At a glance
Session Source vs Ecom Revenue Attribution is a cross-channel table that lines up where your FullStory sessions came from against the revenue your ecommerce platform attributes to each source. When a large share of revenue ends up unattributed, more than about a quarter, you have a measurement gap: traffic and orders are real, but the source link is being lost somewhere between the landing session and the order record. That gap distorts every channel ROI decision, so the table flags it as revenue at risk of being misallocated.
| What it counts | Session source (channel, referrer, campaign) listed against the ecommerce revenue attributed to each, with unattributed revenue surfaced, over the period. |
| Sample type | Backend API data from FullStory combined with the connected ecommerce platform, refreshed on the standard data refresh. |
| Why it matters | Unattributed revenue means budget decisions are made on incomplete data. A large unattributed share can lead to defunding a channel that is actually driving sales. |
| Reading the value | Watch the unattributed share. Anything above roughly a quarter of revenue means the source-to-order link needs fixing before trusting channel ROI. |
| Currency | currency |
| Time window | 30D |
| Alert trigger | >25% revenue unattributed |
| Sentiment key | fs_xc_traffic_source_vs_revenue |
| Roles | owner, marketing |
Calculation
Calculated automatically from your FullStory and ecommerce-platform data. Vortex IQ joins each session’s source with the revenue the platform attributes to it, lists the breakdown, and surfaces the revenue that could not be attributed to a source for the period. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading.Worked example
A representative reading of Session Source vs Ecom Revenue Attribution for a typical merchant on FullStory. Suppose the table shows paid search and email attributed cleanly, but 31% of revenue sits in an unattributed bucket, over the 25% guardrail. The cause is a redirect on a campaign link that strips the source parameter before the session lands, so those orders lose their origin. Fixing the redirect reattributes the revenue and the paid channel suddenly looks far more profitable than the prior, broken numbers suggested. For deeper investigation, use Vortex Mind to trace where the source parameter drops; for natural-language exploration, ask Ask Viq which channel is being under-credited.Sibling cards merchants should reference together
| Card | Why merchants reach for it |
|---|---|
ful_top_sources | The source breakdown without the revenue join. |
fs_xc_funnel_vs_ecom_conversion | The conversion-side cross-channel view. |
fs_xc_landing_page_perf_vs_bounce | Where source traffic meets page experience. |
ful_session_conversion_rate | How well sessions convert before attribution. |
Reconciling against the vendor’s own dashboard
Where to look in FullStory’s own dashboard: The source side comes from FullStory’s referrer and campaign data; the revenue side comes from your ecommerce platform’s attribution. Reconcile each against its own source over identical dates, then compare the joined view. Why the Vortex IQ value may legitimately differ:| Reason | Direction | What to do |
|---|---|---|
| Attribution model. Last-click, first-click, and assisted models split revenue differently. | Variable | Confirm which model the platform uses. |
| Source parameter loss. Redirects and stripped parameters inflate the unattributed bucket. | Higher unattributed | Audit the campaign links. |
| Period and currency. Vortex IQ uses 30-day rolling and the store currency; source dashboards may differ. | Variable | Match period and currency. |