Which sources start my customers' journeys and which close the sale?
The two click cards rank the sources that start journeys and the ones customers came through right before buying, with orders, revenue and time.
What the two cards show
Under the AI Journey Summary, two cards rank the sources of your orders:
- First click that started the journey, with the line Which source first brought these customers to your store. It counts each order under the source of the customer's first visit that was not a direct visit.
- Last click before buying, with the line The final source customers came through right before checkout. It counts each order under the source of the customer's last visit that was not a direct visit.
TrueROAS saves the first and last click with each order when it processes the order. Attribution is how TrueROAS decides which ad gets the credit for a sale. These cards do not give credit. They count orders by the source their journey started or ended with, and your attribution model does not change them.
Read a row
Sources are ranked by their number of orders, with the rank in front of each name. The columns are Ord, Rev, AoV and Time.
| Column | What it shows |
|---|---|
| Ord | How many orders had this source as their first click, or as their last click. |
| Rev | The value of those orders added up and rounded to a whole amount, with your store settings for tax, shipping and refunds applied. |
| AoV | Rev divided by Ord, rounded to a whole amount. |
| Time | Works like Time to buy, for these orders only. See What do the numbers at the top of Customer Journeys mean?. |
Clicks on any of your Meta ads add up in one Meta Ad row, clicks on your Google Ads in one Google Ads row and clicks on your TikTok ads in one Tiktok row. Other sources, such as Google Organic, Email or Facebook, each have a row of their own. What each name means is explained in What do the source names in a customer journey mean?.
Each card first shows its top 3 sources. Click Show more sources to see more of them, 5 at a time, and Show fewer sources to go back to the top 3. The two cards open and close together, so a click on either link changes both cards.
Click a row to see the ads behind those orders. See How do I see which ads are behind a source on Customer Journeys?.
Which orders each card counts
- Direct visits never count as a first or last click, so orders that only came through direct visits are in neither card.
- First click that started the journey only counts orders whose first click and last click were different. An order whose first and last click were the same ad or source only counts in Last click before buying, even when the customer came through other sources in between. So the last click card usually adds up to more orders, and when every order's first and last click were the same, the first click card has no rows.
- One order can show up in both cards, under its first click in one and its last click in the other.
- Orders left out here still show in All customer journeys. See How do I read the All customer journeys list?.
On a phone
On screens narrower than 900 px, the two cards sit on top of each other. On screens up to 535 px wide, and between 900 and 1070 px wide, each row shows its four numbers under the source name, each with its own small label, and the column headings above the rows are hidden.
Good to know
- The cards follow your date range. See How do I change the date range?.
- Everyone on the store sees the same cards for the same dates.
- The cards count orders, not visits or people.
- You cannot sort the cards by another column, search them or export them.