Reconcile orders, attribution and refunds
In the three-order example, the two organic-attributed orders retain USD 140 after the return, while USD 40 remains unattributed. Keep those totals separate and state the accounting basis. Joining order and refund records resolves the arithmetic without converting an attribution rule into proof of acquisition causality.
Worked example — illustrative data.
| Order | Attribution and gross amount | Adjustment and retained amount |
|---|---|---|
| A101 | Organic landing /desk-lamps/; USD 100 | USD 20 return; USD 80 retained |
| A102 | Organic landing /arc-lamp/; USD 60 | No return; USD 60 retained |
| A103 | Unknown source; USD 40 | No return; USD 40 retained |
For this illustrative cohort, organic-attributed retained revenue is USD 140 and unknown retained revenue is USD 40. State whether tax, shipping and discounts are included before calculating. Join records through an approved transaction identifier and use consistent time zones and currency. Decide whether the cohort follows order date or landing-session date. Keep refunds attached to their original order rather than calling the refund date a new acquisition.
Decision: Use this reconciliation to investigate gaps, not to declare a channel caused every order assigned to it. Resolve duplicates and unknown rows before comparing landing pages.
Late returns change the maturity of a revenue cohort: A return can arrive after the reporting period closes. Publish the cohort’s maturity date and restate it consistently, or clearly separate later returns. Do not compare a settled older cohort with a fresh one as though both are final.
Continue with Guides for stores, software teams and local businesses, Conversion tracking for orders and qualified leads and Verify purchase and demo events after a website change.
For purchase and refund event definitions, see Google Analytics ecommerce event documentation (checked November 2026).