SuprAnalytics

Revenue attribution

See which traffic sources actually bring revenue

Pageviews tell you who's visiting. Revenue attribution tells you which channels bring paying customers. Connect Stripe, Polar, Lemon Squeezy, Paddle and Dodo Payments, and see traffic, conversions and revenue together.

Start free trial See live demo

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

The overview of the live demo: visitors, revenue of $50,897 split into new and returning, conversion rate and revenue per visitor, a daily chart with revenue bars under the visitors line, and the referrers with their conversion rates.

More visitors don't always mean more customers

A traffic report ranks sources by visitors. A revenue report ranks them by what those visitors paid, and the two lists are often in a different order. SuprAnalytics keeps both, side by side, by tying each payment to the visits that led to it.

Attribution tells you where paying customers came from. It doesn't prove a channel caused the sale on its own, but it shows which ones are worth more of your time.

SourceVisitorsRevenue
  1. Google2,400$180
  2. Direct950$90
  3. Reddit600$420
  4. X350$260
Illustrative numbers. Google brings four times the visitors of Reddit here, and less than half the revenue.

From first visit to payment

Three steps, and the third is where most tools stop short: the payment has to find its way back to the visit.

  1. Visitor
  2. Checkout
  3. Payment
  4. Attributed revenue
  1. Step 1

    Track the visit

    The script records each visit as it happens: the channel and referrer, the campaign (UTM tags, ref and via links), the landing page and the pages after it, the country and device, and a visitor id kept in the browser.

  2. Step 2

    Connect the checkout

    The visitor id has to travel to the checkout. Polar checkout links, Dodo Payments links and Paddle.js buttons are tagged by the script when a visitor clicks; Stripe Checkout Sessions take it as metadata from your server; Lemon Squeezy checkouts take it as custom data, on the checkout link or through the API; Stripe Payment Links take it as client_reference_id. Each provider's guide shows its way.

  3. Step 3

    Receive the payment

    The provider's webhook sends the payment to SuprAnalytics, signed with a secret you paste into Settings → Revenue. The payment is tied to the visitor whose id it carries, or failing that to a known customer id or email, and through them to that visitor's first and most recent visit.

What attribution can't do. A payment is credited to a source only when the visitor id reaches the webhook, or the payment carries an email or customer id SuprAnalytics has already seen. A payment with none of those still counts in your revenue, without a source. Someone who browses on their phone and pays on a laptop is two visitors until an email or your app's identify call joins them. In cookieless mode the visitor id changes every day, so a payment is tied to that day's visit.

The revenue attribution guide

Know which channels bring paying customers

See whether Google, Reddit, X, a newsletter or direct visits are bringing customers, not just traffic, and put your next month where the customers came from.

The referrer report of the live demo 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.

Every breakdown, with revenue

Channel, referrer, campaign, landing page, page and country each show the visitors, customers, conversion rate and revenue they brought. Sort any of them by revenue.

Revenue per visitor

The number that ranks channels fairly: a small source with a high revenue per visitor deserves more attention than a large one that doesn't convert.

Revenue over time

Revenue sits on the traffic chart as its own series, so a spike in visitors that brought nothing stands out, and so does the quiet day that paid.

Filter and compare

Click a country, a campaign or a page and the whole dashboard, revenue included, narrows to it. Compare with the period before.

Campaigns you tag

UTM parameters and ref links are read on arrival, so a newsletter issue or a sponsored post gets its own revenue line.

Your #1 KPI

Prefer a goal to revenue at the centre of the dashboard? Set it per website; the breakdowns follow.

Revenue from ChatGPT and other AI assistants

Connect the payment provider you already use

Five providers, each through its own webhook. The setup differs a little between them: some checkouts are tagged by the script on their own, others take the visitor id from your server.

