Order Intelligence

The Order Intelligence Dashboard gives you powerful insights into the performance of each individual order and how it contributes to your overall profitability. Whether you're optimising campaigns, refining customer journeys, or identifying top-performing products, this is where data turns into action.

Use Cases

• Identify high-performing traffic sources and reallocate your budget.
• Pinpoint orders with high contribution margins to feature in your campaigns.
• Investigate low-performing channels with high costs but low returns.
• Monitor average order value dips to inform product bundling strategies.

What You’ll See at a Glance

• Total Orders: Track the volume of orders over time and spot trends instantly.
• Average Order Value (AOV): Understand how much your customers are spending per order.
• Gross Profit: View your cumulative profit before expenses.
• Revenue to Cost Ratio: See how much revenue you’re generating for every dollar spent.

Traffic Source Attribution

Easily switch between four attribution models to get a better view of what’s driving conversions:

• Linear – Equal credit to every touchpoint in the customer journey.
• Linear Paid – Same as above, but only considers paid sources.

When to Use

• When you want a balanced view of the contribution of each marketing touchpoint.
• Suitable for campaigns where every interaction plays a significant role in the conversion process.

Advantages

• Provides an equitable analysis of all marketing efforts.
• Ensures that no single channel or interaction is over or under-valued.

Example

• Imagine a customer who clicks on a IG ad, followed by a blog post link in a marketing email. They then click on a retargeting ad on Facebook. Finally, they click on a Google search ad and make a purchase. In the Linear (All) model, credit is equally distributed among all touchpoints (IG ad, blog post link, Facebook retargeting ad, and Google search ad), showing that each interaction played a part in the conversion. In the Linear (Paid) model, credit is equally distributed among all paid touchpoints (Twitter ads, Facebook retargeting ad, and Google search ad). </aside>

• First Click – 100% of the credit goes to the first touchpoint.

• Last Click – 100% of the credit goes to the final touchpoint before conversion.

When to Use

• First Click: To identify which channels or ads initiate customer interest and generate awareness.
• Last Click: To understand which channels or ads are most effective at converting prospects into customers.

Advantages

• First Click: Highlights the effectiveness of top-of-the-funnel marketing efforts.
• Last Click: Focuses on the touchpoints that seal the deal, aiding in optimizing lower-funnel activities.

Example

• Imagine a customer who first sees a Facebook ad and clicks on it but doesn't make a purchase. Two weeks later, they receive an email from your brand, click on it, and still don’t buy. Finally, they see a Google search ad, click on it, and decide to make a purchase. In the First Click model, the Facebook ad receives all the credit because it was the initial touchpoint that started the customer's journey. In the Last Click model, the Google search ad would receive all the credit. 

Use these models to uncover which channels consistently drive high-value and high-profit orders.

Order-Level Insights

Every row in your order table includes:

You can search, sort, or filter orders by ID, customer, or source to focus on what matters most.

Order Details View

Drill into each order to understand the full profitability picture.

Using our Pixel, you can identify what is the dominant source that encourage this purchase, whether it is through the Google search, Meta ad or your Klaviyo flow. When you click on an Order ID in the Order Intelligence Dashboard, you'll land on the Order Details View—a deep dive into the financial anatomy and customer journey behind each purchase.

Purchase Details

Every item in the order is listed here along with:

• Product Name
• Quantity
• Individual Price
• Subtotal

Great for identifying which SKUs are repeatedly part of high-margin orders.

Activity Log: Customer Journey Snapshot

See the steps that led to conversion:

• Campaign Attribution: Shows the paid source (e.g. Google Ads) that brought in the customer.
• Click Details: Campaign name, ad set, placement, and even the exact clicked URL.
• Timeline: When the ad was clicked and when the order was completed.

This helps you connect ad spend to real revenue and make smarter decisions around targeting and placements.

Why it Matters

• Identify which products and bundles drive high profit.
• Track ROAS down to the order level.
• Understand which ad campaign actually converted.
• Use this intel to refine targeting, bundling, or remarketing.