> For the complete documentation index, see [llms.txt](https://docs.rafflex.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.rafflex.io/downloads-and-reports/downloads/customer-acquisition-attribution.md).

# Customer Acquisition Attribution

Find out which marketing links bring customers to your site. See customers, orders and revenue for every UTM source, medium and campaign, so you know which channels are working.

***

The Customer Acquisition report shows which of your marketing links are bringing in customers and sales. It groups orders by the tracking information on the link the customer clicked (the source, medium and campaign) and shows how many customers came through each one, how many completed orders they placed, and how much revenue they brought in.

This report works hand in hand with **UTM tags**. A UTM tag is a little bit of tracking information added to the end of a link, for example `?utm_source=facebook&utm_campaign=march_flashsale`. If you have not used them before, start with [UTM Tags](/helpful-info/utm-tags.md), which explains how to create them.

***

### How to Generate the Customer Acquisition Report

1. Log in to your admin panel.
2. Click **Analytics** in the left-hand menu.
3. At the top of the Analytics page, click **Download Reports**. This opens the Downloads page.
4. Click **Generate Report**.
5. Choose **Customer Acquisition** from the list.
6. Choose your **Date Range** (explained below).
7. Click **Submit**.

You will see a **Download Started** message. The report is built in the background and you will receive an email when it is ready. You can also stay on the Downloads page and watch the **Status** column. When it shows complete, click **Download** on that row to save the CSV file. In your downloads list and in the email, this report is called **Customer Acquisition Attribution Report**.

{% hint style="info" %}
**Cannot see Download Reports?** If you do not see the Download Reports button on Analytics, contact Rafflex support. If you are a staff member and cannot see **Analytics** at all, your account may have the **Restrict Financials** restriction. See [Staff Accounts and Access](/managing-your-site/customers/staff-accounts-and-access.md).
{% endhint %}

***

### Filters

#### Date Range

The report includes tracked orders that were placed during this period.

* Choose a quick option: **Last 1 Day**, **Last 3 Days**, **Last 5 Days**, **Last 7 Days**, **Last 14 Days**, **Last 30 Days** (the default), or **Last 60 Days**.
* Or choose **Custom** and pick a **From Date** and **To Date**. A custom range can cover up to 3 months.

{% hint style="success" %}
**Tip:** To judge a single campaign, set a custom range that starts the day the campaign went live and ends a few days after it finished.
{% endhint %}

***

### Which Orders Are Included

This report only includes orders that were **tracked**. An order is tracked when the customer arrived on your site through:

* a link with UTM tags, or
* a link clicked on Facebook (Facebook adds its own tracking code to links), or
* the link in a [dropped basket reminder](/marketing/website-tools/dropped-basket-recovery.md) email.

Orders from customers who typed your address in, used a bookmark, or came back after their tracking had run out are **not** included in this report at all. Tracking lasts for 3 hours from the first tracked click, in the same browser. [UTM Tags](/helpful-info/utm-tags.md#how-rafflex-decides-which-link-gets-the-credit) explains exactly how Rafflex decides which link gets the credit.

{% hint style="info" %}
**Why are my totals lower than my sales?** Because untracked orders are left out, the revenue in this report will usually be lower than your total sales. To see what share of your sales came from tracked links, compare this report with the [Sales Report](/downloads-and-reports/downloads/sales-report.md) or the [Orders export](/downloads-and-reports/downloads/orders-export.md) for the same dates.
{% endhint %}

***

### What's Included

Each row is one combination of **UTM Source**, **UTM Medium**, **UTM Campaign** and **Referrer**. Rows are sorted by **Total Revenue**, highest first, so your best performing links are at the top.

