Revenue Attribution to Goals

Pro Plan

Revenue attribution connects your marketing efforts to actual revenue. See which channels, campaigns, and content generate real business value.

Setting Up Revenue Tracking

Goal Value Configuration

Assign revenue value to goals:

Fixed Value:

// In Zenovay goal settings
Goal: Purchase Complete
Value: $150 (average order value)

Dynamic Value:

// Pass actual order value
zenovay('goal', 'purchase', {
  value: orderTotal // Actual order amount
});

Best Practice: Dynamic Values

For e-commerce:

function onPurchaseComplete(order) {
  zenovay('goal', 'purchase', {
    value: order.total,
    order_id: order.id,
    currency: 'USD'
  });
}

Revenue Attribution Report

Accessing the Report

Go to Analytics → Revenue → Attribution

Report Overview

Source	Revenue	Conversions	Avg Value	ROAS
Google Ads	$45,000	300	$150	4.5x
Organic	$38,000	280	$136	N/A
Email	$25,000	150	$167	12.5x
Facebook	$18,000	120	$150	2.4x
Direct	$52,000	400	$130	N/A

Key Metrics

Metric	Description
Revenue	Total attributed revenue
Conversions	Number of purchases
Avg Value	Revenue per conversion
ROAS	Return on ad spend
CAC	Cost to acquire customer

Attribution Models for Revenue

Model Comparison

Same purchase, different attribution:

Model	Google	Email	Direct
Last Touch	$0	$0	$150
First Touch	$150	$0	$0
Linear	$50	$50	$50
Time Decay	$25	$45	$80

Choosing Your Model

Business Type	Recommended
Quick purchase	Last touch
Considered purchase	Linear
Long sales cycle	Time decay
Brand focus	First touch

Channel Revenue Analysis

By Marketing Channel

Channel	Spend	Revenue	ROAS	% of Total
Paid Search	$10,000	$45,000	4.5x	25%
Paid Social	$7,500	$18,000	2.4x	10%
Email	$2,000	$25,000	12.5x	14%
Organic	$0	$38,000	∞	21%
Direct	$0	$52,000	∞	29%

Channel Insights

From above data:

• Email has best ROAS → Invest more
• Paid Social underperforms → Optimize or reduce
• Organic contributes significantly → Invest in SEO

Trend Analysis

Track revenue by channel over time:

• Seasonal patterns
• Campaign impacts
• Growth trajectories

Campaign Revenue

Campaign Performance

Campaign	Spend	Revenue	ROAS	Conversions
Spring Sale	$3,000	$18,000	6.0x	120
Product Launch	$5,000	$12,000	2.4x	80
Retargeting	$2,000	$22,000	11.0x	140
Brand Awareness	$4,000	$3,000	0.75x	20

Campaign Optimization

Based on data:

• Scale retargeting (best ROAS)
• Optimize product launch creative
• Rethink brand awareness approach

A/B Test Revenue Impact

Variant	Revenue	Lift
Control	$15,000	-
Test A	$18,500	+23%
Test B	$14,200	-5%

Content Revenue

Content Attribution

Track revenue from content:

Content	Visitors	Assisted Rev	Direct Rev
/blog/guide	10,000	$15,000	$3,000
/case-study	2,000	$8,000	$12,000
/comparison	5,000	$25,000	$18,000

High-Value Content

Identify content that converts:

• Buying intent content
• Product comparisons
• Pricing pages
• Case studies

Content Investment

Based on revenue attribution:

• Create more comparison content
• Promote high-converting pages
• Optimize high-traffic, low-revenue

Customer Journey Revenue

Scale Plan

Journey Analysis

See revenue by customer path:

Journey Type	Revenue	Avg Value	%
Direct purchase	$45,000	$120	25%
2-3 touches	$62,000	$155	35%
4+ touches	$73,000	$210	40%

Insights

• Multi-touch journeys have higher values
• Nurturing increases order value
• Quick purchases are lower value

Path Optimization

Based on findings:

• Create nurture content
• Build email sequences
• Retarget engaged visitors

ROI Calculation

Channel ROI

Calculate true return:

ROI = (Revenue - Cost) / Cost × 100

Google Ads:
Revenue: $45,000
Cost: $10,000
ROI: ($45,000 - $10,000) / $10,000 × 100 = 350%

Blended ROI

Overall marketing ROI:

Total Revenue: $178,000
Total Spend: $19,500
Blended ROAS: 9.1x
Blended ROI: 813%

CAC by Channel

Customer Acquisition Cost:

Channel	Spend	Customers	CAC
Google Ads	$10,000	300	$33
Facebook	$7,500	120	$63
Email	$2,000	150	$13

Lifetime Value Integration

Scale Plan

LTV by Acquisition Source

Source	Initial AOV	1-Year LTV	LTV:CAC
Organic	$120	$480	N/A
Google	$150	$420	12.7x
Facebook	$130	$280	4.4x
Email	$165	$620	47.7x

LTV-Based Attribution

Prioritize channels with:

• High LTV customers
• Good LTV:CAC ratio
• Quality over quantity

Revenue Forecasting

Scale Plan

Based on Attribution

Use historical data to forecast:

If we increase Google spend by $5,000:
- Current ROAS: 4.5x
- Expected additional revenue: $22,500
- Projected total: $67,500

Scenario Planning

Scenario	Spend Change	Expected Revenue
Baseline	0%	$178,000
Aggressive	+25%	$215,000
Conservative	-10%	$162,000

Reporting & Sharing

Revenue Dashboard

Key widgets:

• Revenue by source
• ROAS by channel
• Revenue trend
• Top converting content

Stakeholder Reports

Include:

• Executive summary
• Channel performance
• Campaign ROI
• Recommendations

Automated Reports

Scale Plan

Schedule delivery:

• Weekly revenue summary
• Monthly deep dive
• Real-time alerts

Best Practices

Track Actual Values

Always pass real revenue:

• Not averages
• Include all fees
• Account for refunds

Multi-Touch Awareness

Don't over-credit:

• View multiple models
• Understand assist value
• Balance attribution

Regular Review

Frequency	Action
Weekly	Quick performance check
Monthly	ROI deep dive
Quarterly	Strategic reallocation

Test & Learn

• A/B test campaigns
• Measure revenue impact
• Scale what works

Troubleshooting

Revenue Not Tracking

If revenue shows $0:

• Check goal value is set
• Verify dynamic value passed
• Test with debug mode

Misattributed Revenue

If attribution seems wrong:

• Check UTM parameters
• Verify attribution window
• Review customer journey

Discrepancy with Finance

If numbers don't match:

• Account for refunds
• Check time zone differences
• Compare same date ranges
• Include/exclude tax consistently

Next Steps

• Traffic source analysis
• Revenue tracking setup
• B2B revenue intelligence