Measurement

Read attribution alongside your order book

Use campaign reports to ask better questions about sales, cancellations, and returns.

Start with consistent campaign names

Use a clear naming convention for campaign links. Keep source, medium, and campaign labels consistent so the same campaign does not appear as several unrelated entries in a report.

Keep sales and delivery outcomes separate

A placed order, a paid order, and a delivered COD order describe different stages. Decide which stage your team is reviewing before comparing campaign totals with your store reports.

Investigate differences

When an advertising report and the order book disagree, compare date ranges and order status first. Review the individual orders and campaign information available in the store. Treat attribution as one input to a decision, alongside returns, costs, and collected revenue.

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Measurement

Read attribution alongside your order book

Use campaign reports to ask better questions about sales, cancellations, and returns.

Start with consistent campaign names

Use a clear naming convention for campaign links. Keep source, medium, and campaign labels consistent so the same campaign does not appear as several unrelated entries in a report.

Keep sales and delivery outcomes separate

A placed order, a paid order, and a delivered COD order describe different stages. Decide which stage your team is reviewing before comparing campaign totals with your store reports.

Investigate differences

When an advertising report and the order book disagree, compare date ranges and order status first. Review the individual orders and campaign information available in the store. Treat attribution as one input to a decision, alongside returns, costs, and collected revenue.