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In case of emergencies or breakdowns, you can send an SMS to our emergency hotline

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+45 29 70 15 95

Send an SMS with the following information:

  • Your name and webshop
  • Description of the problem
  • Your callback phone number

Notes: This service is only for critical situations where your webshop is down or has serious problems. For regular support, please use our normal support channels.

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Sales per channel - see which channels are driving revenue

Find out which channels are generating revenue in your online store. Shoporama's sales per channel statistics show revenue, orders and AOV per channel.

Reading time: approx. {eight} minutes
Shopejer

What does sales per channel show?

Under Statistics → Sales per channel you can see which channels actually lead to sales. It's not enough to know where your visitors come from - you need to know where your customers come from. This page gives you the answer.

The four key metrics at the top

At the top of the page you'll see four maps:

  • Top channel - the traffic source that generated the most revenue during the period
  • Tracked revenue - the total revenue from orders where we know the traffic source
  • Orders with source tracking - number of orders where the traffic source is registered
  • Highest AOV - the channel with the highest average order value

Donut chart and table

The donut chart provides a quick visual overview of the distribution of revenue across channels. The table below shows detailed figures for each traffic source - revenue, number of orders, average order value and share of tracked revenue.

What are UTM parameters?

UTM parameters are small pieces of code you add to your links so you can track exactly which campaign, channel or ad sent a visitor to your shop. A link with UTM parameters looks like this:

dinshop.dk/?utm_source=facebook&utm_medium=cpc&utm_campaign=foraar2026

The most important parameters are:

  • utm_source - where the traffic comes from (e.g. Facebook, Google, newsletter)
  • utm_medium - the type of traffic (e.g. cpc, email, social)
  • utm_campaign - the name of the campaign (e.g. foraar2026, black-friday)

How to add UTM parameters

Add UTM parameters to all links in your campaigns - newsletters, Facebook posts, Google Ads, Instagram bio, etc. You can use Google's free Campaign URL Builder to generate links with the right parameters.

Last-touch attribution

Shoporama uses last-touch attribution, which means that all sales are attributed to the last traffic source before the purchase. If a customer first finds your shop via Google, but later returns via a newsletter and purchases, the sale is attributed to the newsletter.

This model is simple and easy to understand, but be aware that it can underestimate channels that create awareness (like social media) and overestimate channels that capture customers close to the time of purchase (like email and retargeting).

Warning about missing UTM data

If a large portion of your orders are missing source tracking, the page will display a warning. This typically means that you are not using UTM parameters consistently in your campaign links. The more links you tag with UTM, the more complete your picture of which channels are driving sales.

Tips to keep in mind

  • Tag all campaign links - use UTM parameters in newsletters, social media, ads and affiliate links
  • Look at AOV per channel - a channel with fewer orders but higher AOV may be more profitable than a channel with many small orders
  • Combine with other statistics - use the conversion rate statistics and statistics overview to get the full picture
  • Set up server-side tracking - with server-side tracking you also capture conversions from users with ad-blockers