On the homepage, Traffic sources groups active sessions by their recorded entry source. Internal links between your store domains do not count as referral sources. Direct / unknown means there is no usable campaign or external referral source; it does not prove someone typed your address.
Open Analytics > Reports > Campaign conversion in Store Admin or the mobile app. Choose dates and a sales channel, then run the report. The starting report shows sessions, cart sessions, checkout sessions, purchasing sessions, purchase rate and source coverage by source, medium and campaign.
Each session counts once in the selected period, even when it has several page views or purchases. The session keeps its first recorded entry source when it continues on another day. Sessions are not unique people and are not joined across devices.
Cart, checkout and purchase counts show sessions with each activity during the selected period. They do not require those activities to happen in order. For an ordered sequence, use Ordered journeys. Purchases remain counted after a later cancellation or refund.
Choose Campaign performance to add breakdowns for campaign ID, term, content, source platform, creative format, marketing tactic or landing page. Campaign details depend on the tags supplied in your links and the visitor permissions in effect. Older or unavailable entry sources remain blank; source coverage helps you assess missing data.
Use Acquisition quality for orders, sales and average order value with first-touch or last-touch attribution. Its order dates and attribution model can differ from session activity. Campaign performance does not measure advertising spend or return on advertising spend.
You can save, compare, export and schedule campaign reports. CSV exports include every matching row within the export limits and retain the chosen dates and breakdowns.