An impression tells you that a module rendered. A click tells you that someone interacted. Neither one is an order.
Three layers of evidence
- Exposure: the offer rendered.
- Behavior: the shopper clicked, accepted, or added an item.
- Order fact: Shopify recorded the resulting order line and valid attribution lineage connects it to the touchpoint.
Why the distinction matters
If every click becomes revenue, a busy store can look successful even when discounts fail or orders are cancelled.
Read the delay as part of the system
Events, order updates, attribution facts, and daily metrics can arrive at different times. A temporary zero may reflect delay or missing lineage.
A practical reporting check
Compare unique impressions, accepted actions, purchased orders, attributed line revenue, and Shopify order events for one touchpoint and one day.