Demo — All numbers and rows below are illustrative sample data, not a real warehouse. For context, see Attribution for Offline Conversions.

Omnichannel Attribution (demo)

A consumer brand selling on its website, on Amazon, and through physical retail. Marketing touches happen mostly online; purchases happen everywhere. Joining ad-platform touchpoints to Shopify, Amazon, and Square POS revenue in the warehouse — via shared email and loyalty IDs — is the only way to compute true ROAS for channels that drive purchases off your own site.

Total Revenue (90d)
$3.9M
50,736 orders across all channels
Ad Spend (90d)
$566k
Blended ROAS
6.9×
Revenue ÷ ad spend, all channels
Off-Site Revenue Share
62.8%
Amazon + in-store as % of total — invisible to web-only attribution
Online (Shopify)
$1.5M
37.2% of total revenue
Amazon
$1.4M
37.1% of total revenue
In-Store (POS)
$1.0M
25.7% of total revenue
Revenue & ROAS by Attribution × Purchase Channel

Each row is the marketing channel that earned attribution credit; each purchase column is where the order was actually rung up. ROAS is total revenue across all purchase channels divided by ad spend.

Attribution ChannelAd SpendOnlineAmazonIn-StoreTotal RevenueROAS
google / cpc — brand$84,200
$412,00060%
$188,40027%
$92,00013%
$692,4008.2×
google / cpc — non-brand$142,800
$286,00048%
$224,40038%
$84,40014%
$594,8004.2×
facebook / paid_social$96,400
$132,00026%
$312,40062%
$58,20012%
$502,6005.2×
instagram / paid_social$62,800
$88,40024%
$244,20065%
$41,60011%
$374,2006.0×
direct-mail / catalog$52,000
$48,40015%
$18,4006%
$248,40079%
$315,2006.1×
organic / seo—
$184,40061%
$92,00031%
$24,4008%
$300,800∞
(direct) / (none)—
$96,40035%
$48,40017%
$132,00048%
$276,800∞
tiktok / paid_social$48,400
$32,40013%
$188,80076%
$28,40011%
$249,6005.2×
klaviyo / email$12,400
$142,80068%
$38,40018%
$28,40014%
$209,60016.9×
retail-flyer$28,400
$8,4004%
$4,2002%
$188,40094%
$201,0007.1×
youtube / video$38,400
$24,40013%
$88,40046%
$78,20041%
$191,0005.0×

Key insight: Facebook, Instagram, and TikTok all drive 2–6× more revenue on Amazon than on the website. Looking only at Shopify revenue, TikTok ROAS is 0.7× — looks like a money loser, kill the channel. Adding Amazon orders (joined by shared email) brings TikTok to 5.2× ROAS. The opposite story shows up in direct-mail and retail flyers: nearly invisible online, but they account for the majority of in-store traffic. Without joining all three purchase systems back to the touchpoint in the warehouse, you can't make a defensible budget allocation across these channels.

Revenue Mix by Attribution Channel

Each bar is one marketing channel; the segments show where the attributed revenue actually landed.

Total Revenue by Purchase Channel

The headline split a web-only analytics tool can never produce — you need the warehouse to see Amazon and POS revenue alongside your web orders.

37.2%
Online (Shopify)
37.1%
Amazon
25.7%
In-Store (POS)
Monthly Revenue by Purchase Channel

Six months of revenue, broken out by where the order was placed. Holiday peak in December affects all three channels but not equally.