Products

Video guide

What the Products page is

Products turns your Purchase and View Product events into a single ranked table: one row per product, sorted by units sold, with the totals for the whole period pinned across the top. It answers the questions you actually care about - which products bring in the money, which get looked at but not bought, and which convert best - without exporting anything to a spreadsheet.

A product appears here as soon as it shows up in your event data. Identity uses product_id when your tracker sends it and falls back to product_name, so name your products consistently and they stay merged across views and purchases.

Attribution and Audience

Two dropdowns above the totals rescope the entire page at once - the totals, the table, and every source drill-down under it.

• Attribution decides which touch gets the credit for a sale. First-touch credits the source that first brought the buyer in, Last-touch credits the source of the visit where they bought, and Any-touch credits every source the buyer passed through. Switching this changes which campaigns and ads a product's sales are assigned to.
• Audience filters by buyer type: New + Returning (everyone), New (first-time buyers only), or Returning (people who had bought before).

Set these once and read the whole page through that lens.

The four totals

The cards across the top are the period totals, scoped to your date range and any active filter.

• Total revenue - the sum of the value on every Purchase event that carries a product, in the selected period.
• Total units sold - the number of Purchase events for any product. Each Purchase event counts as one unit.
• Total product views - the number of View Product events for any product.
• Total site visits - the distinct people who visited your site in the period. This is the denominator for the "Conv. (site to buy)" column.

The table columns

Each row is one product. Every column is sortable, so click a header to rank by it.

• Views - how many times this product was viewed (its View Product event fired).
• Units sold - how many times it was purchased. Each Purchase event is one unit.
• Revenue - total revenue from this product in the period (the sum of value on each of its Purchase events).
• Contribution % - this product's share of total product revenue. The whole column adds up to 100%, so you can see at a glance which few products carry the store.
• Conv. (view to buy) - of the people who viewed this product, the share who went on to buy it. This is measured per person across all their devices, so someone who views on mobile and buys on desktop still counts as one converted viewer. A dash means the product had no views to convert.
• Conv. (site to buy) - of everyone who visited your site in the period, the share who bought this product. The numbers are small because the denominator is your whole audience, not just the people who saw the product. It tells you how much of your total traffic a single product manages to convert.

The Total row at the bottom sums the period: total revenue, total units, 100% contribution, and the blended conversion rates across all products.

Drill into the sources behind a product

Every product row has an arrow on its left. Click it and the row opens into a source drill-down: a tree that breaks that single product's sales down by where they came from, so you can see not just that a product sells, but which traffic actually drives it.

The tree has just two columns - Sales (how many units that node sold) and Revenue (how much it brought in) - and you expand it one level at a time:

• Source - the top level, like facebook, google, or (Direct) for visitors who arrived with no tags and no referrer (typed the URL, a bookmark, or a link that stripped its referrer).
• Medium - paid versus organic traffic under that source.
• Campaign - your CAMPAIGN-tagged campaigns under that medium.
• Ad set - the AD SET (Facebook) or AD GROUP (Google and TikTok) inside a campaign.
• Ad - the individual AD that closed the sale.

Open only the branches you care about. The numbers always roll up, so a campaign's sales equal the sum of its ad sets, and a source's sales equal the sum of its campaigns plus any direct or untagged sales. Because the drill-down obeys the Attribution and Audience dropdowns, switching to Last-touch or to New buyers re-credits and re-counts the whole tree.

This is what turns Products from a leaderboard into an action list: when one product carries the store, the drill-down tells you the exact campaign, ad set, and ad to scale.

Reading it

The two conversion columns answer different questions, and the gap between them is the point.

• A high view-to-buy with a low site-to-buy means the product closes well once people find it, but not many visitors reach it. The fix is traffic and merchandising - get more eyes on the page.
• A low view-to-buy means people look and walk away. The fix is the offer or the page itself - price, copy, proof.
• Contribution % tells you where to spend that effort. Improving the conversion of a product that is 12% of revenue moves the business; perfecting one that is 0.3% does not.

To dig into the orders behind these numbers, see Revenue. To follow how visitors reach a product before buying, see Journeys.