What do the columns in Order Flow mean?
Each row shows an order's number, date, amount, cost and products, the channel it is credited to, its first and last touch and its journey.
The columns
Attribution is how TrueROAS decides which ad or channel gets the credit for a sale. The Credited to column shows the result of that decision for each order, and the two touch columns show where the customer came from.
| Column | What it shows |
|---|---|
| Order | The order number with a # in front, and a New or Returning label. Long numbers are cut off. Hover over one to read it in full. You can select the number to copy it. |
| Date | When the order was placed, in your store's time zone, as the day, the month and the time on a 24-hour clock, for example 5th Oct 14:32. The year is not shown. |
| Amount | The order's value as TrueROAS counts it in your sales, rounded to a whole number, so 29.99 shows as 30. |
| Cost | What the order cost you, with two decimals, or 0 when there is no cost. |
| Products | How many items the order has, for example 1 item or 3 items. |
| Credited to | The one channel the order is credited to. |
| First Touch | The channel of the first visit TrueROAS recorded for the order. |
| Last Touch | The channel of the last visit before the purchase. |
| Customer Journey | The Show Journey button, which opens every visit behind the order. See How do I see the customer journey behind an order?. |
The magnifier in the Order header finds an order by its number. See How do I find an order by its order number?.
New and Returning
The label next to the order number shows whether the customer has bought before. New shows when the customer has one order as far as TrueROAS knows, or when TrueROAS does not know how many orders they have. Returning shows when the customer has more than one. Hover over the label to read New Customer or Returning customer.
Amount
When your store leaves tax or shipping out of its sales, Amount is the value without them, with a note next to it such as (excl. VAT $12) or (excl. Shipping $5). When your store takes refunds off its sales, a refunded order shows what is left after the refund, with a note such as (refunded $20).
What these settings do is explained in Does TrueROAS include tax and shipping in my sales? and Can TrueROAS take refunds off my sales?.
Cost
Cost shows the total cost TrueROAS saved with the order, worked out from your Cost Manager settings. The amount uses your store's currency sign.
When no cost was saved with the order, the column shows an estimate from the costs you entered per product in Cost Manager, using your Product Cost percentage for the products without a cost of their own.
How costs are worked out, and when past orders get new costs, is explained in How do I add my product costs in Cost Manager?.
Products
Products counts the items in the order, not their quantity, so a product bought three times in one order shows as 1 item. Hover over the count to see each product with its quantity, for example Classic Jeans x 2.
Credited to, First Touch and Last Touch
- Credited to is the channel your store's attribution model and attribution window give the order to. It is the channel the Dashboard counts the order under. The info icon in the header shows The one source this order is credited to, using your E-Commerce setting. This is the order your dashboard counts for that channel., with the name of the model in use in place of E-Commerce. See How do I change the attribution model and attribution window?.
- First Touch and Last Touch skip direct visits. They read Direct when the order has no other recorded visits.
The credited channel can differ from both touch columns. Why, and what Direct and Other source mean, is explained in Why does an order show Direct, Other source or a channel I did not expect?.
The channel names
Credited to reads Meta Ads, Google Ads, Google Organic, TikTok Ads, Email, Bing, Pinterest, Snapchat, AppLovin, WhatsApp, Direct or Other source. An order from another source shows that source's own name when it has a readable one, such as a website address, Yahoo or ChatGPT.
First Touch and Last Touch use these names:
- Meta Ads for every visit from Facebook or Instagram, with or without ad tracking.
- TikTok Ads for every visit from TikTok.
- Google Organic for visits from unpaid Google search results, and Google Ads for every other visit from Google.
- Referring Sites for links on other websites.
- Email, SMS, WhatsApp, Bing, Pinterest, Yahoo, AppLovin, Shopify, ChatGPT, Perplexity, Claude, Gemini and Direct.
- Any other source shows its own name, or Other source when it has no readable name.
Each name comes with a small icon, such as the channel's logo. Long names are cut off. Hold the mouse over a name for about a second to read it in full, in lower case.
The channel table on the Dashboard puts some of these channels together under other row names. See How do I read the channel table on the Dashboard?.
Good to know
- The column headers read First Touch and Last Touch, while the filter buttons above the table read First touch and Last touch.
- The New or Returning label only shows when the order is linked to a customer.
- Amount follows the tax, shipping and refund settings of the whole store, so everyone on the store sees the same amounts.
- You cannot change the cost of a single order in Order Flow. Clicking a cost opens a window titled Set cost for order and the order number, but the cost you type there is not saved. Set your costs in Cost Manager instead.
- The columns cannot be sorted, hidden or moved, and the table has no totals row.