Attribution analytics

Ecommerce marketing attribution that ranks campaign ROI by revenue

WISEPIM connects Google Analytics to your sales data and maps every euro of revenue to the source, medium or campaign that drove it, so you know exactly where to spend next and where to stop.

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Why it matters

Why 'last click' leaves half your marketing budget unaccounted for

Most ecommerce platforms attribute revenue to the last click, whoever gets credit for the final touch point before checkout. That means your organic search, email nurture sequences and referral partners go uncredited, and your paid ads look better than they are. Budget flows to the squeaky wheel, not the real driver.

WISEPIM pulls session and revenue data from Google Analytics and presents it by source, medium and campaign in a single attribution view. Direct, organic, referral and paid sit side by side so you can compare the economics of every channel at a glance, without exporting to a spreadsheet.

Campaign-level detail lets you go further: see which specific campaigns, ad groups or UTM parameters are generating revenue versus just traffic, and filter out the campaigns burning budget on sessions that never convert.

How it works

How to set up marketing attribution in WISEPIM

From GA4 connection to a ranked campaign ROI list in four steps.

1

Connect Google Analytics

Link your GA4 property in WISEPIM settings. Session, source, medium and campaign data flows in automatically alongside your sales data.

2

Read the source breakdown

See total revenue attributed to each traffic source, direct, organic search, paid search, social, email, referral and more, for any date range.

3

Drill into campaign performance

Open the campaign performance table to compare attributed revenue, sessions and conversion rate by UTM campaign. Sort by revenue to find your real earners and your budget drains.

4

Export and reallocate

Download the attribution report as CSV and take it into your next media planning or agency review. Use the ranked campaign list to reallocate budget with confidence.

What you'll learn

Questions this report answers

Stop guessing which campaigns are actually driving revenue.

Which traffic source generates the most revenue for my store?

What is the conversion rate and revenue contribution of paid versus organic traffic?

Which specific campaigns have the highest return on ad spend?

How much revenue comes from direct, referral and email channels?

Which UTM campaigns are driving sessions but not converting to sales?

How did my marketing channel mix shift compared to the previous period?

The payoff

Put every marketing euro where it earns

Marketing attribution stops budget flowing to the loudest channel and starts it flowing to the most profitable one.

Clearer

Revenue by source

Map every euro of revenue to the source, medium or campaign that generated it.

Smarter

Ad spend decisions

Reallocate budget away from high-traffic, low-revenue campaigns to the ones that actually convert.

Lower

Wasted ad spend

Identify and cut campaigns burning budget on sessions that never turn into orders.

Frequently asked questions about Marketing attribution

What teams usually want to know before switching this report on.

WISEPIM connects to your Google Analytics 4 property and pulls session, source, medium and campaign dimensions alongside revenue events. The attribution model follows GA4's default, last non-direct click, so the numbers align with what you already see in GA4.

The report covers all GA4 mediums: direct, organic search, paid search, paid social, organic social, email, referral, affiliate and any custom medium you've tagged with UTM parameters.

Yes. The campaign performance table breaks revenue down to the campaign level and supports filtering by source, medium or any UTM dimension. If you use consistent UTM tagging, you can see revenue right down to the ad-group level.

WISEPIM displays attributed revenue per campaign alongside session and conversion data. To calculate true ROI you can add cost data manually or via import, WISEPIM then computes revenue-to-spend ratio and flags campaigns where spend exceeds attributed revenue.

Yes. Select any comparison window, previous period, same period last year or a custom range, and the report shows revenue, sessions and conversion rate changes by source, medium and campaign side by side.

Read the analytics docs

Step-by-step guides, best practices and worked examples for every WISEPIM report.

Step-by-step guidesBest practicesFull reference
Read the Docs

Related analytics insights

Keep exploring the WISEPIM intelligence suite, every report turns raw data into a decision you can act on today.

Traffic & behavior

Sessions, sources, devices and countries straight from Google Analytics.

Channel performance

Revenue, share and AOV compared across every sales channel.

customer-insights

See all analytics insights
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