Revenue

A Shopify store sees its real orders and refunds here, each order credited to the visit, source, campaign and landing page behind it. Connect Shopify has the steps. Other stores and payment providers are not available yet: what works today lists them.

This page explains the numbers of the Revenue screen and how an order is tied to a visit.

Before the first order #

On a site without orders, the Revenue screen shows a panel called "Set up revenue" with these steps: connect your store, turn on the attribution id and, once the store is connected, wait for the first order. A paid order arrives within seconds, and the report then replaces the panel.

Settings, Integrations has a "Revenue attribution" section. Its Shopify card connects a store. The other cards open a note that says connecting them is not available yet.

To see the screen with data first, open the public demo, which runs on sample orders.

What the screen shows once there are orders #

The date range and the comparison of the top bar apply to this screen. Filters do not.

The tiles sum up the range:

Below the tiles are these cards:

• Attribution coverage. Every paid order in exactly one row: linked to a visit, id received with no matching visit, or no id at all.
• Attribution breakdown. Linked orders by landing page, converting page, first source and last source.
• Revenue by product. Orders grouped by product, one-time or subscription.
• Touches before purchase. How many page views a linked order had before the payment.
• Top purchase paths. The pages of those journeys, in the order they were viewed.
• Recent refunds. The refunds of the range, newest first.

How an order is tied to a visit #

Tying an order to a visit uses an id that lives for a single page load, and no cookie of its own.

1. The full script, with the attribute data-revenue on its tag, makes a random id when a page loads. The id is kept in memory only. Nothing is written to the browser's storage.
2. The script adds the id to every hit it sends from that page.
3. On a Shopify theme, the attribute data-shopify-cart lets the script write the id into the cart once the shopper has added a first item, and Shopify puts it on the order.
4. When the order arrives with that id, the page view that carried it names the visitor, and the order is linked to that visitor's journey.

The journey is the shopper's pages on the day they bought, from the page they entered on. So the landing page is the real entry page, and time to buy runs from the first page of that journey. With Remember returning visitors on and the shopper's consent, the journey also reaches earlier visits inside the lookback window.

The id itself is never stored. Both sides keep a scrambled form of it that is different for every site.

Orders that cannot be linked #

An order without a usable id counts as revenue and is not credited to a page, source or campaign. The Attribution coverage card shows how many. On Shopify the main cause is Buy it now and the express buttons on product pages, which skip the cart. Hiding them in the theme editor links more orders. Point of sale, draft orders, subscription renewals, other sales channels and blocked scripts are the other causes.

Attribution settings #

Once a site has orders, Owners and Admins get an attribution menu in the top bar of the Revenue screen. It has two choices.

Lookback window. How far back before the payment a page view may lie and still count: 7, 14, 30 or 90 days. A new site starts at 30. Without the returning-visitors cookie a journey is one day, so the window matters most on a site that has it on.

Model. Which page views earn the amount of an order wherever one figure is shown per page, source or campaign.

Nothing is decided when an order is stored. Each report is worked out with the settings of that moment, so a change applies to all past orders at once. Credit is always the gross amount: a refund does not take credit away from the page or source that earned it.

The store pages keep their own model in the address of each page and never change this setting: see Attribution models.

One more setting lives under Settings, Exclusions: "Pages without revenue credit". A thank-you or confirmation page is viewed just before the order is recorded and would take the credit under the last touch model. Pages on this list keep counting as traffic and only stop earning revenue credit. The list holds up to 50 paths.

Currencies #

Amounts are shown in the currency they were recorded in, which for a Shopify store is the store's currency. They are never converted, and amounts in different currencies are never added together. When a date range holds orders in more than one currency, a row of currency choices appears above the tiles, and the screen shows one currency at a time with a note naming the ones it leaves out.

The revenue tiles on the Overview #

The Overview can show two more tiles, Revenue and Revenue per visitor. Revenue per visitor is net revenue divided by visitors. With a filter active it is the revenue credited to the matching visits, divided by their visitors.

Both tiles need the same thing: at least one recorded order on the site, and a viewer who is allowed to see revenue. The Conversion rate tile does not depend on revenue. It appears as soon as a conversion goal is switched on.

Who can see revenue, and what a token can do #

Owners, Admins and the Viewers of a site can open the Revenue screen. A shared dashboard link never includes it. The "Include revenue" switch of a share link only decides whether the shared Overview shows revenue figures. Shared dashboards has more.

A program or an AI agent with an access token can read revenue totals, revenue over time, the attribution report and the refunds list. The revenue reference lists these operations. No operation records an order: a token cannot add revenue to a site.

Next: Connect Shopify, Conversion goals, Campaigns and UTM tags