The Attribution tab
Updated September 15, 2026
The Attribution tab shows where a customer’s orders came from. It reads the order attribution data that WooCommerce records at checkout, so the origins shown here match what you see on the WooCommerce order screen.
WooCommerce began recording order attribution in version 8.5, and only records it at the moment an order is placed. Orders taken before then will never show a source, and neither will orders from a visitor who arrived with nothing to record.
Acquisition
A first-touch and latest-touch comparison. Acquired through is the origin on the customer’s very first order, meaning how you won them. Latest order came from is the origin on their most recent order, meaning what brought them back. These are frequently not the same channel.
Where the data was recorded, this panel also shows the referrer and landing page for the latest order, the device it was placed on, how many visits the customer made before ordering, and how many pages they viewed in that session.
Order origins
A breakdown of every source the customer has ordered through, with the number of orders, that source’s share of their orders, and the revenue from it. Origins are formatted the same way WooCommerce formats them, so you will see entries like Organic: Google, Referral: example.com or Direct.
Only orders that actually carry attribution are included in the percentages, and the number of orders with nothing recorded is stated separately. That way a gap in the data is never presented as a real source. The table shows the top 25 rows and says how many were left out.
Campaign performance (Pro)
A breakdown by UTM campaign, source and medium, with orders and revenue for each combination. An order appears here once the customer arrived through a link carrying utm_source, utm_medium or utm_campaign.
Devices used (Pro)
Which devices the customer orders on, with the number of orders, the share, and the revenue for each. Useful for spotting a customer who browses on mobile but always completes on desktop.
On the Orders tab and in exports
The Orders tab has an Origin column showing the source for each individual order. With the Pro version, the orders CSV export includes origin, source type, UTM source, medium and campaign, referrer and device as extra columns.