Revenue attribution
How Wapify decides that an order came from a WhatsApp message, and what each attribution type means.
Attribution is evidence-based, not assumed. Each attributed order records how it was tied back to a message.
Revenue via Wapify is the number that answers "is this app paying for itself?" It counts orders Wapify can genuinely tie back to a message it sent — and the way it decides is worth understanding, because attribution is where most apps quietly flatter themselves.
Which messages can earn revenue
Three automations carry storefront links and are therefore attributable:
- Upsell — Shop Now on each carousel card.
- Abandoned Cart — Complete My Order.
- Back in Stock — Shop Now.
Campaigns carry tracked links too. COD confirmations and shipping updates don't earn attributed revenue — they're about an order that already exists.
COD confirmation has its own, separate figure: COD value confirmed, the total value of orders customers confirmed on WhatsApp. It's protected revenue rather than new revenue, and it's reported apart from it for exactly that reason.
The four kinds of evidence
Every link in a Wapify message goes through a signed redirect that tags the destination, so an order can be traced back. Wapify accepts four kinds of proof, strongest first:
| Type | What happened |
|---|---|
| Link click | The buyer arrived through the link in the message and ordered in that session. The strongest claim. |
| Customer journey | They tapped the link, left, and came back later. Shopify's own customer-journey tracking still records the visit, and Wapify reads it once it's available. |
| Recovered checkout | They completed the exact checkout the abandoned-cart message was about. |
| Recovered cart | They had a cart Wapify messaged them about and went on to order — by some route that left no trace on the order at all. |
Why the second pass exists
Landing-page evidence is fragile. Password-protected storefronts record the password page instead of the real landing URL, and a purchase that starts on a phone and finishes on a laptop loses the tracking parameters entirely. The delayed customer-journey check catches those — and it only runs for orders whose customer received an attributable message in the last week, so it stays cheap.
Why "recovered cart" has no time limit
The other types expire after seven days. Recovered carts don't, and that's deliberate: the cart itself is the evidence. Wapify messaged this customer about this cart, the cart was never completed, and then they ordered. Whether that took two hours or two weeks, it's the same recovery — and it's already being reported as one in the Abandoned Cart tab, so it would be inconsistent to count it there and not here.
Where the number appears
- Your dashboard — Revenue via Wapify, with the order count, for the last 30 days.
- Analytics → Overview — over your chosen date range.
- Each automation's tab — the orders and revenue that automation specifically drove.
- Campaign results — recipients who ordered afterwards.
Reading it honestly
A few things worth knowing before you quote the number at anyone:
- It's a floor, not a ceiling. Attribution catches what it can prove. A customer who read the message, never tapped it, and bought a week later from a search result isn't counted — and that genuinely happens.
- It doesn't claim credit for everything. COD confirmations, which are usually the highest-value thing Wapify does, contribute nothing to this figure at all.
- It's revenue, not profit. Discount codes attached to upsells and cart recovery come out of your margin, and the figure is gross.
- Each order is attributed once. An order that could be claimed by two messages is counted once, under the strongest evidence.
The most useful comparison is against your Wapify subscription. If Revenue via Wapify comfortably exceeds it, the marketing automations are paying for themselves — and that's before counting the COD orders you didn't ship blind.