Understand the channels behind your orders.
Your channels share a customer journey. Put them on the same page, compare how they earn credit, and follow the revenue back to your Shopify orders.
First-touch and last-touch on every plan. Multi-touch models on Starter and higher.
Channel totals, revenue trends and the campaigns behind them — using the same attribution model.
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01 / Four perspectives
Change the lens.
Keep the whole picture.
A channel that starts the conversation may not be the one that closes it. Switch models to understand the difference, then use a consistent view for day-to-day reporting.
The same model choice carries through Marketing Mix and your campaign reports.
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| Model | The question it answers | How credit works | Available on |
|---|---|---|---|
| First-touch | Who introduced the customer? | Credits the first tracked touch. | Every plan |
| Last-touch | Who helped close the order? | Credits the final tracked touch. | Every plan |
| Linear | Who appeared along the way? | Shares credit across the journey. | Starter and higher |
| Time decay | Which touches were closest to purchase? | Gives more weight to recent touches. | Starter and higher |
02 / The customer journey
An order has
a lead-up.
A shopper can discover you through an ad, return through search, and buy from an email. Ordinary connects observed visits across sessions, so you can consider the path that led to the purchase.
- 01
Discover
A customer clicks a social ad and browses your store.
- 02
Consider
They return through search to compare a product.
- 03
Buy
An email brings them back for the order.
Illustrative journey. Attribution describes the touches Ordinary can observe; it cannot prove that an ad caused a purchase or recover every missing touch.
03 / From channel to campaign
Find the change.
Follow the detail.
Start with the channels contributing revenue. Use their trends and top campaigns to decide where to look next, with spend and return alongside the orders.
- 01
Compare the period
See how orders, revenue and AOV moved against an earlier date range.
- 02
Open the campaign
Move from a channel's top campaigns into its detailed performance report.
- 03
Keep returns in view
Attributed revenue deducts sales returns, so later refunds can change the return you see.
04 / Good to know
Clear numbers start
with clear boundaries.
Why do some orders appear as Direct?
Some visits have no identifiable source. Ordinary uses tracked visits and available campaign tags on the order; orders without either remain Direct. Complete URL tagging helps give the report more context.
Does attribution measure incremental lift?
No. These models assign credit across observed clicks. They do not tell you whether someone would have bought without the ad, and they do not capture unobserved views or offline exposure.
What's included on each plan?
Free includes first-touch and last-touch reporting with a 30-day report window. Starter and higher add linear and time decay, connected ad spend, ROAS and campaign detail, with history back to installation.
Compare plansGive your next decision a clearer starting point.
Connect your store and see the channels behind your orders, together.
Connect your store