General Questions

What is needed for implementation of Roivenue? How long does it take?

Roivenue implementation team takes care of the technical aspects of the implementation.

  1. We will meet you for introductory meeting where we discuss how to share accesses to data with us and how exactly it will be connected. We will also share how to implement Roivenue Measurement on your website. You can also check the instructions here.

  2. Once you share the accesses, we take care of downloading the data.

  3. After you implement Roivenue Measurement, we will be collecting the data and we can finish the implementation.

  4. We schedule a handover meeting where we go over the data with you and agree on the dates of training sessions.

  5. The entire process typically takes just a couple of days from the time you share the data access with us. The time needed depends on the scope of the implementation.

How much historical data can you download?

This is different for each data source.

  • Roivenue Measurement will collect data from the day it is implemented on your website and historical data will not be available.

  • Ad platforms - for all major platforms, cost, impressions and clicks can be downloaded for at least couple of months depending on a platform, often over a year.

How many platform connectors do you have?

We offer connectors for 70+ different ad platforms. The list is available on our website. We are constantly adding more platforms so if you did not find your platform, let us know!

What granularity of data Roivenue offers?

Roivenue by default downloads data on the level of campaign and adgroup/line item but it is not a problem to download and process data on the level of ad creative.

For which dimensions is the AI data-driven model calculated?

We calculate attribution for all dimensions. There is also an option to create custom dimensions and attribution will be calculated for all of these as well.

How many users can have access to Roivenue account?

There is no limit on the number of users. At the beginning we invite any of your colleagues as admins and these admins can then invite any other team members and manage their roles.

Can I add costs manually in Roivenue?

Yes, adding other costs is easy. Go to Data -> Other Expenses and you can create a one time cost (f.e. influencer fee) or a recurring expense (f.e. monthly fee for a tool). You can assign these costs to any dimension. These costs will appear in the performance data and if needed, you can also filter them out with the Investment Type filter - all of the manually added costs will be called Other Expense

What "from Google Analytics" means in dimension name?

It means that this is a source dimension downloaded directly from Google Analytics, contains only data from there and was not combined with ad platform or other data

It will contain information about visits, conversions or revenue but it will not contain any information about costs or impressions.

Typically, you will use these dimensions when creating Custom Dimensions rules to create a rule which assigns conversions to a platform.

What "from Platform" means in dimension name?

It means that this is a source dimension downloaded directly from Ad Platform (Google Ads, Meta, TikTok etc.), contains only data from that platform and was not combined with the web analytics or other data.

It will contain information about costs, impression and clicks but it will not contain any information about revenue or profit if you select it.

Typically, you will use these dimensions when creating Custom Dimensions rules to create a rule which assigns costs to a platform.

What does "not tracked" mean?

Not tracked are all the conversions which you send in the Transaction feed but they were not tracked by Google Analytics. These conversions cannot be connected to a specific customer journey as they are not in GA at all but we still show them as not tracked so you can keep track of how much of your website traffic is not being measured.

What is "null" or "Other" in Roivenue?

Sometimes dimension value can be null. It happens when part of your data is not assigned to any other value. It can be expected behavior f.e. in Platform Name all the direct and organic traffic can be "null" or "other" Alternatively, if the null seems to be too high, it can be checked in Custom Dimensions where you can adjust the rules what goes under null.

Roivenue Measurement & Path Stitching

How is Roivenue Measurement different from Google Analytics 4?

Website tracking is getting more and more challenging.

  • Less and less data is tracked due to new privacy policies and privacy acts (like GDPR, changes in iOS 14 etc.)

    • Roivenue Site Tracking offers complex solution for every user. One of the key features includes Anonymous Tracking which allows to track every visitor without placing any cookies on them and ensures compliancy with GDPR.

  • Data tracked to GA4 is getting less precise because majority of users is now using multiple devices to acess the internet. That creates their purchase journeys more complex and GA4 is not able to track the user from mobile to desktop and back. As a result, purchase is not correctly attributed to all the channels which participated on converting the user.

    • Roivenue Path Stitching is a solution to this. All the data collected by Roivenue Tracking are used in a machine learning model which can use cookies (if available), location, device info and user behavior to recognize visits from the same user and connect them together into the same journey even if they were realized from multiple devices.

  • GA4 tracks only visits on the website.

    • Roivenue Impression Tracking and Roivenue Synthetic Impressions are solutions to track all the impressions across your marketing mix including any DSP, Meta, TikTok, Snap and other platforms. All these impressions are tracked and included into the customer journey so you can finally effectively evaluate what impact your upper-funnel campaigns have.

Is Roivenue Measurement replacement for Google Analytics?

Shortly answer is that not entirely.

At Roivenue, we focus on the part analysing from which sources are your visitors coming to your website, which of them are converting and which channels are bringing most value. These are areas where Roivenue not only replaces GA but offers much wider options for personalization of the attribution models to tailor it to your business needs.

