Why visitors are the wrong measure
Most dashboards rank channels by visitors. A channel can send the most visitors and the least revenue. A small newsletter or one forum thread can send few people who all buy. If you put time and money where the visitors are, you can grow the wrong channel.
The useful question is: which channel brings the people who pay? To answer it, the payment must be joined to the visit that came before it. twelvebit does that when you connect Stripe, Polar, Lemon Squeezy, Paddle, Dodo Payments, Shopify or WooCommerce. If you also sell on Amazon, connect your seller account: Amazon sales show next to the website as their own source, because Amazon does not say which visit an order came from.
Where twelvebit shows it
Open the Overview. The card on the left has four tabs: Channel, Referrer, Campaign and Keyword. Each row shows the revenue and the visitors of that source. The label Revenue: last touch tells you the model: each payment counts once, for the visit before the payment, so the rows add up to the total. Revenue that no visit can claim stays on its own row, so nothing is hidden.
Above the cards, What stands out writes the finding as a sentence, for example "Each visitor from Email is worth $1.85, 1.3× the site average of $1.46." Click a card and the whole dashboard filters to that source.
