Orders by Channel

Orders by Channel tells you where your orders are coming from. It is the total number of orders placed by customers attributed by each marketing channel.

Filters you can use on the chart:

• Order Type: New customers, returning customers, or both combined (all)
• Attribution Model
  • Linear: a multi-touch attribution that takes into account all events or touchpoints along the customer journey
  • First Touch: customers' first ever visit to the site
  • Last Touch: the latest visit the customer makes before the purchase
• UTM Source: The utm_source URL parameter of the session if one was defined in the original link. ex. facebook, google
• UTM Campaign: The utm_campign URL parameter of the session if one was defined in the original link. You can have UTM campaigns that run on multiple platforms
• Grouping: Group the data daily, weekly, or monthly

Channel Definitions

• Text Messaging
  • UTM source = 'postscript', 'attentive', ‘smsbump’, ‘yotpo’
  • UTM medium = 'text', ‘text-message’, ‘sms’
• Instagram Paid
  • Shopify source = 'Instagram'
  • referrer contains = 'instagram.com'
  • UTM source = 'instagram', 'Instagram'
  • UTM medium = "paidsocial", "paid-social", "paid_social", "Paid Social", “paid|social”, "cpc", "ppc”, "PaidSocial", "CPC", "cpm", "CPM", "paid"
• Instagram Organic
  • Shopify source = 'Instagram'
  • referrer contains = 'instagram.com'
  • UTM source = 'instagram', 'Instagram'
• Facebook Paid
  • Shopify source = 'Facebook'
  • referrer contains 'facebook.com'
  • UTM source = "facebook", "Facebook"
  • UTM medium = "paidsocial", "paid-social", "paid_social", "Paid Social", “paid|social”, "cpc", "ppc”, "PaidSocial", "CPC", "cpm", "CPM", "paid"
• Facebook Organic
  • Shopify source = 'Facebook'
  • referrer contains 'facebook.com'
  • UTM source = "facebook", "Facebook"
• Pinterest
  • Shopify source = 'Pinterest'
  • referrer contains 'pinterest.com'
  • UTM source = "pinterest", "Pinterest"
• Youtube
  • Shopify source contains 'youtube'
  • referrer contains 'youtube.com'
• Twitter
  • referrer contains "/t.co"
• TikTok Paid
  • Shopify source = 'TikTok'
  • referrer contains = 'tiktok.com'
  • UTM source = "tiktok", "Tiktok", "TikTok"
  • medium = "paidsocial", "paid-social", "paid_social", "Paid Social", “paid|social”, "cpc", "ppc”, "PaidSocial", "CPC", "cpm", "CPM", "paid"
• TikTok Organic
  • source = 'TikTok'
  • source contains = 'tiktok.com'
  • UTM source = "tiktok", "Tiktok", "TikTok"
• Snapchat Paid
  • Shopify source = 'Snapchat'
  • referrer contains = 'snapchat.com'
  • UTM source = "snapchat", "Snapchat"
  • UTM medium = "paidsocial", "paid-social", "paid_social", "Paid Social", “paid|social”, "cpc", "ppc”, "PaidSocial", "CPC", "cpm", "CPM", "paid"
• Snapchat Organic
  • Shopify source = 'Snapchat'
  • referrer contains = 'snapchat.com'
  • UTM source = "snapchat", "Snapchat"
• Referral
  • UTM medium = 'referral'
  • UTM source = 'referral'
• Paid Search
  • UTM source = 'adwords'
  • UTM medium = 'cpc', 'ppc', 'paidsearch', "PaidSearch", "CPC", "PPC"
  • referrer contains "googleadservices"
• Affiliate
  • UTM source = "affiliate", "affiliates", "impact", "shareasale", "pepperjam", "awin"
  • UTM medium = 'affiliate', 'affiliates', 'aff'
• Email
  • Shopify source = 'email'
  • UTM source = 'email'
  • UTM medium contains 'email'
  • Referrer = "com.google.android.gm" (Gmail app on Android)
• Online Advertising
  • UTM medium = 'cpv', 'cpa', 'cpp', 'content-text', 'display', 'cpm', 'banner'
• Organic Search
  • Shopify source = 'Google', 'Bing', 'Yahoo', 'DuckDuckGo'
  • referrer contains 'bing.com'
  • referrer contains 'duckduckgo.com'
  • referrer contains 'search.yahoo.com'
• Shop App
  • referrer contains 'shop.app'
  • referrer contains 'pay.shopify.com'
• Direct
  • Shopify source = 'direct'
• Offline
  • All orders with no web sessions (subscriptions, draft orders, admin, etc.)
• Other / Unknown
  • Everything else we couldn't identify with the rules above