At a glance
Event Source vs Ecom Revenue Attribution is a cross-channel card that lays each Amplitude traffic source next to the revenue your ecommerce platform actually recorded, row by row. It answers a question every merchant cares about: which sources are pulling their weight in real money, not just clicks. The card also surfaces how much revenue cannot be matched to any tracked source. When the unattributed share climbs past a quarter of revenue, your attribution has a hole, and spend decisions made on it will be skewed.
| What it counts | Each Amplitude traffic source broken out by row, paired with the revenue the ecommerce platform attributes to it, including an unattributed bucket. |
| Sample type | Amplitude event source data combined with the ecommerce platform’s own revenue data, refreshed on the standard data refresh. |
| Why it matters | Knowing real revenue per source, and how much is unattributed, is the basis for sound budget allocation. A large unattributed share means decisions rest on incomplete data. |
| Reading the value | Read the table by revenue per source and watch the unattributed row. A growing unattributed share is the signal that tracking needs attention. |
| Currency | currency |
| Time window | 30D |
| Alert trigger | >25% revenue unattributed |
| Sentiment key | amp_xc_traffic_source_vs_revenue |
| Roles | owner, marketing |
Calculation
For each traffic source Amplitude records, this card joins the platform’s own attributed revenue for the same period and presents it as a table, with a separate row for revenue that cannot be matched to any tracked source. The alert fires when the unattributed share of total revenue exceeds the configured threshold. Currency follows the store’s configured currency. See the At a glance summary above for what the card tracks and the worked example below for a typical reading.Worked example
A representative reading of Event Source vs Ecom Revenue Attribution for a typical merchant on Amplitude. For the 30 days to 25 Mar 26 the table shows paid search driving the most attributed revenue, followed by organic and email, with a small unattributed row at around 12 percent of total revenue. A month later the unattributed row has grown to 29 percent, crossing the threshold and firing the alert, even though total revenue is steady. Because the platform still recorded the orders, the money is real; what changed is that fewer orders carry a recognisable source. Vortex Mind traces the rise to a marketing redirect that stripped campaign parameters before Amplitude could capture them. Ask Viq is used to ask, in plain English, how much revenue moved from named sources into the unattributed bucket, which sizes the attribution gap before the redirect is fixed.Sibling cards merchants should reference together
| Card | Why merchants reach for it |
|---|---|
amp_top_sources | Shows the source mix behind the revenue attribution rows. |
amp_top_conversion_paths | Reveals the multi-touch paths that complicate single-source attribution. |
amp_xc_funnel_vs_ecom_conversion | Another cross-channel view tying Amplitude data to platform outcomes. |
amp_top_cohorts_by_conversion | Adds cohort context to which audiences drive revenue. |
amp_goal_completions | Confirms the conversion events underpinning attributed revenue. |
Reconciling against Amplitude
Where to look in Amplitude’s own dashboard: Use Event Segmentation grouped by source or referrer to read the source side, and pull attributed revenue from your ecommerce platform’s own sales-by-source or analytics reports. This card joins two different systems, so the revenue figures originate outside Amplitude. Amplitude Dashboards can hold the source breakdown; line it up against the platform revenue for the same 30-day window. Confirm how sources are grouped and how revenue is attributed before deciding the readings disagree. Why the Vortex IQ value may legitimately differ: Because this is a cross-channel card, you are comparing Amplitude event source data with the ecommerce platform’s own revenue data. Definitional differences between the two systems are expected, not a fault.| Reason | Direction | What to do |
|---|---|---|
| Period boundary. The source window and the platform’s revenue period may not align exactly. | Variable | Match both to the same 30-day window. |
| Time zone. Amplitude uses the project time zone; the platform may report in its own; Vortex IQ aligns to the merchant reporting time zone. | Marginal | Confirm time zone match across systems. |
| Attribution model and scope. Amplitude attributes by tracked source while the platform may use a different model (last click, first click), creating a legitimate unattributed gap. | Variable | Compare attribution models before reading the gap as an error. |