The exact rules behind every revenue number Ello shows you — strict enough to hand to a CFO, and auditable down to the Shopify order ID.
The short version: A dollar is attributed only when the same shopper session tried on a product and then bought that same product within the window. Only the tried-on line counts, at the discounted price actually paid — never shipping, tax, or the rest of the cart. Refunds within 45 days come back off automatically. Every attributed sale carries its Shopify order ID, and attribution is never used to claim lift — that's the Proof test's job.
A shopper tries on the tee, then orders the tee plus an untried tote. Only the tee's discounted line price is attributed — the tote, shipping, and tax never count.
| Counts | Never counts |
|---|---|
| The tried-on line items, at the discounted price actually paid — if a code took the $40 tee to $32, Ello attributes $32 | Shipping, taxes, and every untried item in the cart |
| Orders tied to a real Shopify order ID — the Receipts table lists every one, exportable | View-through conversions, modeled or projected revenue, industry benchmarks dressed as store numbers |
| Net figures, after refunds | Refunded value — a tried-on item refunded within 45 days is subtracted automatically |
Attributed revenue answers "how much revenue flowed through try-on?" — an association. Some of those shoppers might have bought anyway; try-on users are higher-intent by nature. That is why lift is only ever claimed from the Proof test, where a real control group of your own shoppers browses without try-on. Ello keeps the two numbers separate on purpose.
Auditing your numbers: The Receipts table on the Proof page lists every attributed order with the product tried on, the timestamps, and the order value — matched to Shopify order IDs you can open yourself. Stores on revenue-share deals also get a Billing statement page where every billed line is itemized the same way.
No. Only the tried-on line items count, at the discounted price actually paid. A
Refunds within 45 days of purchase are subtracted from attributed revenue automatically, via Shopify's refund webhooks. The number you see (and any revenue-share invoice) is the net one.
7 days on the standard basis, which is also what invoices use. In Analytics you can view 7, 14, or 30 days — every stat labels which window it's on. Most attributed purchases actually land the same day as the try-on.
No — and Ello won't pretend it is. Attribution measures association (tried on, then bought). Causal lift is measured separately by the Proof test's holdout, where part of your traffic browses without try-on as a control.