Attribution connects your traffic sources (UTM parameters) with actual purchases, so you can measure which campaigns generate real revenue — not just visits.
Attribution is available on Pro and Agency plans.
Why Attribution Matters
~Referrers show traffic
You see where visitors come from, but not whether they buy.
~UTM Sources show campaigns
You see which campaigns bring visitors, but not the revenue impact.
✓Attribution connects both
Revenue, orders, and conversion rate per source/medium — so you know where to invest.
Example: Attribution Table
Demo data
Share of visitorsShare of revenue
google / cpc25% of visitors, 64% of revenue
375 visitors12 Orders3.2%$2,400.00
Direct / None31% of visitors, 9% of revenue
455 visitors5 Orders1.1%$340.00
newsletter / email11% of visitors, 24% of revenue
157 visitors8 Orders5.1%$890.00
instagram / social34% of visitors, 3% of revenue
500 visitors2 Orders0.4%$120.00
In this example, Instagram brings a third of the visitors (34%) but only 3% of the revenue: lots of traffic that rarely buys. The newsletter brings 11% of the visitors and 24% of the revenue, with the highest conversion rate (5.1%) even though Google generates more total revenue. Its audience is more qualified — you might increase email frequency or invest in growing the list.
How It Works
- A visitor arrives at your site with UTM parameters (e.g., ?utm_source=google&utm_medium=cpc)
- SimpleData records the source/medium along with the visit
- When that visitor makes a purchase, the revenue is attributed to the original source
- The Attribution table aggregates this data by source/medium for the selected period
Metrics Explained
Source / Medium
The utm_source and utm_medium from the campaign URL. "Direct / none" means no UTM parameters were present.
Revenue
Total revenue from purchases made by visitors from this source.
Orders
Number of unique orders from visitors from this source.
Visitors
People who viewed at least one page in the selected period and first arrived from this source.
Conversion Rate
Orders per 100 visitors from this source. Higher rates indicate a more qualified audience.
Share of visitors / Share of revenue
The two bars on each row: this source's slice of all visitors next to its slice of all revenue. A source with a long blue bar and a short green one brings traffic that rarely buys.
Unattributed
Orders from people with no recorded visit (for example, a purchase sent by your store with no pageview before it). Listed so the rows add up to your total revenue.
Setting Up UTM Parameters
Attribution works automatically — you just need UTM parameters in your campaign URLs. See the Campaign Tracking docs for details on each parameter. See campaign docs →
Where to Find It
- Go to your site dashboard
- Click "Ecommerce V2" in the sidebar or the ecommerce link
- Scroll to the "Marketing Performance" section
- The Attribution table shows revenue by source/medium
Tips
💡Always use utm_source and utm_medium on paid campaigns — without them, traffic shows as "Direct"
💡Use consistent naming (e.g., always "facebook" not sometimes "fb")
💡Compare conversion rates, not just revenue — a high-converting low-traffic source may be worth scaling
💡Use date range filters to compare campaign performance across different periods