In short. Use an AI channel segment with an assistant Referrer Name filter to compare ecommerce orders, revenue, purchase conversion rate and average order value in Matomo.
Definition: Comparing ecommerce orders from AI assistants in Matomo means filtering recorded purchases by assistant referral source, then comparing order counts, revenue and purchase conversion rates. A segment selects matching visits and the orders made during them; a Sales report groups orders by attribution information stored with the conversion.
Key facts
- As of 17 October 2026, Matomo's AI traffic and KPI guide directs ecommerce analysis to an AI channel segment and Ecommerce reports, with revenue available when ecommerce tracking is enabled.
- Matomo's ecommerce setup guide requires both enabling ecommerce for the website in Matomo and integrating ecommerce tracking with the store.
- Matomo's ecommerce reporting guide explains that Sales reports and visit segments can produce different order totals because attribution can credit an earlier visit.
How is an assistant source selected?
Matomo's AI channel documentation places the assistant traffic report at:
Acquisition > AI Assistants
The same documentation gives this segment condition for visits from AI tools across reports:
Channel Type Is ai
For a comparison between individual assistants, a segment can combine that channel condition with a Referrer Name condition. Matomo's segment reference lists Channel Type, including the value ai, and Referrer Name as acquisition dimensions.
The segment editor guide documents combining conditions with AND and using suggested values from the recorded data. The TEST button displays matching visits; Save & Apply saves the filter. Repeating this configuration for each assistant produces separate visit groups for the ecommerce comparison.
Which ecommerce figures belong in the comparison?
Matomo's ecommerce metric definitions distinguish Ecommerce Orders, the number of website sales, from Products Purchased, the number of products within those orders. Ecommerce Orders Conversion Rate measures the percentage of visitors who purchase. Average Order Value is total revenue divided by the number of orders.
A comparison can therefore show each assistant's order count alongside its purchase conversion rate and average order value. Total Revenue includes tax and shipping, with discounts subtracted; the subtotal excludes shipping and tax.
In Matomo's Ecommerce Overview documentation, the selected segment and date range determine the conversion summary. Keeping the reporting period the same for each assistant makes the comparison cover the same dates. The overview's Choose metrics menu plots Ecommerce Orders, Conversion Rate, Total Revenue, Purchased Products or Average Order Value over time.
Why can a Sales report show a different order count?
Attribution assigns a conversion to a source. Matomo's ecommerce reporting explanation states that Sales reports use information saved with the conversion, including referrers and campaigns. A segment filters visits, then counts purchases occurring during those visits. Marketing attribution can assign an order to an earlier non-direct visit, producing a different total from a visit-based filter.
For an individual purchase, Matomo's Sales visit-log FAQ points to Visitor Profile, which shows successive visits, their entry channels, actions and conversions.
Related terms
- Where do I find AI assistant traffic in Matomo?
- How do I create a Matomo segment for one AI assistant?
- How do I report goal conversion rates for AI traffic in Matomo?
- How do I inspect individual AI referral visits in Matomo?
FAQ
Why is the Ecommerce menu missing?
Matomo's setup instructions say to edit the website under Administration > Websites, select Ecommerce enabled, choose the currency and save. The Ecommerce menu then appears; your store also needs the ecommerce tracking integration.
Does Average Order Value count products or orders?
The metric definitions divide total revenue by orders. Products Purchased is a separate measure of the products contained in those orders.
Can the same AI channel filter cover historical visits?
Matomo's AI channel guide says the new channel applies to data collected after the Matomo Cloud update. Older visits retain their original channels, although the dedicated AI Assistants report may show past data using known AI referrers.
Sources
- Matomo, "Measure AI traffic, conversions, and KPIs with Matomo", undated
- Matomo, "Set up Ecommerce Tracking in Matomo", undated
- Matomo, "How to track and analyse traffic from AI Assistants (like ChatGPT) in Matomo reports", undated
- Matomo, "Segmentation in the API", undated
- Matomo, "Build custom segments in Matomo", undated
- Matomo, "Data measured and reported by Ecommerce Tracking", undated
- Matomo, "Analyse Ecommerce reporting to improve your sales", undated
- Matomo, "Why is there no data for the Channel Type segmented visit log in the Ecommerce Sales report?", undated
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