The right measurement for your marketing decisions
Compare channel and ad contribution in one place. See how customers reach a purchase, so you can decide where to invest and what to improve.
Custom carts
Summary
Store Analytics
Total Sales over time
$9,888.86Every layer of attributionA clearer view of growth
Connect business goals, channel measurement, ad optimization and customer data in one attribution framework.
Balance overall returns with new customer growth
MER shows overall ad efficiency. NCCPA shows the cost of acquiring new customers. Together, they help you assess both the return on current spending and the cost of growing your customer base.
See what your total ad spend returns
MER is shown as Blended ROAS in your dashboard: total sales divided by ad spend. It gives you a store-wide view beyond individual platform reports, helping you assess efficiency before increasing your budget.
Total sales ÷ ad spend
Keep new customer growth in view
Repeat purchases can support overall returns. NCCPA isolates the cost of acquiring new customers, helping you assess acquisition efficiency. Compare overall and channel-level costs with brands at a similar average order value to find room to improve.
Understand channel value from different angles
Combine what customers tell you, recorded touchpoints and channel-level estimates to guide your next budget decision.
Where did customers first find you
Customers may discover you through a creator and buy through search. Surveys capture the sources they remember, adding context that clicks alone can miss.
Explore Post-Purchase Survey →Which touchpoints contribute to a purchase
Compare how attribution models credit recorded touchpoints. Understand the role of campaigns and ads before deciding what to optimize.
Explore multi-touch attribution →How do channels contribute overall
Use aggregated historical data to estimate channel contribution and inform budget planning. Available through a separate MMM offering.
Explore MMM →Cross-check channel performance
Make better-informed budget decisions
Compare tracked contribution, customer-reported discovery and channel-level estimates before changing spend.
Decision → Increase spend in steps
01Test room to grow
When all three signals support a channel, test a gradual budget increase.
IN ATTRIBULYTrack new-customer CPA and ROAS as spend grows.
02Look beyond the final click
A video can introduce the brand; search or email may close the sale.
IN ATTRIBULYReview early touchpoints and conversion time, then check MMM before cutting spend.
03Check who drives the return
Repeat purchases can mask rising new-customer costs.
IN ATTRIBULYCompare new and returning customers, then review prospecting and retargeting spend.
Find the ads worth investing in
Look beyond channel totals. Compare ad performance and customer journeys to decide what to keep, improve or investigate.
AI completes the purchase
See what led to it
A customer clicks an ad, explores a product through email, then buys through AI shopping. Attribuly connects these touchpoints in one conversion path, revealing the marketing activity behind the sale.
Use attribution models, revenue and time to conversion to assess the touchpoints involved and inform your ad and email investment.
Find the content that brings buyers
A buying guide gets more conversions, while a product comparison earns more revenue from fewer conversions. Looking at traffic alone can hide that difference.
Switch between source, medium and landing page to see where organic conversions and revenue come from, and decide which content to develop next.
Look beyond ROAS before you invest
A channel with higher ROAS may also cost more to acquire a new customer. Add new-customer CPA, historical LTV and net profit to assess acquisition efficiency alongside return.
Use Edit columns to bring the metrics you need into the same view.
See contribution before the last click
The last click tells only part of the story. Compare attribution models to see how recorded touchpoints share credit for a purchase.
Attribution - All
22 metrics shown · Scroll horizontally or edit columns
| Channel | ||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 32.19% | $4,980.51 | 7.41 | 8 | 2.84 | $2,052.06 | $1,154.29 | $674.53 | 21.04% | $672.13 | $161.09 | 4.77 | 56,011 | $12.00 | 560 | 0.75% | 470 | $1.20 | $236.89 | $768.45 | |||
| 16.96% | $0.00 | — | 4 | 1.5 | $860.06 | $483.79 | $564.42 | 42.00% | $0.00 | — | — | 0 | — | 0 | — | 0 | — | — | $611.19 | |||
| 12.54% | $0.00 | — | 3 | 1.11 | $632.14 | $355.58 | $414.84 | 42.00% | $0.00 | — | — | 0 | — | 0 | — | 0 | — | — | $607.82 | |||
| 11.26% | $0.00 | — | 3 | 0.99 | $1,038.67 | $584.25 | $681.63 | 42.00% | $0.00 | — | — | 0 | — | 0 | — | 0 | — | — | $1,111.59 | |||
| 10.76% | $5,347.93 | 3.49 | 3 | 0.95 | $906.07 | $509.66 | -$936.26 | -66.13% | $1,530.86 | $1,097.39 | 0.92 | 127,572 | $12.00 | 1,276 | 0.11% | 1,072 | $1.20 | $1,613.81 | $1,014.86 | |||
| Total | 12.96 | $10,593.65 | $10,328.44 | 4.57 | 26 | 8.81 | $6,779.94 | $3,813.71 | $2,189.17 | 20.66% | $2,260.16 | $174.36 | 4.69 | 188,347 | $12.00 | 1,884 | 0.69% | 1,582 | $1.20 | — | $256.41 | $817.25 |
Channel · Conversion trend
Better attribution starts with better data
Connect first-party Shopify events—from product views to purchases and refunds—with customer identities and marketing touchpoints for a fuller view of the journey.
