Facebook/Instagram), the campaign ID from utm_campaign
  3. UTM Campaign — the utm_campaign parameter from any other platform
  4. Legacy campaign — the combined campaign field on older orders

This means your hioatt labels always take precedence and appear cleanly, while Meta and other platform campaigns are still captured and visible even when no label is set.

Revenue over time

A line chart showing revenue per channel per period. The granularity adjusts automatically:

  • Daily — for ranges up to 31 days
  • Weekly — for ranges up to 90 days
  • Monthly — for longer ranges

Use this chart to spot which channels drove growth during specific periods, and to see whether ad spend correlates with revenue peaks.

Filters

Date range

Choose from a preset period or set a custom range. The report supports ranges up to one year.

Exporting data

Use the Export CSV or Export Excel buttons next to each table to download the by-channel or by-campaign breakdown.

Using insights

Check if ads are driving orders

Look at the Attributed % in the summary. A rising percentage over time indicates that tracking is capturing more conversions. If the percentage is low, verify that your ad links include tracking parameters (utm_source, utm_medium, utm_campaign or hioatt).

Compare channels

The by-channel table shows which Source / Medium combinations drive the most revenue and which have the highest average order value. High-AOV channels may be worth increasing spend on even if order count is lower.

Drill into campaigns

The by-campaign table lets you see which specific campaigns or labels are performing. If a campaign appears as a numeric ID (e.g., 120239772129300034), that is Meta's automatic UTM from their Ads Manager — the ID maps to a campaign in your Meta Ads account.

Next steps