Sales and orders by UTM campaign, source, and medium, first-touch and last-touch, from Shopify's own customer journey data, in a live spreadsheet. Plus days to conversion and what share of resolved orders has attribution data.
Mixtable's analytical worksheets filter your sales metrics by the customer journey Shopify recorded on each order, so campaign questions get answered with revenue, not clicks.
Net sales, orders, and average order value filtered by UTM campaign, source, medium, content, or term.
Every journey filter comes in a first-touch and a last-touch version, so you can compare who starts journeys with who closes them.
Filter sales by the first or last landing page and referrer URL, and see which entry points turn into orders.
Average and median days from first visit to purchase, so you know how long your funnel really is.
Orders with and without attribution and a coverage rate metric show what share of resolved orders has journey data.
One row per campaign or source, built with filters you can inspect, plus your own formula columns for cost and ROAS.
Ad platforms report the clicks they sold you. Your store knows what actually got bought. Mixtable filters Shopify sales metrics by UTM campaign, so each campaign becomes a row with net sales, orders, and average order value against it.
Whoever gets credit depends on where you look. First-touch filters credit the channel that started the journey, last-touch filters credit the one that closed it. Mixtable gives you both for every journey field, in the same worksheet, so the argument gets settled with numbers.
Two numbers keep attribution analysis honest: how long the journey takes, and how many resolved orders have journey data at all. Days to conversion answers the first, attribution coverage answers the second, and both are plain metrics in Mixtable.
Campaigns get the budget, but pages do the converting. Filtering sales by first or last landing page and referrer URL shows which blog posts, collection pages, and outside links actually lead to orders, not just traffic.
Analytical worksheets cover supported metric and filter combinations. These are the core fields for attribution analysis.
Every tool sees a different slice of the journey. Here is how the options compare when the question is which marketing drives revenue.
| Analysis task | Mixtable | Shopify reports | Web analytics tools | Exporting to Excel |
|---|---|---|---|---|
| Revenue by UTM campaign from store data | Yes, in a live sheet | Yes, fixed reports | Modeled, not store truth | Manual UTM parsing |
| First-touch and last-touch side by side | Yes, same sheet | Model picker | Yes, after setup | No |
| Attribution coverage made explicit | Yes, a metric | No | No | No |
| Days to conversion | Yes, average and median | Limited | Yes | No |
| Add spend and compute ROAS your way | Yes, formula columns | No | Per-platform setup | Yes, manually |
| Tracks on-site behavior and sessions | No, order journeys only | Sessions and conversion | Yes, their core job | No |
| Setup time | Minutes | None | Tagging and config | Every single time |
Comparison reflects typical attribution workflows. Attribution data comes from the customer journey Shopify records on orders; coverage varies by store.
No pixels to place, no tagging project. The journey data is already on your orders.
Install the Mixtable Analytics Spreadsheet from the Shopify App Store and open a spreadsheet.
Add the attribution coverage metric first, so you know what share of resolved orders has journey data.
Create metrics filtered by UTM campaign, source, or medium, one row or column per campaign.
Use first-touch filters, last-touch filters, or both side by side.
Paste in campaign spend, compute ROAS with a formula, and export to Excel or CSV to share.
Install the Mixtable Analytics Spreadsheet from the Shopify App Store and create analytics metrics filtered by UTM campaign. Each campaign becomes a row or column with net sales, orders, and average order value computed from your store's own order data.
From Shopify itself. Shopify records the customer journey on orders, including sources, landing pages, referrers, and UTM parameters for the first and last visit. Mixtable syncs that data and lets you filter sales metrics by it.
No. Mixtable uses the journey data Shopify already attached to your orders, so there is nothing to tag or instrument. It also means coverage depends on what Shopify captured, which is exactly what the coverage rate metric measures.
First touch credits the source of the customer's first recorded visit, last touch credits the visit that led to the purchase. Mixtable offers every journey filter in both versions, so you can compare the two models in one worksheet.
Yes. Average and median days to conversion measure the time from first recorded visit to purchase, store-wide or filtered, so you can size your funnel and pick sensible campaign windows.
No, and Mixtable is explicit about it. Orders with attribution, orders without, and the coverage rate are metrics, so you know what share of resolved orders has journey data before you draw conclusions.
Yes, with your own spend numbers. Add a spend column next to campaign revenue and write the division formula. Mixtable does not pull cost data from ad platforms, so spend is whatever you paste or type in.
No. Web analytics tools track sessions and on-site behavior; ad managers report platform-side metrics. Mixtable answers a narrower question well: what your store's own order data says each campaign and source was worth.
Open Mixtable for your store and see what each campaign was actually worth.
