Shopify revenue

Connecting orders is step 3 of the Shopify setup. Once it's done, Shopify sends Muro every paid order, and the Revenue panel shows what each source, campaign and landing page earned, to the cent. It takes about 3 minutes.

Before you start

• Team plan or free trial. Connecting orders and seeing revenue amounts needs the Team plan or an active trial. On Starter, the checklist shows See exact revenue by source with Team instead of the form.
• You're the project owner. Only the owner can connect, reconnect or disconnect a store. Members see the checklist without the setup instructions.
• Steps 1 and 2 are done. The tracking script and the Muro pixel are what tie each order to a visit. Without them, orders still arrive but can't be attributed. See Install on Shopify.
• Your store's .myshopify.com domain. Shopify shows it under Settings → Domains. Use it even if your store has a custom domain.

Each store can be connected to one Muro project at a time.

Create the app in Shopify

Muro connects through a custom app that you create and own, with read-only access to orders. Open Settings → Integrations → Shopify in Muro, find step 3 Connect orders for exact revenue, and follow along there or here.

Connect in Muro

Back in Settings → Integrations → Shopify, fill in the form under step 3:

Click Connect orders. When it works, step 3 turns green and reads Orders are connected. Revenue appears within a minute of each payment. The step also shows your store, its currency, and when the last order was received.

Muro only reads orders. It never reads customer names, emails or addresses.

Earlier orders

Muro records orders from the moment you connect. Within about a day, a catch-up also picks up orders from roughly the 48 hours before you connected. Older order history isn't imported. Those earlier orders usually show as Unattributed or via Shopify, because Muro may not have seen the visits behind them.

If connecting fails

Muro tells you what Shopify said and highlights the step to go back to.

The Revenue panel

Once orders are connected, the Revenue panel appears on your Dashboard, below Top insights. Until the first paid order arrives it reads Waiting for your first order….

• Stats: Revenue, Orders and Avg. order value for the selected date range, each with its change against the previous period of the same length.
• Chart: revenue over the range, bucketed like the main chart, in your project's timezone.
• Coverage line: N% of revenue attributed, the share Muro could tie to a visit. Hover the hint icon for what lowers it.
• Breakdown tabs: Source, Campaign, Landing page, Country and Device, with Orders, Revenue and Share columns. View all opens every row. The Source tab prefers an order's utm_source over its referrer, because a tagged link names its source more precisely.
• Special rows: Unattributed for orders Muro couldn't tie to a visit, and a via Shopify badge where the source came from Shopify instead of the pixel.

The panel always covers the whole project for the selected range. Dashboard filters don't change it, and it shows Filters don't apply to revenue while any are on.

If you've added the pixel but haven't connected orders, the panel shows a Purchases count reported by the pixel, plus a Connect your Shopify orders to see exact revenue button. Pixel events can't be verified, so Muro shows counts only, never amounts.

How attribution works

First touch

Muro credits an order to the first touch: the source that first brought that buyer to your store. If someone found you through a newsletter on Monday and came back by typing your URL on Friday to buy, the newsletter gets the credit.

The pixel remembers a buyer's first touch for 30 days. When Shopify reports that the visitor hasn't allowed analytics, the pixel keeps the first touch for the current browser tab only.

Attribution order

For each paid order, Muro takes the first of these that it can find:

1. The pixel's first touch. The source, campaign and landing page the pixel remembered for this buyer.
2. The purchase session's first pageview. If the pixel had no first touch, Muro uses where the session that ended in the purchase started.
3. Shopify's own data. If Muro has no visit at all for the order, it uses the referring site and UTM parameters Shopify recorded. These rows carry a via Shopify badge.
4. Unattributed. If none of the above is available, the order still counts in revenue, in its own Unattributed row.

Unattributed is never folded into Direct. Direct means Muro saw the visit and it had no referrer. Unattributed means Muro couldn't tie the order to a visit at all.

Unattributed and "via Shopify"

An order usually ends up Unattributed because:

• the buyer's ad blocker or tracker blocker stopped the Muro pixel,
• the buyer never reached the thank-you page,
• the order was created by staff (a draft order, for example), or
• the buyer never answered your consent banner, when the pixel is set to wait for consent.

