Order attribution
The Order attribution module attributes real e-commerce orders and revenue to the AI search channel — showing how much of your business AI visibility actually drives.
What it's for
- Connects orders (order sync) with signals that a customer came from AI.
- Reports 3 levels of proof: hard / self-reported / probable — never summing them.
- Computes the AI channel's ROI (ROI tab + dashboard widget + a section in PDF reports).
- Shows revenue per SKU / category (linked to the product module).
Availability
Attribution is available in the Commerce, Commerce Pro, Enterprise and Agency packages (not in Brand). The monthly order limit depends on your package — see Limits.
The 3 levels of proof
| Level | What it means | Example signal |
|---|---|---|
| Hard | A technical trace of an AI-sourced visit | referrer / parameter from an AI platform, pixel session stitching |
| Self-reported | The customer named the source | "how did you hear about us" survey at checkout |
| Probable | Inferred from the journey | a session pattern consistent with AI discovery |
Levels are never summed — we show them separately so as not to overstate the channel's impact. Details in the glossary.
How to start
You need two things:
- The attribution pixel on your store (to detect visits and stitch sessions to orders).
- An order source — API, CSV import, or a store adapter.
Step by step
- Enable the attribution pixel — place the script on your store (you'll find the snippet in the attribution / API keys section). The page audit flags a missing pixel.
- Connect order sync (store adapter, CSV import, or programmatically via the
/v1/attributionAPI). - (optional) Enable the "how did you hear about us" survey — it feeds the self-reported level.
- Open Attribution → tabs: overview, ROI, revenue per SKU / category.
- Manufacturers / hybrids: the "Where to buy" tab (outbound) and CRM as "B2B sales (sell-in)".
FAQ
Why don't I see one combined "AI revenue" number? Because the three levels of proof carry different certainty. Summing hard with probable would inflate the result — so we show them separately.
Do I need the pixel if I sync orders? The pixel increases hard-level coverage and enables session-to-order stitching. Without it, the self-reported and probable levels still work.
How long do you keep raw attribution data? Raw events are retained for 365 days; independently we keep a durable daily rollup per source.
How is this different from CRM? Attribution is about e-commerce orders. CRM handles B2B sales (sell-in) for manufacturers and hybrids — a separate view, not the same counter.