> ## 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. # Email-Attributed Commerce Revenue, HubSpot > Realised commerce $ from buyers who received a Marketing-Hub send in the prior 7 days. Proves Marketing Hub pays for itself. How to read it, why it matters... **Metrics type:** [Cross-Platform Metrics](/nerve-centre/overview#metrics-types-explained) • **Category:** [Email Marketing](/nerve-centre/connectors#connectors-by-type) > Realised commerce \$ from buyers who received a Marketing-Hub send in the prior 7 days. Proves Marketing Hub pays for itself. ## At a glance > Realised commerce dollars from buyers who received a Marketing-Hub send in the prior 7 days. The number that proves Marketing Hub pays for itself. Computed as `sum(commerce.order.total) WHERE order.customer_email IN hubspot.marketing_email.recipients AND order.created_at − email.publishDate <= 7 days`. | | | | ---------------------------------------- | ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | **What it counts** | Commerce-platform order totals where the buyer's email matches a contact who received a Marketing-Hub email send within the previous 7 days. The window is configurable (default 7 days, 1-day view-through, 7-day click-through). | | **Numerator (commerce)** | `SUM(order.total)` from Shopify (`Order.totalPrice`), BigCommerce (`total_inc_tax`), Adobe Commerce (`grand_total`). | | **Denominator-side (HubSpot)** | `EMAIL_EVENT.SENT` events from `/marketing/v3/emails` joined to contacts via `recipient_email`. Workflow-triggered emails included; Sales Hub Sequences excluded. | | **Attribution model** | Last-touch within 7 days. A buyer who received emails from three campaigns and one workflow before purchasing has the order attributed to the most recent send within the 7-day window. | | **Email-matching scope** | Exact email match. Sub-aliases (Gmail `+` aliases) and forwarded inboxes do not match unless explicitly normalised. | | **HubSpot vs commerce attribution** | HubSpot does not see the same orders Shopify / BigCommerce sees natively. This card is a Vortex IQ-derived join; HubSpot's own dashboard cannot show this number without a third-party integration. | | **Cross-platform attribution semantics** | HubSpot only "sees" buyers it sent emails to. Buyers who received no Marketing-Hub email but bought via paid ad / SEO / direct contribute zero to this card; the order goes to the unattributed bucket. The card surfaces what HubSpot influenced, not what it caused. | | **Currency** | Both sides home-currency-normalised. Multi-currency portals see one consistent figure. | | **Refunds** | NOT subtracted (gross attribution). Refund-adjusted variant available on demand. | | **Time window** | `30D vsP`. 30-day window vs the prior 30-day window. | | **Alert trigger** | `drop >15% WoW`. A 15%+ week-over-week decline triggers investigation: Marketing-Hub send-volume drop, deliverability issue, or commerce-revenue drop. | | **Roles** | owner, marketing, finance | ## Calculation Calculated automatically from your HubSpot data. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading. ## Worked example A B2C-with-sales-assist DTC brand at \$850k MRR running HubSpot Marketing Hub plus Shopify. Reading on 14 Apr 26 for the trailing 30 days (14 Mar 26 to 12 Apr 26): | Source | 30D figure | | ---------------------------------------------------------------------------- | --------------------------- | | Shopify Total Revenue (all channels) | \$1,140,200 | | Shopify orders from emails who received HubSpot Marketing-Hub send within 7d | \$284,600 | | Total HubSpot Marketing-Hub sends | 222,450 | | **Email-Attributed Commerce Revenue (this card)** | **\$284,600 (25.0% share)** | Compared with the prior 30 days: | Period | Email-attributed | Shopify total | Share | | ------------ | ---------------- | ------------- | ----- | | Trailing 30D | \$284,600 | \$1,140,200 | 25.0% | | Prior 30D | \$238,400 | \$1,098,500 | 21.7% | | Year ago 30D | \$156,800 | \$782,400 | 20.0% | Five things this picture reveals: 1. **25% share is at the top of the healthy 20-30% B2C-with-sales-assist band.** The combination of HubSpot for CRM nurture and Shopify for transactions sits at a healthy attribution share for the segment. Above 35% would suggest other channels are weakening; below 15% would suggest under-leverage. 2. **The 30D growth from 21.7% to 25.0% reflects April's product-launch campaign.** The merchant ran a tentpole launch for a new collection, sent a dedicated 4-email sequence to the 78,000 active subscriber base, and saw \$46,200 incremental revenue from those exposures. Normal post-launch reading. 3. **YoY share at 20% rising to 25% is a sign HubSpot Marketing Hub is scaling with the business.