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The Attribution report shows where your orders come from. It’s fed by the checkout “how did you hear about us?” question and by UTM tracking, so it covers both what customers tell you and what the link they arrived on tells you.

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Metrics

  • Tracked visits
  • Attributed orders and revenue
  • Attribution rate
  • UTM source, medium and campaign breakdowns
The attribution rate is the share of orders that carry attribution data. Not every order will — a customer can arrive without a UTM-tagged link and skip the checkout question — so read the attributed figures alongside the rate.

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UTM breakdowns

Orders are broken down by UTM source, medium and campaign, which is how you tell one marketing campaign’s contribution from another’s.
UTM tracking is handled by the Marzipan web components. See Web components customisation for how it’s set up.
Attribution data also appears on individual orders, in the attribution panel on the order details screen.