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The Attribution board shows the orders and revenue each traffic source drove, next to what you spent on it. Open Attribution from the sidebar.
This page covers using the board. For how Upstack finds touchpoints and credits each order, see How attribution works.

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Pick a model and window

Two dropdowns at the top of the board decide how orders are credited. The board shows one model at a time. To compare models, switch the dropdown and watch how a source’s numbers move. Any click credits every source the customer clicked, so don’t add its rows together. One order, three models walks through the same order under each model.

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Drill from source to ad

The table has four tabs: Source, Campaign, Adset, and Ad. Click a value in the table to filter by it and move to the next tab. Click a source to see its campaigns, a campaign to see its ad sets, and an ad set to see its ads. The Campaign, Adset, and Ad tabs group by the utm_campaign, utm_term, and utm_content values on each visit. Ads without these tags show up as (not set), so set up UTM parameters on every ad. Each filter you add appears as a chip above the table. Remove one chip to widen the view, or click Clear all. To download only some rows, tick them and click Export selected.

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Count events instead of orders

By default the board credits your Shopify orders. To credit a tracked event such as lead instead, open the options menu (the sliders icon) and set Source to Tracked Events, then pick the event. The table switches to conversion columns. Attribution window explains how this changes where the window starts.

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Change columns and options

Customize table picks which columns show and in what order. The default order columns cover orders, revenue, new customers, channel spend, CPA, and ROAS. The options menu also has:
  • Export CSV downloads the table as a CSV file.
  • Include current period decides whether preset date ranges include today.
  • Refunds books refunds on the Refund date (matches Shopify) or the Original order date. It starts on your account default.
Compare is turned off on this board, so you can’t compare two date ranges here.

How attribution works

Touchpoints, source detection, the three models, and the attribution window.

Set up UTM parameters

Tag ad URLs so visits land in the right source, campaign, ad set, and ad.

Query guide

Build custom queries for more detailed attribution analysis.

upstack query-attribution

Run the same attribution query from the command line.