SuprAnalytics

Paddle + SuprAnalytics

Know where your Paddle revenue comes from

Connect Paddle payments to your website traffic and see which sources, campaigns, and visitor journeys lead to paying customers.

Start free trial See live demo

14-day free trial · No card required · From $9/month

The demo dashboard: revenue, split into new and returning, beside visitors and conversion rate, a thirty-day chart of visitors and revenue, and the referrers and pages that brought them. Made-up data.

Paddle tells you what sold. But what brought the customer?

Paddle records the sale: the product, the price, the customer, the tax. Your website analytics records the visit: where someone came from and what they read. Revenue attribution joins the two, so each Paddle payment carries the visit that led to it.

  1. Step 1

    Google search

    Finds you through a search

    SuprAnalytics: the source, Google

  2. Step 2

    Product page

    Reads about the product

    SuprAnalytics: the pages, in order

  3. Step 3

    Pricing

    Compares the plans

    SuprAnalytics: the page, and any goal you set

  4. Step 4

    Paddle checkout

    Enters their details

    Paddle: the checkout, with the visitor id in its custom data

  5. Step 5

    Payment

    Pays

    Paddle: the transaction. SuprAnalytics: the payment, tied to the visit

One customer's path from a search to a Paddle payment, and who records each step.

Connect the visit to the purchase

The tracking script can't see Paddle payments on its own: the payment happens at Paddle. The link between the two is the visitor id, carried through checkout and returned by Paddle's webhook.

  1. In the browser

    • A visitor arrives on your website.
    • The SuprAnalytics script records the visit and its source, and gives the visitor an id.

  2. At checkout

    • They open a Paddle checkout.
    • The visitor id goes with it, in the transaction's custom data.

  3. On the server

    • They pay, and Paddle sends transaction.completed to SuprAnalytics.
    • SuprAnalytics checks the signature and finds the visitor.

  4. In your reports

    • The payment appears with the source of the visit it's credited to.
    • On the dashboard, the visitor's timeline and the live view.

When the visitor can't be found. The payment is still recorded and still counts in your revenue, just without a source. More on that below.

See which channels bring paying customers

Once Paddle payments are tied to visits, every breakdown on the dashboard counts them: channel, referrer, campaign, landing page, page and country each show their visitors, customers, conversion rate, revenue and revenue per visitor. Sort any of them by revenue.

  • UTM campaigns and ref links get their own revenue line
  • Click a row to filter the whole dashboard, revenue included
  • AI assistants such as ChatGPT are a channel too: AI traffic and revenue

Illustrative example · Made-up data

Illustrative example, made-up data: visitors, customers and revenue by source
SourceVisitorsCustomersRevenue
Google2,40018$540
ChatGPT3809$360
Reddit6205$150
Google sends the most visitors; ChatGPT sends a sixth as many and brings two thirds of the revenue. Your own numbers will differ.
The referrer report of the demo dashboard sorted by revenue: Google, direct visits, ChatGPT, a newsletter, LinkedIn and X, each with visitors, bounce rate, session duration, customers, conversion rate, revenue and revenue per visitor. Made-up data.
Scroll sideways for every column.

Understand more than the first payment

A Paddle subscription pays again every period, and a refund takes some of it back. Each transaction is kept with the customer it belongs to.

  • One-time purchases and first subscription payments arrive as transaction.completed
  • Transactions a subscription creates, its renewals, upgrades and other charges, count as renewals, credited to the customer's original visit
  • Renewals find that visit through the custom data Paddle copies to the subscription, or through the Paddle customer id
  • On the dashboard, revenue splits into new and renewals

Refunds and chargebacks

They count once Paddle approves them (adjustment.created or adjustment.updated). A full one marks the payment refunded; a partial one lowers it by its amount before tax. Each is applied once, however often Paddle sends it.

What counts as revenue

The transaction's total less tax: after discounts, before tax, since Paddle is the merchant of record. Paddle's fees aren't taken off. Free transactions, such as a payment method change, are skipped. Payments in other currencies keep their own amount and are converted to your website's currency with daily exchange rates.

Not a subscription metrics dashboard. SuprAnalytics records each Paddle payment, renewal and refund, and credits it to a source. It doesn't report MRR, ARR or churn, and cancellations, which aren't payments, aren't recorded.

