Case study
Store: greengokauppa.fi — Finnish online store, WooCommerce
Channels: Meta ads, Google ads, Omnisend email campaigns
Problem: Attribution data that made paid social look like it wasn’t working
The Situation
Greengokauppa.fi was running Meta ad campaigns and regular email flows through Omnisend. The store was growing, orders were coming in — but when they looked at their analytics, something felt off.
Their channel breakdown showed a large, unexplained chunk of revenue attributed to “referral” traffic. Not Meta. Not email. Referral — as if some mystery website was quietly sending them most of their paying customers.
At the same time, Omnisend was showing significantly more email-driven revenue than their other tools. The numbers didn’t add up, and no one could explain why.
What Revtrace Found
Two separate problems were hiding in the data.
Problem 1: The payment gateway was hijacking last-touch attribution.
When a customer clicked a Meta ad and made it to checkout, many Finnish payment methods (Klarna, Paytrail, Nets) redirect the customer through an external payment page and back to the store to confirm the order. That final redirect — from the payment gateway domain — was registering as the last touchpoint. So orders that genuinely came from Meta ads were being credited to “referral” instead.
The fix was straightforward: exclude checkout, cart, and payment gateway URLs from last-touch tracking so that the return from a payment page doesn’t overwrite the real source. Once applied, referral traffic dropped sharply and Meta ads appeared where they belonged.
Problem 2: Omnisend was claiming credit it hadn’t fully earned.
Omnisend’s dashboard showed email as the top revenue driver — by a wide margin. The reason: Omnisend uses a 7-day click attribution window. If a customer clicked any email in the last week and then bought — even after clicking a Facebook ad in between — Omnisend counted it as an email sale.
Revtrace uses session-based last touch. It credits the channel the customer actually came through immediately before placing the order. The result: email was still a strong channel, but considerably smaller than Omnisend reported. The difference wasn’t email underperforming — it was ad revenue that had been double-counted into the email column.
What They See Now
With accurate attribution in place, Greengokauppa.fi has a clear picture of what is actually driving revenue:
- Meta ads are performing — they were just invisible behind a payment gateway redirect
- Email drives real repeat purchases, but the volume is closer to what session data supports, not what a 7-day window inflates
- The channel breakdown they look at every week reflects what customers actually did, not what attribution windows allowed platforms to claim
“We had no idea which channels were actually bringing us customers — we were just guessing. RevTrace showed us the real picture, and the AI analysis surprised us by recommending we focus on activating existing customers rather than just chasing new ones. I’d recommend it to any WooCommerce store running paid ads.”
Laura Lehti, Greengokauppa.fi
Why This Matters for Your Store
If you’re running paid ads and email side by side, your current analytics are almost certainly double-counting. Every platform — Meta, Google, Klaviyo, Omnisend — has an incentive to claim as much revenue as possible in its own dashboard. None of them talk to each other.
Revtrace sits outside all of them. It tracks the session your customer actually used to buy, not the last ad they saw or the last email they opened within a rolling window.
The result is attribution data you can actually make budget decisions from.
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Revtrace is a first-party attribution platform for WooCommerce stores. Install the plugin in five minutes and see which channels are actually driving your revenue.
