> ## Documentation Index > Fetch the complete documentation index at: https://docs.vortexiq.ai/llms.txt > Use this file to discover all available pages before exploring further. # Session Source vs Ecom Revenue Attribution, FullStory > Session Source vs Ecom Revenue Attribution for FullStory stores. Tracked live in Vortex IQ Nerve Centre. How to read it, why it matters, and how to act on it. **Card class:** [Hero](/nerve-centre/overview#card-classes-explained) • **Category:** [Cross-Channel: Revenue at Risk](/nerve-centre/connectors#connectors-by-type) ## 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`](/nerve-centre/kpi-cards/fullstory/top-traffic-sources) | The source breakdown without the revenue join. | | [`fs_xc_funnel_vs_ecom_conversion`](/nerve-centre/kpi-cards/fullstory/fullstory-session-outcome-vs-ecom-conversion) | The conversion-side cross-channel view. | | [`fs_xc_landing_page_perf_vs_bounce`](/nerve-centre/kpi-cards/fullstory/landing-page-performance-vs-frustration) | Where source traffic meets page experience. | | [`ful_session_conversion_rate`](/nerve-centre/kpi-cards/fullstory/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. | **Cross-connector reconciliation:** this card is itself a join, so use Vortex Mind to trace where source-to-revenue links are being lost. ## Known limitations / merchant FAQs **Q: How often does Session Source vs Ecom Revenue Attribution update?** The card refreshes on the standard data refresh (typically every 30-60 minutes for live integrations). For real-time signals, force a manual refresh from the dashboard. **Q: Is some unattributed revenue always expected?** Yes. Direct traffic, dark-social referrals, and privacy settings always leave a residual unattributed share. The alert is about a large or growing bucket, not the existence of one. **Q: Why does my FullStory dashboard show a different number?** The most common reasons are the attribution model, lost source parameters, and period or currency differences. Align these before assuming a real divergence. **Q: Can I customise the alert threshold?** Yes, the unattributed-share sensitivity is configurable per profile in the Sensitivity tab. The 25% default is a starting point; tune it to your normal residual. *** ### Tracked live in Vortex IQ Nerve Centre *Session Source vs Ecom Revenue Attribution* is one of hundreds of KPI pulses Vortex IQ tracks across FullStory and 70+ other ecommerce connectors. Nerve Centre runs the detection layer; Vortex Mind investigates the cause when something moves; Ask Viq lets you interrogate any number in plain English. [Start for free](https://app.vortexiq.ai/login) or [book a demo](https://www.vortexiq.ai/contact-us) to see this metric running on your own data.