How sales are credited to channels

When you have a connected store, Analytics counts your store's own paid orders, after refunds, and credits each one to the channel its buyer last came from. This is called last-click (or last-touch) attribution.

Why store orders and not Google Analytics

Google Analytics only counts a purchase it saw finish inside a tracked visit, so it often reports less than the store actually sold. Counting the store's own orders gives the real revenue figure. When Google Analytics is connected you still see its traffic. The note above the By channel table says where the orders and the traffic come from.

With no store orders to count, revenue and Conversions come from Google Analytics instead, or from the Brainito pixel or the ad platforms.

Where sales came from

The Where sales came from page shows the attributed side in detail:

• Attributed revenue (net of refunds) and Conversions (paid orders in the period).
• Revenue by channel: a chart over time.
• Channels and campaigns: each channel and campaign with its Conversions, Revenue and Share.

To open it, click No source recorded in the By channel table on the Overview. That row only appears when there are store orders to count. If your sales are in more than one currency, pick one at the top: currencies are never added together. The model is fixed at Last-touch.

Why so much shows as unattributed

• Before tracking started. The page shows "Attribution data starts" with a date. Sales before that show as Unattributed, because the journey behind them was never recorded.
• No marketing touch was recorded. Touches come from the tracking pixel and from clicks in your campaigns and automations. A buyer who typed your address straight in, or bought on a device the pixel never saw, has no touch to credit.
• The pixel isn't installed. See Connect your website.

If you see No attributed revenue yet, nothing has been credited so far. Results appear once a paid order is recorded for a contact.

Why ad platforms show a different number

Google and Meta count conversions by their own rules, and each can claim a sale that another channel also touched. Analytics gives each sale to one channel only, so the platforms' totals are usually higher. Under the ad rows in the By channel table you'll see the platform's own figure, such as "12 reported by the platform", next to the number Analytics credits.

Next: check the note above By channel on the Overview to see where your orders are counted from.