But Google Analytics also offers analytical features focusing on on-site behavior of your customers. How they go through check out, if they are getting lost on some pages etc. Roivenue does not offer such features.

How to set up Roivenue Measurement for ad Impression tracking?

You need to insert Roivenue Measurement tracking pixel into each ad creative you would like to track. Typically, it can be done within your DSP platform but it always depends if the platform supports 3rd party tracking pixels. You can find the step by step instructions here.

What is Path Stitching?

Path Stitching is an AI-based probabilistic methodology used for connecting touchpoints done by the same user when cookies are not available. Device information, location, user behavior and other parameters are used to recognize touchpoints which were likely done by the same person.

How reliable is Path Stitching?

We have tested our model and found it to be 98% effective in accurately linking the correct touchpoints within a single customer journey. In the Model Settings, you can adjust the strictness level for path building. Setting the strictness higher will result in fewer touchpoints being connected, but with greater precision. Conversely, setting the strictness lower will connect more touchpoints, though the precision may decrease.


Revenue/profit is missing for the last couple of days

The most common reason is that you stopped exporting the data from your backend system. Please check if the export is working correctly. If not, uploading the data will solve the issue and all the conversions will be processed. If the export is working but you still do not see the data, please contact us.

Delivery Ratio is the same for the last 14 days

You probably have Delivery Prediction function switched on. Delivery Prediction changes the last 14 days of data and instead of using real data send in your Transaction Feed, it estimates based on historical data, how many orders will be delivered. You can switch it of in Settings -> Sites -> Delivery prediction

I cannot see costs assigned properly in my custom dimension. What is the problem?

It is possible that you have created only part of the rules - for your web analytics data.

Go to the rule for a value where the costs are missing and check if you have a rule created also for dimensions from ad platforms. If yes, you should see rows with costs in the rules preview. You can find detailed instructions on how to set up custom dimensions in How to Create a New Custom Dimension.

All of a sudden, last couple of weeks of revenue/profit data is missing

This can happen if you are using Transaction Feed and the export of your backend data was send to us through API successfully but the file was empty.

Roivenue takes the feed as a source of truth, so if you send empty data for given days in the feed, it will show in the app as well. Resending the correct file will help and data will reappear with the next processing


How is Net Revenue metric calculated in Roivenue?

If your account has Transaction Feed with backend data connected, Net Revenue matches the value sent in the <revenue> parameter. Roivenue makes no calculations to this metric so it always matches the data from the file. Roivenue shows revenue only from orders which have status "Delivered" in the feed. Revenue from others is not shown in the app. If your account uses only Google Analytics as a source of conversions and revenue, then the Net Revenue metric is exactly matching with GA unless there are duplicate conversions which Roivenue deduplicates and counts only once

Attribution Model

Last Touch Results are different in Roivenue compared to Google Analytics 4

Google Analytics 4 (GA4)

  • Employs a Last Non-Direct Click model. If a conversion follows a direct visit, the conversion credit goes to the last non-direct channel the user engaged with.

  • Direct traffic only receives credit if it's the sole touchpoint in the customer journey.


  • Leverages unprocessed GA4 data, avoiding GA4's post-processing.

  • Its Last Touch model includes direct traffic, giving it more credit initially.

  • Roivenue's AI-driven model then redistributes credit across channels based on their true contribution to the conversion.


  • Scenario: Display > Social > Paid Search > Direct (conversion)

    • GA4: Assigns 100% credit to Paid Search (last non-direct)

    • Roivenue (Last Touch): Assigns 100% credit to Direct

    • Roivenue (AI-driven): Distributes credit based on each channel's actual impact


GA4 and Roivenue differ fundamentally in how they treat direct traffic in the Last Touch model. Roivenue Last Touch model shows the real value of direct and the Roivenue's AI-driven model aims to provide a realistic picture by reassessing the impact of all touchpoints preceding the direct visit. Understanding these distinctions is essential for making informed data-driven business decisions.

How is Roivenue AI-driven Attribution different from Data-driven Attribution in Google Analytics 4?
  • Roivenue combines visits with impressions, effectively offering post-impression attribution and better evaluation of upper-funnel activities. GA4 works only with website visits and significantly skews data towards lower-funnel campaigns.

  • Roivenue Measurement can measure more data thanks to its cookie-less mode. Compared to GA4 Roivenue can capture up to 30% more data which leads to better budget decisions and increased ROI.

  • Roivenue integrates with the ecommerce solution and calculates attribution on a profit level clean from canceled orders and returns. GA4 normally works only with revenue and does not clean the data.

  • Roivenue offers an open customizable AI model which can be tailored according to the needs of each business while GA4 offers a one-size-fits-all black box solution.

  • Roivenue focuses on integration of data from other sources as well so it can include ad costs from various sources and calculate metrics like ROAS in data-driven model. GA4 integrates only with Google Ads and attribution is provided by default only for conversions and revenue.

  • More in-depth analysis is available on our website.

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