Revenue by Traffic Source

Pro Plan

The Revenue tab shows which traffic sources actually generate revenue, so you can decide where your marketing effort is paying off.

Finding the report

1. 1

   Open your website's dashboard

   Go to Domains, then select the website you want to look at.

2. 2

   Open the Revenue tab

   In the sidebar, under Revenue, select the Revenue tab (or open /domains/{id}?tab=revenue directly).

The tab brings together a few views on one page:

• A revenue-over-time chart with a period selector (7d, 30d, 90d, 1y, depending on your plan's viewing window).
• Revenue and conversion summary cards for the selected period.
• The Revenue by source breakdown table.
• Attribution analysis, where you can switch between attribution models.

Revenue by source table

The breakdown table lists each traffic source with these columns:

Column	Description
Source	The traffic source (organic search, direct, referral, a specific domain, etc.)
Visitors	Visitors attributed to that source in the period
Transactions	Number of completed purchases
Revenue	Total revenue from the source
Conversion	Share of visitors who converted
Revenue per Visitor	Revenue divided by visitors
AOV	Average order value (revenue divided by transactions)

Click any column header to sort by it. Sources with no revenue in the period are left out.

Reading the channels

Organic search

Free traffic from search engines:

• No direct media cost
• Usually the highest-volume channel for content-led sites
• Rewards ongoing SEO and content work

Paid search

Google Ads, Microsoft Ads, and similar:

• Easy to scale up or down
• Worth comparing revenue per visitor against the bid cost you pay elsewhere

Email

Newsletters and campaigns:

• Typically low cost relative to the revenue it drives
• Reaches an audience that already knows you

Social

Organic and paid social:

• Often more of an assist than a direct closer
• Good for brand awareness; compare platforms against each other

Direct

No referrer information. This bucket covers bookmarks, typed URLs, and some traffic where the referrer was stripped, so treat it as a rough brand-strength signal rather than a precise channel.

Referral

Links from other sites. Useful for seeing which partnerships and backlinks send paying visitors.

Attribution models

The Attribution analysis section lets you re-credit the same revenue under different models. Switching models changes how much each channel gets credited for a conversion that touched several sources along the way.

Model	How it credits
Last touch	100% to the final source before the conversion
First touch	100% to the source that first brought the visitor in
Linear	Split evenly across every source in the path
Position-based	Weighted toward the first and last touch
Time decay	More credit to sources closer to the conversion

Last touch is the default. Comparing models is the useful part:

• If a channel looks strong under first touch but weak under last touch, it is good at discovery but rarely closes on its own.
• If a channel looks strong only under last touch, it tends to close journeys that other channels started.
• Single-touch models (first/last) are the most reliable; multi-touch models need a meaningful touch history to be accurate.

Using the data

A few practical reads:

What you see	What to consider
High revenue per visitor on a channel	A strong candidate to invest more in
High visitors, low revenue	A conversion problem on that channel, not necessarily a traffic problem
Healthy first-touch but weak last-touch	Keep funding it for discovery, even if it rarely closes

To compare against the cost side (ad spend, ROAS, CPA), you'll need to bring spend figures in from your ad platforms. Zenovay reports the revenue and conversion side; it does not import ad-spend or compute return-on-ad-spend for you.

Best practices

Tag your traffic

• Use UTM parameters consistently so paid and email traffic attribute correctly
• Keep naming conventions standard across campaigns
• Document what each channel definition means for your team

Look past last touch

• Review more than one attribution model before reallocating budget
• A channel that assists conversions can be undervalued by last touch alone

Review on a cadence

Frequency	What to do
Weekly	Scan for sudden drops or spikes by source
Monthly	Compare channel performance and adjust effort
Quarterly	Step back for a strategic review

Next steps

• Revenue tracking
• Goal attribution
• B2B company identification