Direct Sales Traced to a Paid Ad Click

Direct Sales Traced to a Paid Ad Click is online store revenue that das Pixel ties to a paid ad click. Shopify filed these sales as Direct or with no source, so on your sales reports they look like they arrived on their own.

Direct Sales Traced to a Paid Ad Click on the das Pixel page, with the Days From Ad Click to Purchase chart beside it

How It’s Calculated

  1. Start with your online store orders that Shopify filed as Direct or recorded with no source. Their total is shown as Shopify Recorded No Source.
  2. Keep the orders das Pixel credits to a paid ad click, using the report rules in das Pixel Attribution. A page the customer viewed in the 30 days before buying must have carried the click, which can be up to 90 days old.
  3. Add up those orders’ Total Sales: line items less discounts, plus shipping and any tax not already in your prices. Refunds come off on the day they settle.

A refund that settles in the window counts even when its order was placed earlier, so an order’s row can be negative.

Point-of-sale, draft, phone and marketplace orders are left out of both totals. They never have a browser session for das Pixel to see.

On the das Pixel page the figure always covers the last 30 days and every ad platform. On the Advertising page it follows the page’s date range and platform filter.

The Lines Under the Figure

  • Shopify Recorded No Source: the total of the orders in step 1, with how many Shopify filed as Direct and how many had no source.
  • Journey Fill Rate: the share of your online store orders where Shopify recorded a source of its own. Shopify works out an order’s source after it lands, so the latest days can rise later.
  • Orders das Pixel Matched: the share of the orders in step 1 that das Pixel tied to a visitor at all. An order below this line was never seen, so its ads are unknown, not absent.

The Orders Behind It

Select orders you can open in the sentence under the figure to see Orders Behind This Number. Each row is one order, with its Date, Total Sales, Platform, Campaign, Days From Click and Journey.

Select an order to open it in Shopify, or View to open the customer. Up to 500 orders, the Total Sales column adds up to the figure exactly. Past 500, the table shows the 500 most recent and says so.

Campaign names a campaign only when the last page das Pixel saw before the purchase carried that ad’s campaign ID or utm_campaign. That page is usually a checkout page, which carries neither, so most rows read Platform-Level Only.

The Orders Behind This Number table

Days From Ad Click to Purchase

Beside the figure, Days From Ad Click to Purchase charts how many days passed before each traced order, with the Median and 90% Within. It appears once there are at least 20 traced orders in the range. Days From Click in the order list is the same number.

The count starts at the last page das Pixel saw that still carried the remembered click, not at the click itself. That’s usually during the visit that bought, so most orders show 0 days even when the ad click came earlier.

The chart marks 7 days, since Meta, TikTok and Reddit count purchases up to 7 days after a click by default.

When It Reads Not Measured

The figure reads Not Measured when its date range starts before das Pixel was connected. On the das Pixel page that means for the first 30 days after connecting, and again for 30 days after a reconnect. It also reads Not Measured when Shopify doesn’t share customer journey data with By the Numbers for your store.

What Good Looks Like

There’s no target to hit. The figure grows as das Pixel sees more of your storefront traffic, so compare it with your own store over time rather than with another store.

Read Orders das Pixel Matched first. It’s the ceiling on the figure: a low match rate means das Pixel missed visits, not that ads did nothing.

What to Do About It

  • Check a few orders. Open them in Shopify from Orders Behind This Number.
  • If the match rate is low, look at Orders das Pixel Can See on the das Pixel page. It splits unmatched online orders into visits Shopify saw and visits nobody recorded. A declined cookie banner stops both. A tracker blocker can stop das Pixel while Shopify still records the visit.
  • Don’t plan budgets on Days From Click yet. It counts from the last visit that carried the click, not from the click.
  • Don’t read it as proof the ads worked. It shows a paid click came first, not that the ad caused the sale.

Where to Find It

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