All Sources

All Sources shows where your sales come from across every channel: paid ads, organic, email, affiliates, and direct. Each ad platform only sees its own clicks, so no single platform dashboard can tell you how your channels work together. All Sources uses the click and order data from Kendall's website pixel, so you get the whole customer journey in one place and can switch between attribution models.

You'll find it under Attribution → All Sources.

Attribution data ramps up over time. Kendall backfills your sales and ad spend from Shopify and the ad platforms, but it can't backfill customer-journey data from before you installed the pixel. The pixel is like a camera: it only records once it's switched on. Give it a week or two to season so it captures full journeys, from first visit to purchase, before you read too much into attribution.

What you can answer with it

Which channels and campaigns are driving sales, and new customers specifically.
How a source's numbers change under a different attribution model or window.
Whether a channel is really profitable, or just picking up inflated credit from overlapping clicks.
How your numbers compare to what Meta or Google report.

The filters

The report is controlled by the filter bar at the top. The defaults are usually what you want.

Filter	Options	Default	What it controls
Platform	Meta, Google, TikTok, Snapchat, Microsoft, Pinterest, AppLovin	—	Narrows to one ad platform. Only platforms you've connected appear.
Date	Date range	—	The reporting period, in your store's timezone.
Date Type	Click Date / Event Date	Click Date	Whether a row is counted by when the click happened or when the order happened.
Model	Kendall Attribution, Any Click, First Click, Last Non-Direct Click	Kendall Attribution	How an order's credit is split across the clicks in the journey.
Customer Type	New / Returning	—	Restrict to first-time or repeat buyers.
Window	1, 7, 14, 30, 60, 90, 180 days	180 Days	How far back before an order a click can still earn credit.

You can also type in the table's search box to filter rows by keyword, such as a campaign name. The totals recalculate to match the rows you've filtered to. For exactly how each column is calculated, click the blue ⓘ icons in the table, or see the Metrics Glossary.

Choosing an attribution model

The Model filter changes how an order's credit is split across the ads a customer clicked. Kendall Attribution is the default because it lines up most closely with what Meta and Google report.

Kendall Attribution: last click per channel.
Any Click: every click gets full credit. Good for ranking campaigns against each other, but it double-counts at the channel level.
First Click: the first ad in the journey. Shows what's bringing people in.
Last Non-Direct Click: the last ad before the order. Shows what's closing the sale.

The Attribution Models page walks through each one with a worked example.

Whichever model you pick, Kendall's attributed sales and ROAS come from the pixel on your own site, not from what Meta or Google claim.