Attribution shows Unknown or is missing
Updated September 15, 2026
The Attribution tab reads data that WooCommerce records against an order at the moment it is placed. If that data was never recorded, there is nothing for the plugin to show, and no way to recover it later.
The tab is completely empty
You will see a note explaining that none of these orders have attribution recorded. The usual causes:
- The orders predate WooCommerce 8.5. Order attribution was introduced in that version and is only recorded at checkout, so older orders will never show a source.
- The Order Attribution feature is turned off. Check WooCommerce › Settings › Advanced › Features.
- The orders were created in the admin. Manually created orders have no customer session to attribute.
Once attribution is enabled, new orders will start showing a source. Existing orders will not be backfilled.
Some orders show a source and others do not
This is expected on any store that has been running since before attribution existed, or that takes some orders by phone or in person. Orders with nothing recorded are counted separately and excluded from the percentages, so the shares you see describe only the orders that actually carry attribution.
An order shows as Unknown
Unknown means attribution was recorded but the source type was not one WooCommerce recognises. This is different from an order with no attribution at all, which is left out of the breakdown rather than labelled.
You may also see Direct, which means the visitor arrived by typing your address or from an untracked source such as some email clients. That is a real result rather than missing data.
Campaign or device data is missing
Campaign performance and device breakdowns are Pro features, so they show an upgrade prompt in the free version.
With Pro, campaign rows only appear for orders where the visitor arrived through a link carrying utm_source, utm_medium or utm_campaign. If you are not tagging your links, there will be nothing to show. Device data depends on WooCommerce recording a device type for the session.
Only 25 rows are shown
The origin and campaign tables show the top 25 rows and state how many were left out, because referring domains and campaign tags are effectively unlimited on a busy store. Developers can change this with the acreports_attribution_row_limit filter.