Choose how revenue gets attributed

Most customers don't pay on their first visit. Two models decide which visit gets the credit; each website picks one in Settings → Revenue, under Attribution model, and every report follows.

  1. Day 1

    Finds you on Reddit

    Reads three pages, leaves

  2. Day 8

    Types your address in

    A direct visit

  3. Day 8

    Pays through Paddle

    $29, the starter plan

One customer, two visits, one Paddle payment.

First touch

Credits the $29 to

Reddit

The visit that first brought them, as long as SuprAnalytics recognises them as the same visitor: the same browser, and not a new day in cookieless mode.

Last touch

Default

Credits the $29 to

Direct

The visit the payment happened in. A direct return counts as direct: SuprAnalytics doesn't skip back to the last source that wasn't direct.

A demo customer's timeline: found the website via reddit.com and viewed three pages; a week later found it directly, signed up, started a checkout, and paid $29 via Paddle as a new customer. Made-up data.

More about revenue attribution

Connect Paddle to SuprAnalytics

A webhook and a key. It works with Paddle Billing; Paddle Classic's webhooks aren't supported. You need the SuprAnalytics script on your website first.

  1. Pick Paddle in SuprAnalytics

    Open your website's Settings → Revenue and, under “1. Pick your payment provider”, choose Paddle. Copy the webhook URL it shows: https://supranalytics.app/api/webhooks/paddle/YOUR_WEBSITE_ID. Each website has its own.

  2. Add a notification destination in Paddle

    In Paddle, Developer tools → Notifications → New destination. Choose Webhook, paste the URL, and select transaction.completed, adjustment.created and adjustment.updated.

  3. Paste its secret key

    Copy the destination's secret key (pdl_ntfset_…) into “2. Connect Paddle” and click Connect. Every event's Paddle-Signature is checked against it, so nothing but Paddle can report a payment.

  4. Carry the visitor id through checkout

    Paddle.js checkout buttons need nothing. Checkouts you open from code, or transactions you create through the API, need the id passed in; see the checkout methods below.

  5. Make a test payment

    Test on a second website set up for your staging site: point a sandbox destination at that website's URL and save the sandbox's secret key there. SuprAnalytics keeps one Paddle key per website, and test payments sent to your real website stay in its revenue.

  6. Find the payment

    Within seconds it's in the dashboard's revenue, the live view and the visitor's timeline, marked “via paddle”, with the source of the visit it's credited to.

Paddle retries deliveries; each transaction is stored once, so a retry never counts twice. The Paddle setup guide

The Revenue settings of a demo website with Paddle picked: the webhook URL to paste in Paddle, the three events to select, an empty field for the destination's secret key, the Connect button, and the Paddle.Checkout.open snippet.

Works with your Paddle checkout flow

What matters is that the transaction carries the visitor id in its custom data. How it gets there depends on how you open the checkout.

  • Paddle.js checkout buttons

    Elements with class="paddle_button".

    Automatic

    The script adds the visitor id to the button's data-custom-data when the page loads and again on click, keeping any custom data you set.

  • Overlay or inline checkout from code

    Paddle.Checkout.open()

    One line

    Pass the id as customData, as in the snippet below.

  • Transactions you create through the API

    Including the ones behind a hosted checkout link you send

    Server code

    Put supr_visitor_id in the transaction's custom_data.

  • Hosted checkout links without it

    A link that doesn't carry the visitor id

    Not tagged

    The script doesn't add the id to links. The payment still counts, and is attributed only if Paddle's customer id or the email is already known.

Paddle.Checkout.open({
  items: [{ priceId: "pri_123", quantity: 1 }],
  customData: {
    supr_visitor_id: window.supr.visitorId(),
    supr_session_id: window.supr.sessionId(),
  },
});

Prefer to tag buttons yourself? Add supr-paddle="false" to the SuprAnalytics script tag and the script leaves them alone. It also skips them wherever it doesn't track: on localhost unless the script allows it, in a browser you've excluded from your stats, and for bots.

Every payment counts, even without a known source

Attribution covers the payments it can tie to a visit. The rest aren't lost: they're in your revenue, without a source.

