Revenue attribution
Learn how Graytower links Stripe payments to visitors and credits known acquisition sources.
Graytower starts with eligible net Stripe revenue: the payment amount less refunds, never below zero. It then tries to link each payment to a visitor using Stripe metadata, a known user identity, or a checkout-started Stripe ID. A linked visitor needs a recorded session before Graytower can assign an acquisition source.
Stripe revenue totals still sync in cookieless mode. Anonymous browser identity and checkout signals are disabled, so matching and long-range source attribution have lower coverage.
| Match level | Meaning |
|---|---|
| Verified | Highest-confidence payment match based on authenticated identity or the visitor ID in Stripe metadata. |
| Strong | A known user ID or exact email linked the payment to a visitor. |
| Observed | A checkout_started call observed a Stripe ID. It does not prove payment success. |
Website → Settings → Revenue shows coverage for these levels. Implementation recipes live in Improve payment matching.
Follow one payment
| Step | Example for Northstar |
|---|---|
| Stripe payment | A customer pays $49. |
| Visitor match | Checkout metadata contains that visitor's _gt_id. |
| Acquisition source | Their first recorded visit came from Google. |
| Experiment outcome | They also entered through a qualified pricing Experiment. |
Graytower counts $49 total revenue once. Google and the Experiment are separate views of the same payment. An Experiment result does not add another $49.
Attributed and unattributed revenue
Attributed revenue has a reliable visitor and source link. Unattributed revenue is still valid revenue, but Graytower cannot establish that link. It does not fill the gap with a likely campaign. See Unattributed revenue for causes and fixes.
Acquisition reporting uses the visitor's first-known source. An experiment can also receive outcome attribution when a qualified tracked entry falls within its window. These are two views of the same payment, not two payments.
If the visitor link or source is missing, the payment remains in total revenue but its acquisition share is unattributed.
Reconcile totals
For each currency, total eligible revenue is the sum of attributed and unattributed revenue. Refunds can lower a payment's contribution. Graytower keeps USD and EUR separate rather than silently adding them.