The Attribution page

Instead of switching between separate tabs for Meta and Google, the Attribution page shows every channel in one table: Meta Ads and Google Ads (each expandable into real campaigns), plus rows for Organic and Social traffic, Klaviyo email traffic, and anything Excluded from marketing entirely — like point-of-sale or Amazon orders, which are real revenue but have no ad channel behind them.

A totals row at the bottom adds up spend, purchases, and revenue across everything above it, so you always have one number for the whole table, not just per row.

Click a channel to expand it into its campaigns. Click a campaign to see its ad sets. Click an ad set to see the individual ads inside it. This goes as deep as the ad platforms themselves let you go — down to a specific creative.

Tutti Attribution vs. Platform Attribution

A toggle at the top of the table switches every number in it — ROAS, purchases, cost per order — between two views: what Tutti's own reconciliation actually found, and what the ad platform itself is self-reporting. When they agree, that's a good sign. When they don't, that gap is worth understanding — it usually means the platform is taking credit for a sale that real evidence doesn't actually support.

If several campaigns were active at once and there's no real click id or session evidence pointing at one specific campaign, that revenue shows up honestly as unattributed within that channel — rather than being split arbitrarily across campaigns or credited to whichever one a database query happened to return first. See Why It's Different for why that matters.

This page also breaks your revenue into three groups: Resolved (Tutti found a confident channel), Ambiguous (real evidence pointed at more than one channel, with nothing to pick between them), and Unmatched (not enough evidence either way). Underneath the summary, you can see the actual list of ambiguous orders — not just a count — so you can look at exactly which ones and why.

A trend chart alongside it shows how that Resolved share has moved over time, so you can see whether Tutti's picture of your revenue is getting clearer as more data comes in, not just what it looks like today.