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.

Metrics type: Key Metrics • Category: Cross-Platform: Revenue at Risk

At a glance

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

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 alert threshold is configurable per profile in the Alert Rules tab. The 25% default is a starting point; tune it to your normal residual.

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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 or book a demo to see this metric running on your own data.