** A flat YoY share would suggest cadence and creative are stagnant; a falling YoY share would suggest other channels (paid, organic, partnerships) outgrew email. 4. **Last-touch attribution overstates HubSpot's incremental contribution.** Some of the \$284,600 would have come back anyway (organic return purchasers); the real incremental figure is typically 50-70% of attributed. A holdout test (suppress 10% of subscribers from email for 30D, compare conversion) is the cleanest measure. 5. **A 15% WoW drop (\$42.7k weekly) usually means one of three causes.** (a) Marketing emails sent dropped (`Marketing Emails Sent` card), (b) the underlying Shopify revenue dropped (commerce health), or (c) deliverability degraded so emails stopped landing in inbox. The drop alert investigation flow checks each in order. ## Sibling cards merchants should reference together | Card | Why pair it with Email-Attributed Commerce Revenue | | -------------------------------------------------------------------------------------------------------------- | --------------------------------------------------------------------------------------------------------------------------------------------- | | [Marketing Emails Sent](/nerve-centre/kpi-cards/hubspot/marketing-emails-sent) | The denominator-side numerator. Send-volume drop usually precedes attributed-revenue drop by 1-3 weeks. | | [Email Open Rate](/nerve-centre/kpi-cards/hubspot/email-open-rate) | The engagement gate. Falling opens mean the 7-day attribution window catches fewer engaged buyers. | | [Email Click Rate](/nerve-centre/kpi-cards/hubspot/email-click-rate) | A truer engagement signal (MPP-resistant). Tracks closer with attributed revenue than opens do. | | [Workflow-Triggered Commerce Revenue](/nerve-centre/kpi-cards/hubspot/workflow-triggered-commerce-revenue) | The workflow slice of this card. Workflow-driven revenue is more durable than campaign-driven; ratio matters. | | [Pipeline-vs-Realised Revenue Gap](/nerve-centre/kpi-cards/hubspot/pipeline-vs-realised-revenue-gap) | The sales-side cross-platform companion. This card is marketing-attributed; that one is sales-attributed. Same store, two attribution lenses. | | [Top Customers Without HubSpot Contact](/nerve-centre/kpi-cards/hubspot/top-customers-without-hubspot-contact) | The reverse: commerce customers HubSpot never reached. Each represents email-attributed revenue NOT captured here. | | [Shopify Total Revenue](/nerve-centre/kpi-cards/shopify/total-revenue) | The denominator. Without commerce-platform connection this card is empty. | | [Klaviyo Total Revenue (when both connected)](/nerve-centre/kpi-cards/klaviyo/email-attributed-revenue) | If a merchant runs both ESPs (rare overlap), HubSpot and Klaviyo attribution should not overlap subscriber-set. Compare audiences to confirm. | ## Reconciling against the vendor's own dashboard **Where to look in HubSpot:** HubSpot does not natively expose this number; it requires a commerce-platform integration. Closest views: > [HubSpot → Marketing → Email → Analyze](https://app.hubspot.com/email) (Performance tab, sends-only no-revenue) > Shopify Admin → Analytics → Reports → "Sales by traffic referrer" (filter to email channel, but uses Shopify's stricter cookie-based attribution) This card automates a join HubSpot's UI cannot do natively. **Why our number may legitimately differ from the merchant's expectation:** | Reason | Direction | Why | | ----------------------------- | ----------------- | ------------------------------------------------------------------------------------------------------------------------------------------------- | | **Email-mismatch** | Attributed lower | If the buyer used a different email at checkout than the one HubSpot has, the order is not matched. Common with Gmail-alias users and B2B buyers. | | **7-day window** | Either | A buyer who received an email 8 days before purchase is not attributed. Configurable to 14 or 30 days for long-cycle products. | | **Last-touch model** | Attributed higher | A buyer who received emails AND clicked a paid ad attributes wholly to HubSpot's last touch. Multi-touch attribution would split the credit. | | **Refunds** | Attributed higher | This card is gross-of-refund. Refund-adjusted variant is configurable. | | **Sales channels in Shopify** | Attributed lower | This card matches against online-store orders only by default. POS / wholesale / B2B can be enabled. | | **Time-zone** | Boundary days off | HubSpot account timezone vs commerce-platform timezone vs UTC; minor effect over 30D rolling. | **Cross-connector reconciliation:** This card IS the cross-connector view. The natural triangulations: | Card | Expected relationship | What causes legitimate divergence | | ----------------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------------------------- | | [Shopify