Event Source vs Ecom Revenue Attribution, Amplitude

Event Source vs Ecom Revenue Attribution for Amplitude stores. Tracked live in Vortex IQ Nerve Centre. How to read it, why it matters, and how to act on it.

Metrics type: Key Metrics • Category: Analytics

At a glance

Event Source vs Ecom Revenue Attribution is a cross-platform 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-platform 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-platform 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.

Cross-connector reconciliation: because two systems are compared, expect a baseline unattributed share and watch for it growing rather than its absolute level. For divergence investigations, use Vortex Mind.

Known limitations / merchant FAQs

Q: Why is some revenue always unattributed? The two systems use different attribution methods, and some orders genuinely arrive without a recognisable source, such as direct visits or stripped campaign parameters. A modest unattributed share is normal; the alert focuses on it growing past the threshold.

Q: The revenue per source here differs from my ad platform’s reported revenue. Why? Ad platforms count conversions by their own attribution windows and models, which differ from both Amplitude’s source tracking and the ecommerce platform’s order records. Use this card to reconcile against actual platform revenue rather than ad-platform estimates.

Q: Total revenue matches my platform but the source split looks off. What happened? That pattern usually means the orders are all recorded but their source tagging changed, often because of a redirect or a tracking parameter being dropped. The total stays right while revenue shifts into the unattributed bucket.

Q: Can I customise the unattributed threshold? Yes, the 25 percent unattributed trigger is configurable per profile in the Alert Rules tab. Set it to match the baseline unattributed share your store normally carries rather than relying on the generic default.

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Tracked live in Vortex IQ Nerve Centre

Event Source vs Ecom Revenue Attribution is one of hundreds of KPI pulses Vortex IQ tracks across Amplitude 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.

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