How attribution works

Every platform wants credit. Meta's dashboard and Google's dashboard will both happily claim the same sale if a customer touched both before buying. Shopify's own guess about where a customer came from is often wrong too — a click can lose its tracking info before it ever reaches your store, especially from Instagram or Facebook's in-app browser, which strips it out on purpose.

Tutti doesn't trust any one platform's self-report. Instead, it looks at every real piece of evidence it can collect — from your store, from the ad platforms, and from a pixel Tutti installs on your storefront — and works out the most defensible answer for each order, one order at a time.

Not all evidence is equally trustworthy. Tutti checks for the strongest kind of proof first, and only falls back to weaker signals when nothing stronger exists. Roughly, in order:

1. A real ad click, captured directly

When Tutti's own pixel sees a customer click through from an ad — carrying the exact click ID Meta or Google attaches to that click — and then watches that same customer buy, that's about as close to proof as attribution gets. This is captured the instant the click happens, before anything downstream (an in-app browser, Shopify's own processing) has a chance to lose it.

2. Your store's own record of the visit

Shopify keeps its own first-party record of how a customer arrived, separate from the pixel. When that lines up with a real ad click id landing on the order itself, Tutti treats it as strong evidence — first-party data your store recorded directly, not inferred after the fact.

3. Matching session details

When there's no click id to point to, Tutti looks for a real session that lines up on timing, landing page, and device with a campaign that was actually running that day. It's a weaker signal than a direct click id — so matches made this way carry a lower confidence score — but it's still a real, corroborated pattern, not a coin flip.

4. An honest “can't tell”

If none of the above lines up — no click id, no matching session, more than one channel equally plausible, or simply no tracking data for that day at all — Tutti says so. See Why It's Different for what that actually looks like in the app.

Every matched order gets a confidence score alongside its channel. A high score means Tutti found strong, direct evidence. A lower score means it made an educated match from weaker signals — real, but not proof. The score isn't decoration; it's the same information Tutti itself uses to decide whether a match is trustworthy enough to show as a specific campaign or ad, versus just a channel, versus not at all.

Attribution isn't run once a day in a batch job. Orders are matched the moment they happen — you can watch a fresh order resolve in real time on the Live Orders feed, not the next morning.