Marketing attribution
Shopify marketing attribution you can check, order by order
Meta, Google and TikTok each claim the same sale. IQsion starts from your store's own orders and shows where each order came from and how sure that is. Every figure says what it rests on: Exact, Verified, Estimated, or only a platform's claim.
Illustration; figures are examples.
1
revenue figure: your store's, net of refunds
4
labels that say what each figure rests on
4
attribution models from the pixel's journeys
2 h
between syncs of store and ad data
The problem
Every platform counts the sale. Your store counts it once.
Ad platforms count a purchase when someone saw or clicked an ad within their window, so the same order is claimed by Meta, by Google and sometimes by TikTok. Added up, the claims are often far more than the store sold.
IQsion keeps your store's revenue as the total and shows each platform's claim beside it, never added to it. Where the numbers part, you see by how much and why.
- Store revenue net of refunds is the only total
- Each platform's revenue shown as that platform reports it
- GA4 compared with the store, with the gap explained
Reconciliation · yesterday
Checked against store ordersGA4 is 8.5% under the store: consent banners and blockers hide part of the traffic. IQsion reports the store figure and tells you the gap.
Illustration; figures are examples.
How IQsion attributes an order
Every order takes the strongest evidence it has, in this order: the IQsion pixel, GA4's record of the transaction, Shopify's customer journey. Every figure on the page carries a label for what it rests on.
Exact
Your store's own orders and revenue, and the spend of every connected ad account. Facts, not a model.
Verified
Orders matched one by one to the channel they came from: by the IQsion pixel, by GA4's record of the same transaction, or by Shopify's customer journey.
Estimated
The orders nothing could match, spread over the channels by GA4's channel mix for the same days, and kept apart.
Platform claim
What Meta, Google or TikTok report for the same days, shown beside the store's figures and never added to them.
Four models
With the pixel, each order's visits in the 30 days before it: read them by last click, first click, linear or position based.
Payment pages are not a source
A shopper returning from a bank's 3-D Secure page or a payment provider is the same visit, not a new referral.
Beyond the last click
See the whole path, not just the last click
Last-click gives the whole sale to the final touch, usually a brand search or a direct visit, and makes the channels that created the demand look unprofitable.
With the IQsion pixel, each order carries the visits before it: the ad that introduced the shopper, the search that brought them back, the visit that ended in the order. First click shows who finds new customers; last click shows who closes the sale.
Visitor journey · order #18151
IQsion pixelDay 1
Instagram ad · new season
Meta Ads
Day 4
Searched the brand on Google
Google Ads
Day 6
Came back by typing the address
Direct
Day 6
Order ₺5,169
First touch
Meta Ads
Last touch (non-direct)
Google Ads
Illustration; figures are examples.
Which attribution model?
With the first-party pixel, the last non-direct visit in the 30 days before the order takes it; with GA4, the order's own session does. With the pixel in place you can read the same order by first click, linear and position based (40% first, 40% last, 20% between).
There is no one right model: first click brings out the channel that finds new customers, last click the one that closes the sale. What matters is that every model looks at the same orders and the total equals your store's revenue.
Common mistakes that break attribution
Payment page returns: when a shopper comes back from a payment provider or a bank's 3-D Secure page, GA4 can start a new session and write the order down as a referral. IQsion does not count these returns as a source.
Untagged ads: Meta ads without a UTM template can look like organic social. A UTM template at ad level solves it.
View counting: platforms also count people who saw an ad and came another way. It is useful to know, but it is not enough to give the platform the order.
Set up in minutes
- 1
Connect your store
Shopify or ikas over OAuth, no code. Orders and their history load into your account.
- 2
Connect ads and GA4
Meta, Google Ads, TikTok and Google Analytics, each from the platform's own consent screen.
- 3
Add the pixel (optional)
Added only when you ask. Point a subdomain at us for first-party data that blockers lose less of.
- 4
Read orders by source
Attribution shows each channel's orders and revenue with its evidence, and the platforms' claims beside them.
Your data stays yours
Each brand's data is its own: no other brand and no other agency can read it. Ask, and we delete it.
Questions
What is marketing attribution for a Shopify store?
It is working out which marketing brought each order. IQsion does it from the store's own orders: each order is matched to the pixel visit, the GA4 transaction or the Shopify journey that explains it, and the rest are estimated and labelled as such.
Why do Meta and Google report more sales than my store?
Each platform counts a purchase that happened within its own view or click window after its ad, so one order can be claimed by several platforms. IQsion keeps the store's revenue as the total and shows the claims beside it.
Does IQsion replace Google Analytics?
No. GA4 is one of the sources IQsion reads: its transactions are matched to store orders by order number, and its channel is used as evidence.
Do I need the IQsion pixel?
No, attribution works from GA4 and the store's own data. The pixel adds more verified orders, each order's journey and the four attribution models; it is added only when you ask.
How is attribution different from a GA4 report?
GA4 counts sessions and the transactions it sees, and the source is lost on payment returns and on visits without consent. IQsion uses GA4 as one source and sets the total to your store's own orders.
Why does the total always equal store revenue?
Because every order goes to one channel or is spread as an estimate, so no order is counted twice.
Can it see across devices?
No pixel can fully join someone who saw an ad on a phone and bought on a computer. Such orders usually fall to a verified channel or to the estimate, and you can see which.
Which stores does IQsion support?
Shopify and ikas. Ads from Meta, Google Ads and TikTok; analytics from GA4 and Google Search Console.
Related pages
See your numbers against your store's own orders
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