Read an order record and its Attribution tab

What each tab of an order's record shows, from its items and profit to the Attribution tab's credited touch, first click, contributing ads and journey.

4 min readUpdated 7 October 2026

Every order in the order list opens a record. It shows the order's money, its line items with their profit, how it was attributed and, if the buyer answered, their survey answers.

Before you start

You need a role that can view commerce, and a plan that includes order records (Growth or higher). Agency staff and brands covered by their agency's plan are never locked.
Agency staff need two-factor sign-in turned on to open order records.

Step by step: open an order

Open the brand and choose Orders, then Order list.
Search for the order number, customer or email, or filter the list.
Choose the order's row. Use the arrows on the record to move to the previous or next order in your list.
Choose a tab: Overview, Items, Attribution or Profit.

Badges under the order number warn when it is Cancelled, Refunded, Has returns or is Excluded by data filter. The Shopify link opens the order in your Shopify admin.

What you will see

Overview

The order's net sales, margin, units, discounts, returns, cost of goods and payment fees; its date, sales channel and financial status; and the customer with their order history, first purchase, lifetime revenue and lifetime profit. Rates, against the average order compares this order's profit per unit, discount rate, return rate and fee rate with the brand's average order. A short attribution summary has Full breakdown, which opens the Attribution tab.

Items

Every line item with its variant, units, price, cost and profit. A line marked No cost price has no cost per item in Shopify, so its profit cannot be worked out.

Attribution

This tab follows the order's journey: the visits the Fabrik pixel saw for this customer before the purchase.

Credited touch: the last click with a source, the one that gets the credit. For an ad it names the campaign, ad set and placement where the ad is matched to a synced ad set.
First click: the first touch with a source, or a note when it was the same touch as the last click or when the visits before were direct.
Ads that contributed: every paid ad in the journey, or "No paid ad in this journey" when the touches were email, organic, referral or direct.
Journey, newest first: every touch before the purchase, with its source, campaign tag and any click id.
Context: the sales channel, whether the pixel saw this customer's visits, the landing page Shopify recorded, the device, how long from the first touch to the purchase, and how the visits were matched (the customer's email, their returning browser, or the checkout session).

If the buyer answered the post-purchase survey, their Survey answers follow.

Profit

The order's profit and loss: net sales, cost of goods, payment fees and what was left, returns and refunds, the order total charged, and what passed through without counting towards profit (shipping charged, tax and duties).

Troubleshooting

"The journey could not be loaded": nothing is shown on the tab until it loads, so no answer is guessed. Choose Try again.
"No touch before this purchase": the pixel saw no tagged visit and Shopify recorded no tagged landing page.
"The line items could not be loaded": try again in a moment.
"No survey answers": the buyer did not answer, or the survey is switched off.

Frequently asked questions

Why does the Attribution tab say something different from the Attribution column in the order list?

The order list shows the stored answer for every order. The Attribution tab follows the order's full journey, the touches themselves matched on the customer's email, browser and checkout session. When the two disagree, the tab says so in a note and explains why, and the journey decides on that page.

Why does it say Every visit before the purchase was direct?

The pixel saw the customer's visits, but none carried a campaign tag, an ad click or another website, so no touch is credited.

Why is there no journey for a point of sale or draft order?

The pixel never saw the customer before those orders and Shopify recorded no tagged landing page, so there is nothing to credit. The same applies to orders created through other apps.

I am agency staff. Why am I asked to set up two-factor sign-in?

Order records hold shoppers' names and emails, so staff accounts open them only after two-factor sign-in. Set it up once and records open as usual.

What does Not counted in this brand's figures mean?

The brand's Shopify filter leaves this order out, for example because of its sales channel or a tag. You can still open the record, but the order is not in any total.

Can I see what the buyer answered in the survey?

Yes. If they answered the post-purchase survey, their answers show at the foot of the Attribution tab.