The visitor id arrives
The payment is credited to that visitor's visit, and its source.
No visitor id, but a known customer
A Paddle customer id that has paid before with a visitor id, or an email SuprAnalytics already has, finds the same visitor. Renewals work this way too.
The credited visit was direct
The payment counts for Direct: the visit had no source.
Another device
Someone who browses on their phone and pays on a laptop is two visitors, unless an email or your app's identify call joins them.
Cookieless mode
The visitor id changes every day, so a payment can only be tied to that day's visit.
No match at all
The payment still counts in your revenue totals. It just can't be credited to a source.

No attribution is complete, and a credited source shows where a customer came from, not that it caused the sale on its own.

Payments make more sense alongside visitor behavior

The same script that records the visit records what happens before the payment.

  • Sources and campaigns, with the Paddle revenue each one brought
  • Pages and landing pages, with revenue next to their visitors
  • Each customer's timeline: every visit, page and goal, then the payment
  • Goals you define, such as a sign-up or a started checkout
  • Funnels whose last step is a payment
  • Live chat, with the visitor's source and pages beside the conversation. A conversation belongs to a visitor; it's the paying customer only when they're the same visitor. More about live chat
A demo website's dashboard: visitors, revenue split into new and returning, conversion rate, revenue per visitor, bounce rate and session time, a thirty-day chart, and its referrers and pages. Made-up data.

Paddle revenue attribution is part of SuprAnalytics

Every plan includes the Paddle integration, and so does the free trial. There's no add-on.

  • From $9/month for 100,000 events
  • Paddle payments, renewals and refunds don't count as events: plans limit pageviews, goals and outbound clicks
  • Data history from 2 years to 5 years, depending on the plan

Also using another provider? Stripe, Polar, Lemon Squeezy and Dodo Payments connect the same way, each with its own webhook.

Monthly plans
Events a monthPrice
100,000 events$9/mo
300,000 events$19/mo
500,000 events$29/mo
1 million events$49/mo
2 million events$79/mo
5 million events$149/mo
Start free trial Compare plans

14-day free trial · No card required

Questions, answered.

How do I connect Paddle to SuprAnalytics?

In SuprAnalytics, open Settings → Revenue, pick Paddle and copy the webhook URL. In Paddle, add a notification destination (Developer tools → Notifications → New destination) of type Webhook with that URL and the events transaction.completed, adjustment.created and adjustment.updated. Paste the destination's secret key back in SuprAnalytics and click Connect.

Can I track which traffic sources generate Paddle sales?

Yes. When a Paddle transaction carries the visitor id, the payment is credited to that visitor's visit, and every breakdown, from channel and referrer to campaign, landing page and country, shows the revenue and customers it brought.

Does SuprAnalytics support Paddle subscriptions?

Yes, as payments. The first payment and every transaction the subscription makes afterwards are recorded and credited to the customer's original visit. There's no MRR, churn or cancellation reporting.

Can I track Paddle renewals?

Yes. Transactions a subscription creates count as renewals. Paddle copies the checkout's custom data to the subscription, and SuprAnalytics also matches the Paddle customer id, so renewals stay with the customer who first subscribed. The dashboard splits revenue into new and renewals.

How are Paddle refunds handled?

Refunds and chargebacks count once Paddle approves them. A full one marks the payment refunded; a partial one lowers it by its amount before tax. Each adjustment is applied once.

Does SuprAnalytics work with Paddle.js?

Yes. Checkout buttons with class="paddle_button" are tagged with the visitor id automatically. When you open the overlay or inline checkout with Paddle.Checkout.open(), pass the id as customData; it's one line, shown in your Revenue settings.

Can I track hosted Paddle checkout links?

Payments through them always count. They're attributed when the transaction carries the visitor id in its custom data, which you set when you create the transaction through the API, or when Paddle's customer id or the email is already known. The script doesn't add the id to links.

What happens when a payment has no matching visitor?

It still counts in your revenue totals, without a source. SuprAnalytics doesn't guess where it came from.

Can I choose first-touch or last-touch attribution?

Yes, per website, in Settings → Revenue. Last touch is the default and credits the visit the payment happened in, even a direct one. First touch credits the visit that first brought the customer.

Is Paddle integration included in my SuprAnalytics plan?

Yes. Every plan includes it, from $9 a month, and so does the 14-day free trial. Payments don't count toward your monthly events.

More payment integrations

All integrations

Find out what drives your Paddle revenue

Connect payments to visitor journeys and understand which marketing efforts bring paying customers.

Start free trial Explore live demo

14-day free trial · No card requiredThe Paddle setup guide