Total Revenue](/nerve-centre/kpi-cards/shopify/total-revenue) | This card ≤ 30% of Shopify total revenue for healthy DTC | Above 30% indicates other channels weakening, not HubSpot improving. | | [Klaviyo Total Revenue](/nerve-centre/kpi-cards/klaviyo/email-attributed-revenue) | If both ESPs connected, this card + Klaviyo card should not double-count the same orders | Subscriber-list overlap means orders may match both ESPs' 7-day windows; verify subscriber sets are disjoint. | | [GA4 Email channel revenue](/nerve-centre/kpi-cards/google-analytics/revenue-trend) | GA4 email-channel revenue should be 60-80% of this card (GA4 uses last-non-direct click, this card uses 7-day last-touch) | Bigger gaps usually indicate UTM-tag hygiene problems on HubSpot links. | ***
Documentation cross-reference (for agencies running multiple ESP-commerce stacks) The "email-attributed commerce revenue" concept exists for any ESP + commerce platform combination. Same shape on: * [`klaviyo.klv_total_revenue`](/nerve-centre/kpi-cards/klaviyo/email-attributed-revenue) * [`mailchimp.mc_email_attributed_revenue`](/nerve-centre/mailchimp/mc_email_attributed_revenue) (when added) * [`dotdigital.dd_email_attributed_revenue`](/nerve-centre/dotdigital/dd_email_attributed_revenue) (when added) The 20-30% healthy band is platform-independent for DTC.
## Known limitations / merchant FAQs **HubSpot vs commerce platform attribution, who is right?** Neither is wrong, they measure different things. HubSpot Marketing Hub on its own does not see commerce orders; this card does the cross-platform join. Shopify's "Sales by traffic referrer" view uses Shopify's own (stricter) cookie-based attribution, so it claims less than this card. Use one consistently for trend reporting. **Why is the share lower than expected?** Email-mismatch is the most common cause. A buyer using `john@personal.com` for HubSpot subscriptions and `purchasing@company.com` at Shopify checkout will not be matched. Adding a workflow that captures the alternate email at form fill, and a Shopify tag for HubSpot-customer matching, raises the share noticeably. **My share is 50%, is that good?** Likely too high. Healthy B2C-with-sales-assist sits at 20-30%. Above 35% usually means non-email channels (paid, organic, social) are under-performing. Check Shopify total revenue and channel breakdown; if total is flat or declining while email-attributed is growing, the share rise is not a Marketing Hub win, it is a commerce health concern. **My share is 8%, what do I do first?** Three checks: (a) is the welcome workflow live and 4-6 messages? Activating it usually lifts share 1-2 points. (b) Is the abandoned-cart workflow firing? Lifts 3-5 points. (c) Send cadence below 1/week to engaged segments? Increasing to 2-3 campaigns to engaged segments lifts 2-4 points within 60 days. **List-segment lag, does it affect this card?** Yes minimally. List-membership refreshes every 15 minutes; if a contact joins a list at 09:50 and the workflow sends at 10:00, the email may not fire until 10:15. The 7-day attribution window absorbs this lag completely. **Lifecycle-stage backfill, does it touch this card?** No. Email-attribution is based on send events and order events, both of which are independent of lifecycle. A backfill changing stages does not move this number. **Deal-stage vs deal-amount weighting, does this apply?** No, this card is commerce-side, not deals. Deal weighting affects pipeline cards. This card sums commerce orders. **Multi-portal aggregation, what does this show?** One card per portal-and-commerce-platform pair. If a merchant runs two HubSpot portals each tied to one Shopify store, two cards. Vortex IQ does not aggregate because email matching is portal-scoped. **Sequence enrolment vs send timing, does it count toward attribution?** No. Sales Hub Sequences are excluded; this card uses Marketing-Hub `EMAIL_EVENT.SENT` only. To include sequences, use the Sales-attributed cross-platform view instead. **Today-volatility, why does this swing?** Email sends concentrate at certain hours; commerce orders run 24/7. Day-of-week rhythms (B2C peaks on Sundays, B2B on Tuesdays) show in this card. The 30D rolling smooths most volatility. **Why is my deal pipeline number different from my dashboard playbook?** This card is marketing-attributed commerce revenue, not deal pipeline. The two measure different funnels. The dashboard playbook may show deal pipeline (sales-side) where this card shows commerce-revenue (marketing-side). *** ### Tracked live in Vortex IQ Nerve Centre *Email-Attributed Commerce Revenue* is one of hundreds of KPI pulses Vortex IQ tracks across HubSpot 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.