> ## Documentation Index
> Fetch the complete documentation index at: https://docs.marzipan.co/llms.txt
> Use this file to discover all available pages before exploring further.

# Attribution

> See where your orders come from, with UTM source, medium and campaign breakdowns.

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.

## 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.

## 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.

<Note>
  UTM tracking is handled by the Marzipan web components. See [Web components customisation](/web-components/customisation) for how it's set up.
</Note>

Attribution data also appears on individual orders, in the attribution panel on the [order details](/orders/details) screen.