| Column                      | What it shows                                                                                                                                                                                                                                                               |
| --------------------------- | --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| **UTM Source**              | Where the click came from, as written in your link (for example **facebook** or **instagram**). Clicks from Facebook show the website they came from, such as **facebook.com**, even if your link had its own utm\_source. Dropped basket reminder clicks show **rafflex**. |
| **UTM Medium**              | The type of traffic from your link (for example **social**, **paid** or **email**). Dropped basket reminder clicks show **email**. Shows **None** if the link did not include one.                                                                                          |
| **UTM Campaign**            | The campaign name from your link (for example **march\_flashsale**). Dropped basket reminder clicks show **dropped\_basket**. Shows **None** if the link did not include one.                                                                                               |
| **Referrer**                | The address of the website the customer was on when they clicked, if their browser shared it. Shows **Direct** if it was not shared, for example when the link was opened from an email app or a text message.                                                              |
| **Customers Acquired**      | How many different customers started an order through this link in the date range. This includes customers who reached checkout but did not finish paying.                                                                                                                  |
| **Total Orders**            | How many of those orders were completed.                                                                                                                                                                                                                                    |
| **Total Revenue (£)**       | The total value of the completed orders.                                                                                                                                                                                                                                    |
| **Average Order Value (£)** | Total Revenue divided by Total Orders.                                                                                                                                                                                                                                      |
| **Conversion Rate (%)**     | Total Orders as a percentage of Customers Acquired (see below).                                                                                                                                                                                                             |

{% hint style="info" %}
**Seeing Direct in the UTM Source column?** This happens when a link included a medium or campaign but no **utm\_source**. It can also happen with a Facebook click when the app the customer used did not say which website they came from. Always include a source in your UTM links so every order is labelled as clearly as possible.
{% endhint %}

#### Understanding the Conversion Rate

The **Conversion Rate** compares completed orders with the number of customers who started an order through that link.

* **80%** means that for every 10 customers who started an order through that link, 8 completed orders were placed.
* It can go **above 100%**. If 10 customers between them completed 15 orders, the rate shows as 150%. That is a good sign: people who came through that link are buying more than once.
* A low rate can mean customers are dropping out at checkout. It is worth checking your [checkout journey](/managing-your-site/orders/customer-checkout-journey.md) and reviewing your [dropped basket reminders](/marketing/website-tools/dropped-basket-recovery.md).

#### Why the same source can appear on several rows

A new row is created for every different combination of source, medium, campaign and referrer. So **facebook** might appear several times: once with a **Referrer** of **Direct**, once with a mobile Facebook address, and so on. Spelling matters too, so **facebook** and **fb** are treated as two different sources.

{% hint style="success" %}
**Tip: combine rows in your spreadsheet.** In Excel or Google Sheets, create a pivot table with **UTM Source** (or **UTM Campaign**) as the rows and the sum of **Total Orders** and **Total Revenue** as the values. You will get one tidy total per source or campaign.
{% endhint %}

#### "Acquired" does not always mean brand new

A customer is counted against a link whenever they place a tracked order through it, even if they have bought from you before. So this report tells you which links are **driving orders**, rather than strictly which links found brand new customers. To see how many of your buyers are new, run the [New vs Returning](/downloads-and-reports/downloads/new-vs-returning-customers.md) report for the same dates.

***

### Getting Better Results

1. Add UTM tags to every link you share: social posts, ads, emails, SMS, influencer links and affiliate posts. See [UTM Tags](/helpful-info/utm-tags.md).
2. Always include a **utm\_source**.
3. Pick one spelling for each source and campaign and use lowercase every time.
4. Give each influencer or campaign its own **utm\_campaign** so you can compare them side by side.
5. Run this report after each campaign and move your budget towards the sources at the top of the list.

{% hint style="info" %}
Facebook Ads Manager and this report count sales in different ways, so their numbers will rarely match. [UTM Tags](/helpful-info/utm-tags.md#why-facebook-and-rafflex-show-different-numbers) explains why.
{% endhint %}

***

### Related Pages

{% content-ref url="/pages/WosALceSlH3anrZUnvsz" %}
[UTM Tags](/helpful-info/utm-tags.md)
{% endcontent-ref %}

{% content-ref url="/pages/D0AxQZ00kcTt6eT4EnSd" %}
[New vs Returning Customers](/downloads-and-reports/downloads/new-vs-returning-customers.md)
{% endcontent-ref %}