Separate an order from its source evidence
An order record establishes that an order exists and its recorded payment state. Attribution adds evidence about how the buyer arrived: a campaign tag, affiliate referral, ad identifier or earlier session. These are related records, not interchangeable proof.
A paid-platform dashboard and your store may count different events or use different time windows. Begin with the store’s order and payment records, then reconcile the attributed sources. Do not sum every platform’s claimed conversions and assume they represent unique purchases.
Keep unknowns visible
A customer can arrive through an untagged link, change devices, decline tracking or return later. A missing source does not prove that marketing had no influence. Likewise, a stored click identifier does not prove the entire reporting pipeline is working.
Use an explicit unknown or direct category where evidence is missing. A report that admits its limits is more useful than one that fills every row with an unsupported conclusion.
Look beyond revenue
Revenue alone does not show whether an order was profitable. Product costs, discounts, refunds, shipping subsidies, processor fees and affiliate commissions all affect the result. Some costs may arrive after the sale.
Torva Command brings profit and attribution reporting into the same platform as store operations. The usefulness of that reporting still depends on the costs and tracking information recorded. Treat incomplete costs as a review item before using the result to set an advertising budget.
Run a small, traceable verification
Use a distinct campaign tag and the appropriate provider test mode. Follow the visit through checkout, inspect the order and confirm the expected source fields were recorded. Check that a repeated event is not counted as another order.
Repeat for an affiliate referral and an email link. Keep the test identifiers separate from real performance reporting. The public Desk demo illustrates recorded sources with fictional orders; it does not demonstrate a live integration or guarantee complete attribution.
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