Multi-touch attribution for Shopify

Stop wondering whether your marketing is paying back.

See exactly which channels earn you customers, where shoppers drop off your funnel, and how each piece of marketing actually contributes to the order. Then decide where the next dollar should go — with the math, not gut feel.

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The problem

Most stores cut profitable channels by accident.

Last-click — the model every default analytics tool gives you — answers exactly one question: "what was the visitor looking at right before they bought?" That makes podcasts, influencer content, and brand campaigns look worthless, because they almost never close a sale. So you cut them. Next quarter your top-of-funnel goes quiet and you wonder why.

Different questions need different answers. Ordinary lets you flip the same orders four different ways with one click — no re-pulling, no overnight recompute.

Four models

Four ways to look at the same orders.

  1. Last-click

    Answers: Which channel closed the sale?

    Best for: Bottom-of-funnel: paid search, retargeting, email reactivation.

  2. First-click

    Answers: Which channel first introduced this customer?

    Best for: Top-of-funnel: podcasts, influencer, organic content.

  3. Linear

    Answers: Across the whole journey, which channels showed up most?

    Best for: Long buying journeys where neither first nor last should dominate.

  4. Time-decay

    Answers: Which channels drove urgency right before the buy?

    Best for: Fast-moving categories where older sessions barely influenced the order.

Most teams check two or three models for different questions and settle on one for reporting consistency.

Worked example

How the same $100 order looks under each model

A customer's path: Meta ad on day −10, Instagram influencer link on day −8, email on day −3, then orders for $100 on day 0. The model you pick decides which channel gets credit for that revenue.

Model Facebook Instagram Email
First-click $100 $0 $0
Last-click $0 $0 $100
Linear $33 $33 $34
Time-decay $12 $24 $64

Switch models with one click. Every touchpoint is already on file; the dropdown just changes how credit gets assigned.

The full funnel

Plus the full funnel — so you know where customers are dropping out.

Above the channel breakdown, the funnel chart shows how visitors progress from "landed on your store" to "placed an order." Hover any step for the drop-off rate from the one before. Subscription reorders split out so they don't artificially inflate your conversion numbers.

Attribution answers which channels earn the order; customer analytics tells you whether those customers come back. Both views live in the same dashboard.

  1. Step 1 Sessions Visitors to your storefront
  2. Step 2 Product views Sessions that hit a product page
  3. Step 3 Add to cart Sessions with at least one ATC
  4. Step 4 Checkout Sessions that reached checkout
  5. Step 5 Orders Sessions that converted

Channel taxonomy

Clean channel names, even if your campaign tagging isn't.

Most stores accumulate inconsistent UTM tags over years — Facebook gets called "fb", "facebook_ads", and "FB-PAID" across different campaigns. Ordinary collapses them into one canonical name in your reports. No re-tagging campaigns. No URL rewrites. Your existing data just starts agreeing with itself.

Honest limits

What attribution honestly can't tell you

  • Whether someone saw an ad and didn't click.

    Ordinary credits clicks, not impressions. View-through claims from other tools usually inflate ROAS.

  • Whether the customer would have bought anyway.

    That's a causal question, not attribution math — and it's exactly what Ordinary's built-in A/B testing answers. Run an experiment with a control to measure the real lift.

  • Offline touchpoints.

    TV, podcasts, packaging inserts, retail. Nothing measures them perfectly — Ordinary doesn't pretend to.

Go deeper

Channel-specific deep-dives

Multi-touch attribution gives you the cross-channel picture. These pages cut deeper into individual channels — same first-party data, different lens.

Stop guessing what's earning your revenue.

Last-click is live the moment your first session lands — all four models on Starter and up.

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