Sales by campaign
Net sales, orders, and average order value filtered by UTM campaign, source, medium, content, or term.
Settle the attribution argument with store data
Open Mixtable for your store and see what each campaign was actually worth.
Use case for Mixtable Analytics Spreadsheet
See which campaigns actually drive Shopify sales
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.
Sales by Campaign - Acme Apparel From Shopify A
B
C
D
1
UTM campaign
Net sales
Orders
AOV
2
summer-sale-26
$24,180
212
$114
3
brand-search
$18,940
131
$145
4
retargeting-may
$9,410
88
$107
5
newsletter-jun
$7,830
64
$122
6
influencer-lena
$4,270
41
$104
7
(no campaign)
$61,120
489
$125
By campaignFirst touchLast touchLanding pages +
- From Shopify journey data
Trusted by thousands of Shopify stores
What you can do
Everything you need for Shopify attribution analysis
Mixtable's reporting worksheets filter your sales metrics by the customer journey Shopify recorded on each order, so campaign questions get answered with revenue, not clicks.
Channel sales by month, ready-made
The Marketing channel net sales by month report gives every last-touch marketing source its own row, with recent months as columns, in one step.
First touch and last touch
Every journey filter comes in a first-touch and a last-touch version, so you can compare who starts journeys with who closes them.
Landing pages and referrers
Filter sales by the first or last landing page and referrer URL, and see which entry points turn into orders.
Days to conversion
Average and median days from first visit to purchase, so you know how long your funnel really is.
Honest coverage numbers
Orders with and without attribution and a coverage rate metric show what share of resolved orders has journey data.
The attribution data you can put in a worksheet
Reporting worksheets cover supported metric and filter combinations. These are the core fields for attribution analysis.
- UTM campaign
- UTM source
- UTM medium
- UTM content
- UTM term
- First-touch source
- Last-touch source
- Landing pages
- Referrer URLs
- Days to conversion
- Coverage rate
- Orders with attribution
In the spreadsheet
See how it looks in the sheet.
Campaign ROAS - Q2 From Shopify A
B
C
D
1
Campaign
Net sales
Spend
ROAS
2
summer-sale-26
$24,180
$5,200
4.7x
3
brand-search
$18,940
$2,100
9.0x
4
retargeting-may
$9,410
$3,800
2.5x
5
prospecting-broad
$3,120
$4,400
0.7x
- Spend and ROAS are your columns
- Sales from your store
Campaign reporting in revenue, not clicks
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.
Guide: Shopify marketing attribution analytics- One row per UTM campaign, with net sales, orders, and AOV
- Filter by UTM source, medium, content, and term too
- Track last-touch channel sales over time with the ready-made Marketing channel net sales by month report
- Add your spend as a column and compute ROAS with a formula
First vs Last Touch - June From Shopify A
B
C
1
Source
First touch
Last touch
2
google
$31,240
$26,180
3
instagram
$18,410
$9,320
4
klaviyo
$6,190
$17,450
5
direct
$8,240
$12,890
6
tiktok
$5,110
$3,350
- Instagram opens, email closes
- Both models, one sheet
First touch and last touch, side by side
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.
Guide: First-touch and last-touch attribution- First and last touch versions of source, source type, and every UTM field
- Put both models in adjacent columns for the same campaign
- See which channels open journeys and which ones close them
- Difference columns are one formula away
Attribution Health - Q2 From Shopify A
B
1
Metric
Value
2
Orders with attribution
3,204
3
Orders without attribution
906
4
Coverage rate
78%
5
Avg days to conversion
4.2
6
Median days to conversion
1.0
- Most buyers convert fast
- Coverage measured, not assumed
Know how long buyers take, and how much you can trust the data
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.
Guide: Measure attribution coverage- Average and median days from first visit to purchase
- Orders with attribution and orders without, as counts
- Attribution coverage rate for any date range
- Coverage varies by store and channel mix, so measure it, do not assume it
Landing Pages - June From Shopify A
B
C
1
First landing page
Net sales
Orders
2
/collections/summer
$14,320
128
3
/products/oxford-shirt
$9,180
71
4
/blogs/fit-guide
$6,240
58
5
/ (homepage)
$11,890
94
6
/pages/sale
$4,510
43
- The fit guide sells shirts
- Pages ranked by revenue
The pages and referrers that start real orders
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.
Guide: Filter a metric by attribution- Sales and orders filtered by first-touch landing page
- Last-touch landing page for the final step before buying
- Referrer URLs to catch press, partners, and organic mentions
- Metric columns are analysis views, not synced Shopify fields
Compare
Mixtable vs other ways to analyze Shopify attribution
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, in 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.
Getting started
From install to a campaign report in minutes
No pixels to place, no tagging project. The journey data is already on your orders.
Connect your store
Install the Mixtable Analytics Spreadsheet from the Shopify App Store and open a spreadsheet.
Open the channel report
Add the ready-made Marketing channel net sales by month report for one row per last-touch marketing source, month by month.
Check your coverage
Add the attribution coverage metric, so you know what share of resolved orders has journey data.
Build campaign rows
Create metrics filtered by UTM campaign, source, or medium, one row or column per campaign, using first-touch filters, last-touch filters, or both side by side.
Add spend and formulas
Paste in campaign spend, compute ROAS with a formula, and export to Excel or CSV to share.
Questions
Shopify marketing attribution questions
How do I see Shopify sales by UTM campaign?
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.
Is there a ready-made marketing attribution report?
Yes. The Marketing channel net sales by month report gives every last-touch marketing source its own row, with recent months as columns. Click the + button beside the worksheet tabs, choose Reporting worksheet, and pick the report under Time series. You can switch it to orders, average order value, or refunds, and to days, weeks, or years.
Where does the attribution data come from?
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.
Do I need to install a tracking pixel?
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.
What is the difference between first touch and last touch?
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.
Can I see how long customers take to convert?
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.
Will every order have attribution data?
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.
Can I compute ROAS in Mixtable?
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.
Is this a replacement for GA4 or my ads manager?
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.
Keep going
Keep going with analytics
Adjacent workflows and the help articles behind this page.