Attribution Dashboard

Introduction

The Attribution Dashboard helps you understand which marketing channels drive your revenue. By tracking UTM parameters and referral sources, you can see exactly where your customers come from and how much revenue each source generates.

Accessing the Dashboard

  1. Log into your Shopify Admin
  2. Open TrackShift from your apps
  3. Click Attribution in the navigation menu

Note: Attribution is a Pro feature. Free and Basic plans will see an upgrade prompt.

Dashboard Components

Revenue Overview Cards

At the top of the dashboard, you’ll see summary cards:

Card Description
Total Revenue Sum of all attributed orders in the selected period
Total Orders Number of orders with attribution data
Average Order Value Total revenue divided by total orders
Top Source Your highest revenue-generating traffic source

Date Range Selector

Choose your reporting period:

  • Last 7 days
  • Last 30 days
  • Last 90 days
  • Custom date range

Click Apply after selecting your dates to refresh the data.

Revenue by Source Chart

A bar chart showing revenue breakdown by traffic source:

  • google – Organic and paid Google traffic
  • facebook – Meta/Facebook/Instagram traffic
  • tiktok – TikTok traffic
  • email – Email marketing campaigns
  • direct – Direct visits (no referrer)
  • other – All other sources

Hover over any bar to see the exact revenue amount.

Revenue by Medium Chart

See how different traffic types perform:

Medium Description
organic Unpaid search traffic
cpc / paid Pay-per-click advertising
social Social media (organic)
email Email campaigns
referral Links from other websites
(none) Direct traffic

Revenue by Campaign Table

Detailed breakdown of individual campaigns:

Column Description
Campaign The utm_campaign value
Source The utm_source value
Medium The utm_medium value
Orders Number of orders
Revenue Total revenue
AOV Average order value
% of Total Percentage of total revenue

Click any column header to sort the table.

Time-Series Revenue Chart

A line chart showing revenue trends over time:

  • X-axis: Dates in your selected range
  • Y-axis: Revenue amount
  • Line color indicates overall trend

Use this to identify:

  • Peak revenue days
  • Campaign launch effects
  • Seasonal patterns
  • Week-over-week trends

Orders Table

Paginated list of individual orders with attribution:

Column Description
Order # Shopify order number (clickable link)
Date Order date and time
Revenue Order total in presentment currency
Source Traffic source (utm_source)
Medium Traffic medium (utm_medium)
Campaign Campaign name (utm_campaign)
Landing Page First page the customer visited

Pagination: Shows 25 orders per page. Use Previous/Next buttons to navigate.

Understanding Attribution Data

How We Capture Attribution

When a customer visits your store:

  1. TrackShift captures URL parameters from their landing page
  2. Parameters stored: utm_source, utm_medium, utm_campaign, utm_content, utm_term
  3. Click IDs captured: gclid, fbclid, ttclid, etc.
  4. When they purchase, we link the order to their landing page data

Attribution Window

TrackShift uses a 30-day last-touch attribution model:

  • The last marketing touchpoint before purchase gets credit
  • Attribution data expires after 30 days of inactivity

Missing Attribution Data

Orders may show “(direct)” or “(none)” when:

  • Customer came directly to your store
  • UTM parameters weren’t in the URL
  • Customer used a different device to purchase
  • Customer cleared cookies before purchasing

Filtering and Searching

Filter by Source

Click the Source dropdown to filter by specific traffic sources.

Filter by Medium

Click the Medium dropdown to filter by traffic type.

Search Campaigns

Use the search box to find specific campaigns by name.

Best Practices

UTM Parameter Consistency

Use consistent naming conventions:

Good:

?utm_source=facebook&utm_medium=paid&utm_campaign=summer_sale_2026

Bad:

?utm_source=Facebook&utm_medium=cpc&utm_campaign=Summer Sale!

Recommendations:

  • Always lowercase
  • Use underscores instead of spaces
  • Be descriptive but concise
  • Document your naming conventions

Comparing with Ad Platforms

Attribution data may differ from ad platform reports because:

TrackShift Ad Platforms
Last-touch attribution Various models
30-day window Platform-specific
Actual Shopify orders Modeled conversions
Single-device tracking Cross-device tracking

Use TrackShift as your source of truth for actual revenue.

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Last updated: January 16, 2026