What do the numbers in Product Attribution mean?
How Sales, Top Source, Quantity Sold and Avg. Price are worked out for each product, and what the amounts include and leave out.
How a product's numbers are worked out
TrueROAS takes the orders placed in your date range and adds up their order lines by product. Which orders and order lines count is explained in Why is a product missing from Product Attribution?. All variants of a product, such as its sizes and colours, are added together in one row, because the rows are grouped by product, not by variant.
Attribution is how TrueROAS decides which ad or channel gets the credit for a sale. On this page it only decides the source of each order, which you see in Top Source and in the Product Details window.
| Column | What it shows |
|---|---|
| Product | The product's name as it was saved with the earliest order of this product in your date range. On Shopify the name can include the variant of that order, such as a size or colour. |
| Sales | The item price times the number of items, added up over every order line of this product. It is shown with your store's currency sign and up to two decimals, or without decimals when Round money to whole numbers is on for the whole store. The Product Details window calls the same number Revenue. |
| Top Source | The source with the highest sales for this product. How each order gets its source is explained in How do I see which channels and ads sold a product?. |
| Quantity Sold | How many items of the product were sold. The Product Details window calls it Quantity. |
| Avg. Price | The price of one item of the product, taken from one of its orders in your date range. It is not worked out from Sales and Quantity Sold, so it can differ from Sales divided by Quantity Sold. The Product Details window calls it Price. |
Because the name comes from the earliest order in your date range, a product you renamed can show its old name, and picking another date range can change the name you see.
What the amounts include
- Sales is built from the item prices saved with each order, not from the order total.
- For Shopify orders, the item price is the price before discounts, so a discounted item counts at its full price. That includes an item that was free with a discount code.
- Shipping is never part of Sales. On Shopify, tax is part of it only when your store's prices include tax.
- Refunds are never taken off, even when Subtract refunds from sales is on. See Can TrueROAS take refunds off my sales?.
- Exclude tax on orders and Exclude shipping on orders do not change this page. See Does TrueROAS include tax and shipping in my sales?.
- Item prices are not converted between currencies. Each one is added up as it was saved with its order and shown with your store's currency sign. How the rest of TrueROAS handles currencies is explained in Which currency and time zone do my numbers use?.
- Numbers follow the number format of your browser, for example a comma or a dot between thousands.
So Sales on this page can differ from the sales on the Dashboard and in the Ads Manager, and it can be higher than the net sales your store reports.
What the page does not show
- There is no ad spend, ROAS, product cost, COGS or profit per product, even when you have entered product costs. Your product costs are used for COGS, Profit and the POAS in ROAS / POAS in the Ads Manager. See What do the columns in the Ads Manager mean? and How do I add my product costs in Cost Manager?.
- You cannot see each variant on its own row, or open the orders behind a product.
Good to know
- Everyone on the store sees the same numbers for the same date range. The date range itself is saved to your login.
- The attribution model and attribution window you pick in the Ads Manager do not change Sales, Quantity Sold or Avg. Price, because those count every product sold in your range, whichever ad got the credit. See How do I change the attribution model and attribution window?.
- Two rows with the same name are two different products in your store, for example a product that was deleted and created again.