Send customer events to GA4 for journey analysis, and enriched signals to ad platforms and Klaviyo for conversion reporting, retargeting and recovery flows.
Explore first-party data & retargeting
Your Shopify store
First-party customer events
- Product view
- Add to cart
- Checkout
- Purchase
- Refund
Attribuly
Collect events. Match identities. Connect touchpoints.
- Server-side tracking
- Identity resolution
GA4
Customer event analysis
Meta · Google · TikTok
Conversion signals & retargeting
Klaviyo
Browse & cart recovery flows
Look beyond the first purchase
Similar acquisition costs can bring different customer value. Compare conversions and historical LTV to see what each channel’s customers have contributed.
Consider customer value alongside acquisition costs when allocating budget, beyond the first purchase.
| CHANNEL | Conversions | Historical LTV |
|---|---|---|
| Google ads | 4.17 | $1,409.41 |
| Bing Ad | 0.31 | $1,346.76 |
| Organic | 0.84 | $1,318.54 |
| Agentic Shopping | 1.46 | $1,267.47 |
| Impact | 0.96 | $1,252.76 |
Trusted by 2,000+ brands
“A great app that offers a lot of insights right at hand!”
“Attribuly has made tracking customer journeys and multi-channel attribution so much easier.”
“The attribution dashboard is what we rely on most…”
“Attribuly has been a helpful tool for understanding our marketing performance across channels.”
“The pixel attribution is incredibly helpful, allowing me to easily identify which ad sets and ads are driving the most sales.”
“Now Attribuly becomes our major source for tracking and performance evaluation of our marketing team.”
“The setup is simple, allowing you to easily view all attributions and send them back to each platform.”
“Attribuly has made tracking customer journeys and multi-channel attribution so much easier.”
“Attribuly has been a helpful tool for understanding our marketing performance across channels.”
“Now Attribuly becomes our major source for tracking and performance evaluation of our marketing team.”
“The pixel attribution is incredibly helpful, allowing me to easily identify which ad sets and ads are driving the most sales.”
“Now Attribuly becomes our major source for tracking and performance evaluation of our marketing team.”
“The setup is simple, allowing you to easily view all attributions and send them back to each platform.”
“Attribuly has made tracking customer journeys and multi-channel attribution so much easier.”
“The attribution dashboard is what we rely on most…”
“A great app that offers a lot of insights right at hand!”
“Attribuly has been a helpful tool for understanding our marketing performance across channels.”
“The pixel attribution is incredibly helpful, allowing me to easily identify which ad sets and ads are driving the most sales.”
“The setup is simple, allowing you to easily view all attributions and send them back to each platform.”
“The attribution dashboard is what we rely on most…”
Frequently asked questions
What is multi-touch attribution?
Multi-touch attribution shares conversion credit across eligible touchpoints before a purchase. Compare channels and campaigns using the same attribution rules.
How is Attribuly different from Google Analytics 4?
GA4 helps you understand website and app behavior. Attribuly connects marketing touchpoints with Shopify orders and revenue, so you can compare channel ROAS, explore order journeys and understand customer value. The two tools can work together.
Why do Meta, Google Ads and Attribuly show different numbers?
Platforms use different attribution rules, reporting windows and tracking methods. More than one platform may claim the same purchase. Attribuly applies a consistent cross-channel model so you can compare performance on the same basis.
Which attribution model should I use?
Start with the decision you need to make. First Click highlights discovery; Last Click highlights the final recorded marketing interaction. Linear and Position-Based models distribute credit across touchpoints. Full Impact AI adds estimated ad exposure. Compare models to understand why results differ.
What does Full Impact AI measure?
Full Impact AI estimates the contribution of non-clicked ad exposure alongside recorded clicks and visits. Exposure is modeled from behavioral patterns; it is not a user-level log of verified ad impressions. Model-attributed revenue is different from experimentally measured incremental revenue.
How do attribution, surveys and MMM differ?
Attribution assigns credit to tracked marketing interactions. Post-purchase surveys capture what customers remember. MMM estimates channel contribution from aggregated historical data and is available through a separate offering. These are complementary measurement methods.
How can I compare my performance with other brands?
Compare your new customer acquisition costs with ecommerce brands in a similar average order value range. Overall and channel-level benchmarks show how you rank within that group.
Why does server-side tracking matter?
Browser restrictions and tracking gaps can reduce the events available for attribution. First-party data and server-side tracking help improve event coverage and the conversion signals sent to connected marketing platforms, subject to consent, configuration and platform requirements.
Turn better measurement into better marketing decisions
Connect your Shopify store. See what your channels, campaigns and customer journeys reveal.