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See which ads, tagged links, campaigns and sites bring your orders and new customers.
Sales by source tells you where your orders came from. Every received order appears in exactly one row.
Open Reports › Trends › Sales by source.
For website orders, the checkout records the last thing that brought the shopper: UTM tags on the link, else an ad click, else the site they came from. It is recorded only with the shopper's consent, and no ad pixel is needed.
App, point-of-sale, WhatsApp and staff-created orders have no web source, so they are shown by channel.
To have your own links recognised, add UTM tags to them, for example ?utm_source=newsletter&utm_medium=email&utm_campaign=eid.
The first table and the pie group sources into:
| Group | Typical sources |
|---|---|
| Paid search, Paid social, Other paid ads | Ad clicks from Google, Meta, TikTok or Snapchat, and links tagged with a paid medium such as cpc |
| Organic search | Search engines such as Google or Bing |
| Social | Facebook, Instagram, TikTok, YouTube, X and similar sites |
Links tagged with a medium such as email or newsletter | |
| SMS & WhatsApp | WhatsApp links, and links tagged sms, whatsapp or push |
| Affiliates & influencers | Links tagged affiliate, influencer or partner |
| QR codes & print | Links tagged qr, print, flyer or offline |
| Referral | Any other site that linked to you |
| Other campaigns | Tagged links that fit no other group |
| Direct | No tag, no ad click and no referring site |
| Website (source not recorded) | Website orders without a recorded source, for example when the shopper did not consent |
| Android app, iOS app, In store (POS), WhatsApp, Manual (staff) and other channels | Orders that did not come through the website, under their channel |
After Channel groups come three more tables: Source / medium, Campaigns (utm_campaign) and Landing pages. Each of these three lists its top 25 rows by sales. All four are in the CSV.
| Column | Meaning |
|---|---|
| Orders | Orders received |
| Completed | Delivered orders |
| Sales, Avg order | Total and average of delivered orders |
| New customers | Customers placing their first ever order with you |
| Returning | Orders from customers who had ordered before |
| Guest orders | Orders placed by guest-checkout customers |
| Share of orders, Share of sales | The row's part of the totals |
A guest who orders again with the same phone number counts as returning. A walk-in sale at the till is neither new nor returning.
| Tile | Meaning |
|---|---|
| Top source | The source / medium with the most sales |
| Orders with a known source | Share of orders with a recorded web source |
| Sales from paid ads | Share of sales from the three paid groups |
| New customers | New customers across all groups |