Revenue

Video guide

What the Revenue page shows

The page has a row of headline cards, a set of attribution and audience controls, and a breakdown table you can drill from channel all the way down to the exact ad. Everything respects the date range at the top.

The top cards

• 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 controls

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 table

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.

Buyers

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.