Revenue Attribution to Goals

Pro Plan

Revenue attribution connects your marketing efforts to actual revenue. See which channels, campaigns, and content generate real business value.

Setting Up Revenue Tracking

Goal Value Configuration

When you create or edit a goal (open your website's dashboard, then the Goals section), turn on Track value to record revenue against each completion. You can then set a default value, or pass the real amount from your code.

Fixed value:

Set a default value on the goal — useful when every completion is worth roughly the same (for example, a flat-rate purchase). Every completion is recorded at that amount unless your code passes a different one.

Dynamic value:

// Pass the actual order value with the goal completion
zenovay('goal', 'purchase', {
  value: orderTotal // Actual order amount
});

A value passed from code always overrides the goal's default value.

Best Practice: Dynamic Values

For e-commerce, pass the real order total so revenue figures match your store:

function onPurchaseComplete(order) {
  zenovay('goal', 'purchase', {
    value: order.total,
    currency: 'USD'
  });
}

Revenue Attribution Report

Accessing the Report

Open your website's dashboard and select the Revenue tab. The Revenue tab shows your overall revenue, a revenue-by-source breakdown, and a channel Attribution view with a model selector.

What You'll See

Revenue is broken down by the traffic source and campaign that brought the visitor in:

Source	Revenue	Conversions	Avg Value
Google	$45,000	300	$150
Organic	$38,000	280	$136
Email	$25,000	150	$167
Facebook	$18,000	120	$150
Direct	$52,000	400	$130

Key Metrics

Metric	Description
Revenue	Total attributed revenue
Conversions	Number of completions credited to the source
Avg Value	Revenue per conversion

Attribution Models for Revenue

The Revenue → Attribution view lets you switch attribution models to see how credit shifts across the channels in a visitor's journey.

Model Comparison

Same purchase, different attribution:

Model	Google	Email	Direct
Last Touch	$0	$0	$150
First Touch	$150	$0	$0
Linear	$50	$50	$50
Time-Decay	$25	$45	$80

Zenovay offers five models: Last Touch (default), First Touch, Linear, Position-Based, and Time-Decay.

Choosing Your Model

Business Type	Recommended
Quick purchase	Last Touch
Considered purchase	Linear or Position-Based
Long sales cycle	Time-Decay
Brand focus	First Touch

For a fuller explanation of each model, see Goal attribution.

Channel Revenue Analysis

By Marketing Channel

The revenue-by-source breakdown groups your attributed revenue by channel so you can see where business actually comes from:

Channel	Revenue	Conversions	% of Total
Paid Search	$45,000	300	25%
Paid Social	$18,000	120	10%
Email	$25,000	150	14%
Organic	$38,000	280	21%
Direct	$52,000	400	29%

Channel Insights

From data like this you can spot patterns such as:

• Channels that punch above their visitor volume → worth investing more
• Channels with low conversion rates → optimize or reduce
• Organic contributing significantly → invest in SEO

Trend Analysis

The Revenue tab plots daily revenue over time, so you can watch:

• Seasonal patterns
• Campaign impacts
• Growth trajectories

Campaign Revenue

Campaign Performance

Revenue is also broken down by UTM campaign, so tagged campaigns roll up into their own rows:

Campaign	Revenue	Conversions	Avg Value
Spring Sale	$18,000	120	$150
Product Launch	$12,000	80	$150
Retargeting	$22,000	140	$157
Brand Awareness	$3,000	20	$150

Make sure your campaign links carry utm_campaign so they show up here. Untagged traffic falls under its referrer or Direct.

Campaign Optimization

Use the breakdown to decide where to lean in:

• Scale campaigns that generate the most revenue per visitor
• Revisit campaigns that drive traffic but little revenue
• Compare campaigns against your own spend numbers to judge return

Content Revenue

Pair the Revenue tab with the Pages report in your analytics to see which content drives conversions. High-intent pages — product comparisons, pricing pages, case studies — tend to assist revenue even when the purchase happens later in the journey.

To attribute revenue to specific content reliably, switch the attribution model (above) so first-touch and assisting touchpoints get credit, not just the final page before checkout.

ROI Calculation

Zenovay supplies the revenue half of the equation. To calculate return, combine attributed revenue with the spend numbers from your ad platforms:

ROI = (Revenue - Cost) / Cost × 100

Example (Paid Search):
Attributed revenue (from Zenovay): $45,000
Ad spend (from your ad platform): $10,000
ROI: ($45,000 - $10,000) / $10,000 × 100 = 350%

Because Zenovay doesn't import ad spend, these cost figures come from you — not from the dashboard.

Reporting & Sharing

Revenue Dashboard

The Revenue tab gives you, at a glance:

• Revenue by source
• Revenue by campaign
• Daily revenue trend
• Top customers by revenue

Sharing With Stakeholders

You can share a read-only view of a dashboard (including the Revenue tab when enabled) via a public share link. Open the dashboard, use Share, and toggle on the tabs you want recipients to see.

Scheduled Reports

Scale Plan

On Scale and above, you can schedule recurring report emails and export revenue data. See Revenue export for the details.

Best Practices

Track Actual Values

Pass real revenue rather than averages where you can:

• Include the amounts the customer actually paid
• Account for refunds when you reconcile

Multi-Touch Awareness

Don't over-credit a single touchpoint:

• View more than one attribution model
• Understand the role of assisting channels
• Balance credit across the journey

Regular Review

Frequency	Action
Weekly	Quick performance check
Monthly	Revenue and source deep dive
Quarterly	Strategic reallocation

Troubleshooting

Revenue Not Tracking

If revenue shows $0:

• Check that Track value is enabled on the goal
• Verify your code passes a value (or that the goal has a default value)
• For payment-provider revenue, confirm the integration under Settings → Revenue is connected and verified

Misattributed Revenue

If attribution looks wrong:

• Check your UTM parameters are set correctly
• Try a different attribution model
• Review the visitor's journey in the dashboard

Discrepancy With Finance

If numbers don't match your books:

• Account for refunds
• Check time zone differences
• Compare the same date ranges
• Include or exclude tax consistently

Next Steps

• Traffic source analysis
• Revenue tracking setup
• B2B revenue intelligence