Why is there no data for the Channel Type segmented visit log in the Ecommerce Sales report?

The Ecommerce Sales report by Channel Type shows which channels (e.g., Social Networks, Search Engines, Campaigns) led to Ecommerce conversions. Each row includes the number of conversions attributed to that channel type with the option to view the channel’s segmented visit log.

In some cases, when opening the channel type’s segmented visits log, no data is shown even though the channel shows a visits count.

Channel type attribution is based on the conversion, not the visit. Matomo attributes conversions to the channel that led to the Ecommerce order, while the visit log segment filters visits by entry channel. For example, if a visitor first arrived via Direct Entry and returned later through Social Networks to complete the purchase, the sale is attributed to Social Networks.

Segmentation filters by visit, not conversion. When viewing the visit log for a channel type, Matomo filters visits based on the entry channel, e.g., Channel Type is direct.

Visitors often return via multiple channels, so to analyse how conversions are attributed, explore the reports for Acquisitions and Goals. These reports help you understand overall patterns in how visits and conversions are distributed across traffic sources.

For a more detailed view of individual user journeys, use the Visitor Profile. This shows the full sequence of visits from the same user including entry channels, actions taken, and when conversions occurred.