  • Stripe

    • Webhook, signed with your endpoint secret
    • Checkout Sessions: the visitor id as metadata
    • Payment Links: the visitor id as client_reference_id
    • Later invoices count as renewals; full refunds only

    Stripe integrationGuide

  • Polar

    • Webhook (Standard Webhooks)
    • Checkout links: tagged by the script, nothing to change
    • Checkout API: the visitor id as metadata
    • Renewals and refunds, full or partial

    Polar integrationGuide

  • Lemon Squeezy

    • Webhook, signed with your signing secret
    • The visitor id as checkout custom data
    • Subscription renewals as renewals
    • Refunded orders marked refunded

    Lemon Squeezy integrationGuide

  • Paddle

    • Webhook (Paddle-Signature)
    • Paddle.js buttons: tagged by the script with custom data
    • Renewals carry the custom data Paddle copies to the subscription
    • Refunds and chargebacks once Paddle approves them

    Paddle integrationGuide

  • Dodo Payments

    • Webhook (Standard Webhooks)
    • Payment links: tagged by the script, nothing to change
    • Checkout sessions: the visitor id as metadata
    • Renewals and refunds, full or partial

    Dodo Payments integrationGuide

  • Anything else

    Gumroad, your own billing, or a provider not listed: send each payment from your server with the visitor id, and it's attributed the same way.

    The payments API

Polar, Paddle and Dodo Payments revenue is counted after discounts and before tax: they are merchants of record, so their tax isn't your revenue. Stripe and Lemon Squeezy payments are counted at the total the provider reports.

Choose how revenue is attributed

Most customers don't pay on their first visit. Two models decide which visit gets the credit; pick one per website in Settings, and every report recalculates.

  1. Mon · visit 1

    Finds you on Google

    Reads two pages, leaves

  2. Thu · visit 2

    Types your address in

    Direct visit

  3. Thu · visit 2

    Pays

    $79 through Polar

An illustrative journey: one customer, two visits, one payment.

First touch

In the journey above, the $79 is credited to

Google

Which channels find new customers?

The payment goes to the visit that first brought this person to your website, however long ago. The model for judging acquisition: content, search, launches.

Last touch

In the journey above, the $79 is credited to

Direct

Which visits turn into payments?

The payment goes to the visit it happened in. A direct return counts as direct: SuprAnalytics doesn't skip it in favour of an earlier source. The model for judging what closes: pricing changes, offers, reminders.

Last touch is the default. When a checkout carries a visit id as well as a visitor id, that visit is the last touch; otherwise it's the visitor's most recent visit before the payment.

Revenue doesn't stop at the first payment

A subscription pays again next month, a refund takes some of it back, and a customer's worth is the sum of all of it. Each payment is kept with the visitor it belongs to.

  • Renewals are marked as renewals and credited to the customer's original visit, through the checkout's metadata or the provider's customer id. Stripe's later invoices, Polar's billing cycles, Paddle's and Dodo's subscription charges and Lemon Squeezy's renewal payments all count.
  • A full refund marks the payment refunded with every provider. Partial refunds lower the amount with Polar, Paddle and Dodo Payments; Stripe's are left alone, and Lemon Squeezy's mark the whole payment refunded.
  • Payments in other currencies are converted to your website's reporting currency with daily rates, so a dashboard in USD adds up EUR and INR payments correctly.
  • Lifetime value per customer and per segment, renewals and refunds included, and a customers list with the name and email the provider sent.

This is attribution, not accounting: your provider's dashboard stays the record for taxes, invoices and payouts.

Renewals, refunds and currencies

A customer's profile on the live demo: two visits, five pages, one payment of $79 through Polar, and a timeline from a Google search through sign-up to the payment three days later.
  1. Landing page1,000
  2. Signed up180 · 18%
  3. Started checkout64 · 36%
  4. Paid41 · 64%
An illustrative funnel: a page, two goals and a payment. The percentage is of the step before.

See where visitors drop off before they pay

A funnel is up to eight steps in order, each a page, a goal or a payment, counted across visits. It shows how many people reached each step, how many were lost between steps, and how long the steps took.

  • The payment step comes from your provider's webhook, so the funnel ends at real revenue, not at a thank-you page.
  • A checkout hosted by your provider is on its domain, not yours, so track the step before it with a goal (checkout_started when the button is clicked) and let the payment step close the funnel.
  • Where the drop is biggest is where to work: the signup form, the plan page, or the checkout itself.

