Sales per channel - see which channels are driving revenue

What does "Sales by Channel" show?

Under Statistics → Sales by Channel, you can see which channels actually lead to sales. It’s not enough to know where your visitors come from—you need to know where your customers come from. This page gives you the answer.

The four key metrics at the top

At the top of the page, you’ll see four cards:

• Best Channel — the traffic source that has generated the most revenue during the period
• Tracked revenue — the total revenue from orders where we know the traffic source
• Orders with source tracking — the number of orders where the traffic source is recorded
• Highest AOV — the channel with the highest average order value

Donut chart and table

The donut chart provides a quick visual overview of revenue distribution across channels. The table below shows detailed figures for each traffic source—revenue, number of orders, average order value, and share of tracked revenue.

What are UTM parameters?

UTM parameters are small pieces of code that you add to your links so you can track exactly which campaign, channel, or ad sent a visitor to your store. A link with UTM parameters looks like this:

dinshop.dk/?utm_source=facebook&utm_medium=cpc&utm_campaign=foraar2026

The most important parameters are:

• utm_source — where the traffic comes from (e.g., Facebook, Google, newsletter)
• utm_medium — the type of traffic (e.g., CPC, email, social)
• utm_campaign — the name of the campaign (e.g., spring2026, black-friday)

How to Add UTM Parameters

Add UTM parameters to all links in your campaigns—newsletters, Facebook posts, Google Ads, Instagram bios, etc. You can use Google’s free Campaign URL Builder to generate links with the correct parameters.

Last-touch attribution

Shoporama uses last-touch attribution, which means that the entire sale is attributed to the most recent traffic source before the purchase. If a customer first finds your store via Google but later returns via a newsletter and makes a purchase, the sale is attributed to the newsletter.

This model is simple and easy to understand, but be aware that it may underestimate channels that generate awareness (such as social media) and overestimate channels that capture customers close to the time of purchase (such as email and retargeting).

Warning about missing UTM data

If a significant portion of your orders lack source tracking, the page displays a warning. This typically means you’re not using UTM parameters consistently in your campaign links. The more links you tag with UTM, the more complete your picture of which channels drive sales will be.

Tips

• Tag all campaign links —use UTM parameters in newsletters, social media, ads, and affiliate links
• Look at AOV by channel —a channel with fewer orders but a higher AOV may be more profitable than a channel with many small orders
• Combine with other metrics —use conversion rate metrics and the metrics overview to get the full picture
• Set up server-side tracking —with server-side tracking, you’ll also capture conversions from users with ad blockers