Attribution: what each platform claims, and what really sold

Meta, Google, TikTok and Klaviyo each count sales their own way. Here you see their claim next to the real Shopify orders we can tie to them, in money.

1. Open Attribution and pick the days at the top. Compare shows the days before next to them.
2. Each row is one channel. Platform says is its own claim. Real sales are Shopify orders we can tie to it, each order counted once. Gap is the claim minus the real sales.
3. Real per £1 and Claimed per £1 show what each £1 of ads brought back, by real orders and by the platform's own count.
4. We can only trace orders that came with visit data. When we can trace under 90% of your orders, the traced sales are a floor: at least that much came from ads, likely more. Then we show no gap, and Sales per £1 of ads, whole store (all sales over all ad spend) sits beside it.
5. How much we can see shows the share of all your orders we can tie to a channel, and what told us: link tags, an ad click id, the site they came from, or their first visit.
6. Press a channel to see its campaigns, then ad sets, then ads. Press See orders to see the orders behind any number: order number, day and amount, never a name or email.
7. Last click gives each order to where the shopper came from last. First click gives it to where they first found you. Press the i to read how each works.

If many orders have no visit data, turn on our pixel in Connections, and add our link tags to your ads so each sale names its ad.