A via Shopify row means the Muro pixel was blocked for that buyer, but Shopify itself reported where they came from. One source can appear twice in a breakdown, once as Muro saw it and once via Shopify, so each row describes a single kind of attribution.

Attribution coverage

Under the Revenue chart, a line reads "N% of revenue attributed". It's the share of revenue in the selected period that Muro tied to a visit through the pixel or the purchase session (steps 1 and 2 above). Revenue attributed via Shopify and Unattributed revenue is outside that share.

The number is rounded down, so it never says 100% while any revenue is unattributed. Blockers, buyers who skip the thank-you page, staff and draft orders, and unanswered consent banners all lower it.

How the consent setting affects attribution

When you add the Muro pixel, Shopify asks how it should treat visitor consent (the Customer privacy setting). Muro doesn't choose for you:

• Not required matches how the Muro script already runs: cookieless, with no consent banner. Carts, checkouts and purchases are recorded without waiting, so coverage is highest.
• Analytics makes the pixel wait for each visitor's consent. Visitors who never accept your banner aren't tracked at checkout, so fewer orders are tied to a source. Their orders still count in revenue, as via Shopify or Unattributed.

Whether you need consent is a legal question for your store. See Privacy for how Muro collects data.

What counts as revenue

• Paid orders only. Pending and cancelled orders are left out.
• Net of refunds. Muro uses each order's current total, so a partial refund lowers it and a fully refunded order drops out of Revenue and Orders.
• No test orders. Shopify test orders are excluded.
• Online orders only. Point-of-sale (POS) orders are excluded.
• One currency. Amounts are shown in your store's currency. Orders in any other currency are excluded, and the panel says so when a period contains some.
• Dated by payment. An order lands in the period when it was paid, in your project's timezone.

If tracking is paused for the project, or the monthly pageview limit is reached, orders still arrive and count toward revenue, but they show as Unattributed until tracking resumes. If the account's plan is no longer active, new orders aren't recorded until it's renewed.

Purchases in session journeys

In Sessions, a session that ended in a purchase shows the purchase in its journey, for example Purchase — $629.95, with a Refunded or Cancelled badge if that happened later. The amount appears only if you can see revenue: the project owner on the Team plan or a trial, or a member the owner has shared revenue with. See Sessions.

Let members see revenue

By default, project members see order counts but not amounts. Their Revenue panel shows Amounts visible to the owner, with Revenue and Avg. order value locked.

To share amounts, turn on Let project members see revenue in step 3 (it appears once orders are connected). Members then see the same Revenue panel you do, and purchase amounts in session journeys. Turn it off to hide amounts again. See Team members.

Disconnect or reconnect

Disconnect

Click Disconnect store under step 3 and confirm. Muro deletes its order webhooks and its copy of your app secret, and stops receiving new orders. Orders already recorded stay, so your revenue history is kept if you reconnect later.

Deleting the Muro project also disconnects the store.

Reconnect

If Shopify stops accepting Muro's connection (for example, the app was uninstalled or its credentials changed), step 3 shows the reason, such as Shopify rejected Muro's credentials for this store. Reconnect to resume revenue tracking. The owner also gets one email about it.

Fix the cause in the Dev Dashboard, then enter the app's current Client ID and Client secret and click Reconnect orders.

If your plan changes

If you move to Starter while connected, the store stays connected and orders keep recording, but amounts are hidden behind See which sources bring revenue with Team. Upgrading again shows your full revenue history with no gap.

What revenue doesn't cover

• Revenue isn't in the daily digest, Slack posts or insights. Those cover traffic only.
• Dashboard filters don't apply to revenue. The Revenue panel always shows the whole project for the selected range, and it says Filters don't apply to revenue while filters are on.
• No multi-touch models. Muro uses first touch only.
• No full history import. Muro records orders from when you connect, plus about the previous 48 hours.

Verify it works

1. Wait for the next paid order, or place a small real order yourself. Shopify test orders aren't counted. If you refund your own order in full afterwards, it drops out of revenue.
2. Within a minute of payment, check that Last order received in step 3 updates.
3. On the Dashboard, set the range to Today and find the order in the Revenue panel.
4. Open the Source tab to see which source it was credited to.

Next steps