Reading the attribution report

Every control and column in Zalify's Attribution report — the model selector, Product filter, date range, channel cards, and the per-order table.

The Attribution report has two halves: a row of channel cards that summarize revenue by channel, and an orders table that lets you trace individual sales. Three controls at the top shape both. This article covers each one.

The three controls

At the top of the report:

Attribution model — the crediting rule (Last Click, First Click, Linear, and so on). This decides how each order's revenue is split across channels. See Attribution models explained.
Product — narrow the report to orders that contain a specific product. Leave it unset to include all orders.
Date range — the window the report covers, e.g. Last 7 days. Both the cards and the table respect it.

Changing any of these recomputes the whole report. The model selector is the one to experiment with: the journeys stay fixed, but credit moves between channels as you switch models.

Channel cards

Each card is one channel — Meta (Paid), Direct, Google (Organic), and so on — and shows:

Revenue credited to that channel under the current model, product, and date range
Order count contributing to that revenue

The cards are your at-a-glance answer to "which channels drive sales right now." The funnel icon on a card filters the orders table below to just that channel, so you can jump from a summary number to the specific orders behind it.

Card totals depend on the model

Under most models, channel revenue splits an order across channels, so the cards roughly sum to your sales. Under Any Click they don't — each channel gets the full order value, so the totals overlap and add up to more than you actually sold. Keep the active model in mind when reading card numbers. See the Any Click note in Attribution models explained.

The orders table

Below the cards, one row per order:

Column	What it shows
Order	The order number
Date	When the order was placed
Total	Order value
Customer	The customer's email
First Order	Whether this was a New or returning customer
First Visit Source	The channel that first brought this customer to your store
Last Visit Source	The channel of the visit right before they ordered
Total Visits	How many times they visited across the whole journey
Attributed	The channel credited under the current model

First Visit vs. Last Visit Source

These two columns are the ends of the customer's journey, and they're often different channels — that difference is the whole point of attribution. A row might show Google as First Visit and Direct as Last Visit: Google discovered the customer, and they returned directly to buy.

The Attributed column is what the active model does with that journey. Switch from Last Click to First Click and watch Attributed flip from the Last Visit channel to the First Visit channel across the table.

Reading Total Visits

A high Total Visits count (say 20+) means a long consideration journey with many touches — these are the orders where your model choice matters most. A Total Visits of 1 is a single-session purchase: every model credits the same channel, because there's only one.

A quick workflow

Set the window and model

Pick your date range, then choose the model that matches your question — Last Click for what closes sales, First Click for what discovers customers.

Scan the channel cards

Read revenue and order count per channel. Note which channels lead.

Drill into a channel

Click a card's funnel icon to filter the table to that channel's orders, and inspect their journeys.

Compare models

Switch the model and watch the cards and Attributed column move. The gap between models tells you which channels introduce customers versus close them.

Next steps

Understand attribution in Zalify — the concepts behind the report
Attribution models explained — what each model does to the Attributed column

Attribution models explained