Heritage Clothing
Heritage Clothing is a Shopify ecommerce brand specialising in African fashion, with an SEO strategy built around transaction-level revenue attribution through TouchFlow. Every organic sale is tracked and verified at order level: not estimated, not averaged, but confirmed against real transactions.
Key results
- SEO-attributed revenue tracked and verified at order level through TouchFlow, with every organic sale matched to a specific product and search term
- Individual SEO-attributed order values from £54.98 to £260.10 tracked across a 30-day window, with channel and touch-point data per transaction
- Attribution separated at order level, with organic, assisted and direct clearly distinguished so the SEO programme is accountable to real commercial outcomes
Before
Strong brand, no clear picture of what search was delivering
Heritage Clothing had a strong brand identity and a growing product range built around African fashion. Organic search was driving traffic, but there was no way to see what that traffic was actually worth commercially. Rankings gave an impression of visibility. Traffic data gave a volume. Neither answered the question that mattered: which products were being found through search, which terms were converting, and what was SEO actually delivering in revenue?
Without that visibility, the strategy was built on assumptions. Content decisions, optimisation priorities and investment levels were all guided by proxies rather than outcomes. The data existed at the order level, but it was not connected to search in a way that made it usable.
Insight
Revenue attribution changes what you optimise for
When you can see exactly which products organic search is finding, which terms are converting and what each order is worth, the entire focus of SEO shifts from chasing traffic to building commercial performance. The difference between a strategy guided by ranking reports and one guided by verified revenue data is the difference between assumption and accountability.
For an ecommerce brand in a competitive category, that distinction matters. Every optimisation decision carries an opportunity cost, and without revenue-level data, there is no reliable way to prioritise correctly.
Challenge
A competitive fashion category with no revenue baseline to build from
African fashion is a growing and competitive category, with strong brands competing across a wide range of products and price points. Building an SEO strategy that could cut through required more than broad keyword targeting. It required a content approach tied directly to the products that were commercially viable, and a measurement framework that went beyond traffic and rankings to show actual revenue contribution.
Keyword decisions, content priorities and optimisation work all needed to be tied to what was actually selling. That meant connecting the SEO programme to real transaction data from the outset, not treating attribution as a reporting exercise to run at the end of each month.
Results
Revenue attribution in practice
With TouchFlow connected to the Heritage Clothing store, the data shows exactly which products are being found through organic search, which terms are converting, and what SEO is contributing to revenue at any given point. That visibility changes how the strategy is managed. Decisions are not based on periodic reporting or estimates. They are based on verified numbers, updated continuously.
What is working gets built on and what is underperforming gets addressed. The result is an SEO programme that is directly accountable to commercial outcomes, where every piece of content and every optimisation decision is measured against what is actually selling.
If you want to see exactly what organic search is contributing to your revenue, at product level, at order level, in real time, call us on 0800 999 1339 or email hello@successonsearch.com.
