Orders

The Orders screen is your record of every order in the period, with the customer behind it, what they bought, and where the order came from. Use it to confirm revenue, separate new buyers from repeat ones, and reconcile what your store reports against what Zappush caught.

Orders uses the shared time range selector. The totals and the table both follow the period you pick.

The totals

Five figures sit above the table.

• Total Revenue is what customers paid in the period, after refunds.
• Orders is the number of orders that were paid and not cancelled, the same definition used on Overview. Pending, cancelled, and refunded-only orders are not counted.
• Conversion Rate is orders divided by visits.
• AOV is revenue divided by the number of orders.
• Median Time to Convert is the typical time from a shopper's first visit to their order. A median is used, not an average, so one slow buyer does not skew it.

Each figure compares itself with the period before. When you search or filter the table, the totals follow the same filters wherever they can; when they cannot, a note under them says the totals still cover every order in the period.

The orders table

One row per order. Every order in the period appears here, including pending and cancelled ones, so you can always find a specific order whatever its status. The title shows how many orders match: the exact number below 10,000, and a rounded figure such as "43,000+" above it, so a large store reads as a size. The rows themselves are always exact. A line under the title says how many of these orders are purchases (paid and not cancelled).

The columns shown by default:

• Order is the order number. It stays in place while you scroll sideways.
• Date is when the order was placed, in your store's time zone and your date and time format.
• Customer shows the customer's name with their email beside it.
• Type marks the customer as New (their first order) or Repeat.
• Products shows the first product with its image, and how many more the order holds.
• Payment is the order's payment status, such as Paid, Pending, or Partial refund.
• Attributed to is the channel that closed the sale: the last visit that came from marketing in the 30 days before the order, the same figure Attribution reports for Last non-direct click. When no channel earned the sale it says why instead: Direct when every visit came straight to your store, Not tracked when we saw no visit in those 30 days, Renewal for a subscription renewal, which never takes credit from a channel, and Journey pending for a new order whose visits are still being gathered, which takes a few minutes. Only paid orders are attributed; any other order shows a dash. Hover the column title for the full definition.
• Campaign is the campaign behind that visit. Spellings of one campaign name that differ only in capitals, spacing, or encoding read as one campaign.
• Sessions is how many visits the customer made in the 30 days before ordering.
• Time to convert is the time from the first visit to the order. Under an hour is shown in green.
• Net total is what the customer paid after refunds, in the order's own currency. The totals row under the table adds up the orders you are looking at.

Open Display to show more columns, such as Fulfillment, Source, Medium, Order total, Refunded, Customer LTV, RFM segment, Received via, Journey (every visit in order, with the ones that earned credit underlined), Opened by and Closed by (the first and last marketing visit), and Days to purchase, or to switch to a compact row height. A field your store does not report, such as fulfillment on a store that does not track it, shows a dash.

Credit for a channel or campaign

When you filter the table to one channel, source, or campaign, two more columns appear: Credit, the part of each order's value that channel earned, and Credit share, the same as a percentage. The totals row adds up the credit, so you can check it against the figure you clicked on the Attribution page.

Orders you open from an Attribution or Campaigns figure keep that page's attribution model. Under a model that splits an order between several channels, such as Linear or Position-based, filtering on a channel shows every order that channel earned part of, so one order can appear under more than one channel, and its Credit shows that channel's part. Orders you open from a campaign's ads keep the campaign and the ad as filters, each shown by name.

Drag the edge of a column title to resize it, or double-click the edge to fit the column to its content. Your widths are kept on this device. Display resets them.

Click any row to open the full order, including line items, addresses, refunds, and how the order was attributed. The menu at the end of each row also links to the order's full journey.

How one order was attributed

The open order's Channel line names the same channel the table shows under Attributed to. Days to purchase counts the calendar days, in your store's time zone, from the first marketing visit in the 30 days before the order to the order itself, so an order the morning after a late-night ad click reads 1 day. It is the same measure as the Days to purchase column, and it differs from Time to convert, which measures from the first visit of any kind. Below it, the attribution panel shows how the order was won:

• Journey lists the visits that came from marketing in the 30 days before the order, oldest first.
• The table splits the order across those channels. It opens on Position-based (40/20/40), and its title names the model you are looking at. Switch to Last click, marked as the default because it is what Attributed to uses, or to First click or Linear, to see the same order credited another way.
• Role says what each channel did: Opened when it brought the first visit, Closed when it brought the last, Only when it brought both, and Assisted when its visits came in between. Share is its part of the order under the model, and Credit is that part in money, to the cent. The credits add up to what the customer paid after refunds.

When there is nothing to split, the panel says why instead: Renewal, not credited for a subscription renewal, Journey pending for a new order whose visits are still being gathered, Not tracked when we saw no visit in the 30 days before the order, and Not credited for an order that was not paid. The order's full journey page shows the same panel.

Search, filter, and sort

• Search finds an order by its number, transaction ID, the customer's email, or their name.
• Quick filters sit next to the search box: Payment, Received from, and Received by. Each lists the values your orders actually hold, with a count beside each one. Picking one value leaves the counts of the others in place, so you can see what each choice would give you. Only picks a single value in one click.
• Filter builds a filter on any field: choose the field, how to compare it, and the value. Combine several and choose whether an order must match all of them or any of them. Dates can be "in the last 7 days", on a day, before or after a day, or between two days. Customer type keeps new customers, repeat customers, or orders whose customer is not known.
• Every active filter shows as a chip under the toolbar. Click a chip to change it, or its cross to remove it. A campaign filter shows the campaign's name, such as "Meta, no campaign".
• Click a column title to sort by it. Click again to reverse the order.
• Views switches to a ready-made view, such as Refunds or Repeat customers, with its filters, sort, and columns set for you.

Your search, filters, sort, and columns are kept in the page address, so a link you share opens the same view. If a link refers to a filter that no longer exists, the table leaves it out and tells you.

The download button at the end of the toolbar saves the orders you are looking at as a CSV file, with the same search, filters, and columns, up to 50,000 orders at a time.

Paging and freshness

Move through the orders with the previous and next arrows, and choose 10, 25, 50, or 100 rows per page. The footer says when the figures were last updated. Click Refresh to update them now.

Where to go next