Data as of Jul 13, 5:00 PM ET
Go to
OverviewWebsiteKlaviyoTraffic & SearchFacebook AdsGoogleShippingAttributionData & AIDUDemo Userdemo@demostore.example
Settings & notificationsHelp & docsAlmost nobody buys on the first visit. A typical sale looks like: someone sees a Facebook ad, later searches for us, then a week on clicks an email and buys. So which channel earned it? There is no single right answer, so we show three fair ways to split the credit (the buttons above). A channel you can trust looks good no matter which rule you pick. The revenue split comes from Google Analytics (which channel drove each purchase); the ROAS uses your real ad spend.
The last click gives 100% of the credit to the last non-direct channel before the purchase. If someone just typed our address, we credit the click before it. This is GA4's default and a good baseline.
What it argues for: This rule rewards closing, the channels people come back through to buy.
Under this closing lens, the channels people return through to buy look strongest. Do not cut the openers just because they score low here, check first-touch too.
Full purchase journeys (the real sequence of touches per buyer) come from our own first-party tracking, which only started recently. Once enough orders have a complete tracked path, this section fills in with measured sequences, coverage-labeled, no guesswork. The channel split above does not need it, it uses Google Analytics.
The header and the channel split are live and reconcile to WooCommerce. Facebook spend appears once the Meta ad account is connected (until then its spend reads $0 and MER is understated because its cost is missing). Trade-show and wholesale sales are not connected yet, so they are left out entirely, not estimated.