What is attributed revenue?
Attributed revenue is the portion of order revenue an attribution model credits to a channel. Where platform-reported revenue is each platform's own claim, attributed revenue starts from your actual orders and splits each one across the touchpoints that preceded it — so the channel figures are shares of real revenue and can never double-count an order.
Formula
attributed revenue (channel, model) = Σ order revenue × credit share
Worked example
An €200 order followed a three-touch journey: social, search, retargeting. Under linear, each channel's attributed revenue from this order is €66.67. Under last-touch, retargeting gets €200 and the others zero. Sum any model's channel figures for the month and you land on the same total — attributed revenue redistributes; it never inflates.
How Saldo Metrics computes it
The attribution engine matches purchase pixel events to orders, rebuilds each order's
journey from the customer's UTM-tagged page views in the prior 30 days (one touch per
session), and writes fact_attribution rows carrying each touch's share of the
order's attributed_revenue_eur under every model. Revenue is the order's line
revenue in EUR, converted at the order date. Orders with no UTM-tagged visit in the
window are attributed to organic in full, as is the share of any touch the engine
cannot tie to an ad (an email link, say), so the model total equals total
attributed order revenue. Unpaid social visits (a bare Facebook or Instagram click, or a utm_medium=social post) go to their own organic social row instead, which has no ad spend and so no ROAS.
uncosted orders are excluded (they carry no usable margin, and attribution reports
revenue and margin from the same rows). v_channel_attribution sums the rows per
channel and model; the Attribution tab's true-ROAS table shows the rows of the
model selected at the top of the Marketing page.
Why it matters
Attributed revenue is the top-line complement to attributed margin: it shows how much sales volume a channel participates in before cost structure enters. A channel with strong attributed revenue but weak attributed margin is selling — just selling the wrong basket, which is a different problem than not selling at all.
Common mistakes
- Comparing attributed revenue with platform-claimed revenue as equals. Platform claims overlap across channels and routinely sum to more than the store took in; attributed revenue is conserved by construction.
- Judging channels on revenue when margins differ by category. Two channels with equal attributed revenue can sit far apart in attributed margin. The margin column is the decision-grade one.
- Forgetting organic. The organic row absorbs every journey with no UTM-tagged visit in the window, and every touch the engine cannot tie to an ad (unpaid social has its own row) — a large organic share is information about your funnel, not a bug.
Where you see this in the app
Marketing → Attribution, as the attributed revenue column of the true-ROAS table (under the model selected at the top of the Marketing page).