Guide
What is revenue attribution in web analytics?
Updated October 14, 2026
In short
Revenue attribution connects a payment to the visit that started it, so you can see how much money each traffic source, campaign and landing page produces, not just how many visitors it sends.
Why visitor counts are not enough
A channel that sends 10,000 visitors and no customers is worth less than one that sends 500 visitors and ten customers. Traffic reports alone cannot show that difference.
Revenue attribution adds the missing column: revenue per source, per campaign and per landing page.
How Visitor Fast attributes revenue
Visitor Fast uses first-touch attribution. A payment inherits the source, UTM campaign, landing page, country and device of the customer's first recorded visit.
The payment itself must come from a trusted server: a signed Stripe or Dodo webhook, or the payments API called from your backend after you verified the provider's webhook. Browser-reported purchases are never counted as revenue.
Set it up in three steps
- Install the tracking script so every visitor gets a visitor ID.
- When your server creates a checkout, read window.vast.visitorId on the page and pass it as metadata (vast_visitor_id).
- Connect your provider in Settings → Revenue and add the webhook URL it gives you. Paid events appear within seconds.
Common mistakes
- Creating the checkout without the visitor ID, which leaves the payment unattributed.
- Counting client-side 'thank you' pageviews as revenue; refunds and test payments then inflate numbers.
- Mixing currencies without conversion; reports keep each currency separate.
Questions
- Which attribution model does Visitor Fast use?
- First touch: a payment is credited to the source and campaign of the customer's first recorded visit.
- Do refunds reduce attributed revenue?
- Yes. Signed refund webhooks are recorded against the original payment.