A payment step shows how many visitors made a payment after completing the previous step, along with the revenue from those payments. Refunded payments are excluded. About conversion funnelsHow funnels work

Built for founders who care about customers, not just clicks

Traffic in one tool, revenue in another, support in a third, and a spreadsheet to join them. SuprAnalytics keeps the pieces that matter to a small team in one place, so a question like "did that Reddit post pay for itself?" has one answer.

  • Website analytics

    Visitors, sources, pages, countries and devices, in real time.

  • Revenue attribution

    Every payment tied to the visits that produced it.

  • Conversion funnels

    From the landing page to the payment, with the drop-off between.

  • Visitor journeys

    One person's visits, pages, goals and payments on a timeline.

  • Live chat

    Talk to visitors with their analytics beside the conversation.

  • All your websites

    Unlimited websites on one account, with one view across them.

It isn't a product analytics suite or a finance tool, and doesn't try to be: no invoices, no ad-spend import. To work out what each customer cost, bring your costs to the free CAC calculator.

Start tracking revenue with your existing plan

Revenue attribution is part of every plan, for every website. The plans differ only in monthly analytics events, storage and how long data is kept.

  • Payments never count as events: only pageviews, goals and outbound clicks do
  • Unlimited websites, each with its own payment providers and attribution model
  • Every plan starts with a 14-day free trial, with no card. One trial per person.
  • Setup: paste the script, then connect each provider's webhook in Settings → Revenue

Plans start at

$9 / month

100,000 analytics events a month, unlimited websites, every feature. Bigger allowances up to 5 million.

Start free trial See all plans

14-day free trial · No card required

Questions, answered.

What is revenue attribution analytics?

Website analytics that ties each payment to the visits that led to it, so every traffic source, campaign and page shows the revenue it brought, not just the visitors. It answers which marketing is making you money.

How does SuprAnalytics connect website visits to payments?

The script gives each visitor an id and records their visits. That id travels to the checkout: tagged onto Polar, Dodo Payments and Paddle checkouts by the script, passed as metadata to Stripe from your server, or as custom data on Lemon Squeezy checkouts. When the provider's webhook reports the payment, SuprAnalytics finds the visitor by that id, or by a known customer id or email, and credits their first or most recent visit.

Which payment providers are supported?

Stripe, Polar, Lemon Squeezy, Paddle and Dodo Payments, each through its webhook. Any other provider, or your own billing, can send payments through the payments API with the visitor id.

Can I track revenue from Stripe?

Yes. Add a webhook endpoint in Stripe and paste its secret into Settings → Revenue. Pass the visitor id as metadata when you create a Checkout Session, or as client_reference_id on a Payment Link. Paid sessions count once, later subscription invoices count as renewals, and full refunds are applied.

Can I track Polar and Dodo Payments revenue?

Yes. Connect each one's webhook in Settings → Revenue. Polar checkout links and Dodo payment links need no code: the script adds the visitor id when a visitor clicks them. For checkouts created on your server, pass the visitor id as metadata. Renewals and refunds, full or partial, are counted for both.

What is the difference between first-touch and last-touch attribution?

First touch credits a payment to the visit that first brought the customer to your website, whenever that was. Last touch credits the visit the payment happened in, even a direct one. First touch tells you what finds customers; last touch tells you what closes them. It's a setting per website, and reports recalculate when you change it.

Can I track subscription renewals and refunds?

Yes. Renewals are marked as renewals and credited to the customer's original visit with every provider. A full refund marks a payment refunded everywhere; partial refunds lower the amount with Polar, Paddle and Dodo Payments, are ignored for Stripe, and mark the whole payment refunded with Lemon Squeezy. Lifetime value includes both.

Does revenue attribution work across multiple websites?

Yes. Every plan includes unlimited websites. Each website connects its own payment providers and chooses its own attribution model and reporting currency, and the websites overview shows every website's revenue together.

More features

All features

Stop counting visits. Start understanding revenue.

Connect your website and your payment provider, and see which marketing channels bring paying customers.

Start free trial Explore live demo

14-day free trial · No card required · Revenue attribution on every planConnect a payment providerComing from DataFast?