Revenue

Video guide

What the Revenue page showsLink copied

The page has a row of headline cards, a set of attribution and audience controls, a breakdown table you can drill from channel all the way down to the exact ad, and a duration block that shows how long buyers take to convert. Everything respects the date range at the top.

The top cardsLink copied

• Total Revenue - all purchase value attributed to this period.
• Purchases - how many purchases happened.
• AOV - average order value (Total Revenue divided by Purchases).
• LTV - average lifetime value per buyer, so you can compare what a customer is worth against what you pay to acquire one.

Attribution and audience controlsLink copied

These controls decide how the numbers below are calculated. Change one and the whole table recomputes.

• Attribution - which touch gets the credit for a conversion: First-touch (the source that first brought the visitor in), Last-touch (the most recent source before the purchase), or a linear split. This is how you settle "which channel gets the sale."
• Audience - whether to count New + Returning, only new, or only returning buyers.
• Conversion events - which events count as a conversion here. Lead and Purchase are added by default; use + Add event to score on any other event you send.
• Columns - choose which metric columns the table shows.

The breakdown tableLink copied

This is the heart of the page. The tabs across the top - Source, Medium, Campaign, Content, Term - group the rows by the matching UTM dimension. Each row carries the full funnel:

• Visits and Unique - traffic volume.
• Lead and Purchase - conversions of each type.
• Revenue - sales attributed to that row.
• Spend - ad spend we pulled from the connected ad platforms (Facebook, Google).
• ROAS - revenue divided by spend. Green is profitable, red is below breakeven.
• Profit - revenue minus spend.

Expand a row with the chevron to drill down a level at a time - source -> medium (paid or organic) -> campaign -> ad set -> ad - so you can see the exact ad that made or lost money, not just the channel total. Paid rows are labelled by level with a small CAMPAIGN, AD SET, or AD tag (Google and TikTok read AD GROUP instead of AD SET) so you always know how deep you are. Traffic with no campaign tags rolls up into (Direct) (no tags and no referrer) and (Untagged) (a referrer but missing UTM tags), so nothing goes uncounted. Green rows are winning, red rows are bleeding spend. Use Search to find a source, the row count to see how many groups matched, and Export CSV to pull whatever is on screen. The Total row at the bottom sums everything in view.

Average first-conversion durationLink copied

Below the breakdown table is the duration block: it tells you how long it typically takes for someone to convert after they first find you, so you can see which channels close fast and which run a long sales cycle.

Read the median as the headline number and the lighter avg beneath it as the average. The median is the outlier-safe one to trust, since a single buyer who took months to convert can drag the average up without moving the median. Each buyer contributes exactly one data point: the time from their first tracked visit (their first click) to their first conversion of the selected type. A customer who buys again next month is still one point, measured to that first purchase, so this is your true first-conversion cycle, not a repeat-purchase gap.

Some conversions never had a preceding click - imported, server-side, or webhook events whose first tracked event is the conversion. Those are excluded from the duration math, which is why a row can show sales but a - in the duration column. Durations under a minute display as <1m.

The segmented toggle at the top switches the conversion type: Purchase, Lead, or Book a Call. "Book a Call" counts the standard Schedule event plus any custom event you have mapped to Schedule (Calendly, GHL, webhooks). The count column relabels itself to match - Total Sales, Total Leads, or Total Booked Calls.

The Platforms, Campaigns, Ad Sets, and Ads tabs choose how the rows are grouped. On Platforms each ad platform splits into paid and organic rows - Facebook Ads versus Facebook Organic, and the same for Google and TikTok. Everything you bought through Google Ads sits under the Google Ads row and breaks out by campaign, ad set, and ad in the deeper tabs; the standalone YouTube row is organic YouTube traffic, not Google Ads video.

Each row carries four columns: Name, Total {Sales / Leads / Booked Calls}, Median Duration (bold median plus avg beneath), and ROAS (green at 1x or above, red below, - where there is no spend to compare against). A thin magnitude bar sits under each number, scaled to that column's own largest value - count bars are blue, duration bars orange, and ROAS bars green or red - so you can eyeball the leaders down a column at a glance. Vertical separators divide the columns, and the bar-less Total row at the bottom rolls up everything in view. A - anywhere means there are no attributable conversions at that level (organic platforms have no ad set or ad rows).

The block honors the same date range, attribution (first, last, or any touch), audience (new, returning, or both), and traffic (all, paid, or organic) controls as the breakdown table above, so changing a control recomputes the durations the same way it recomputes the table.

BuyersLink copied

Below the breakdown is the per-buyer table - one row per customer who purchased:

• Buyer - the customer's email, or an anonymous id if we never captured one.
• First touch and Last touch - the source that first and last brought them in.
• Sessions - how many visits they took before buying.
• Revenue - how much they have spent in total.
• Days first to purchase - how long from their first visit to their purchase, which tells you how long your sales cycle really is.

Use the Prev and Next controls to page through the full list.