The Attribution Engine
The Tutti Pixel
A small piece of code that runs on your storefront and watches what real shoppers actually do — installed automatically once Shopify is connected, no extra setup required.
Why Tutti needs its own pixel
Every other signal Tutti uses gets pieced together after the fact — from Shopify's order data, or from a session Google Analytics happened to record. Both of those can lose the original ad click before Tutti ever sees it: an in-app browser (Instagram, Facebook) strips tracking information out of the URL on purpose, and Shopify's own record of “how you arrived” only has a limited window to capture it.
The pixel exists to catch the click before any of that can happen — right when it happens, on the customer's own device, before anything downstream gets a chance to lose it.
What it actually tracks
The pixel watches every meaningful step of a shopper's visit — thirteen real Shopify storefront events, not just the final purchase:
- Page views and collection views
- Product views, including which product
- Searches
- Cart views, and items added to or removed from the cart
- Every step of checkout — started, address, contact info, shipping, payment
- The completed order itself
For each of these, the pixel also captures whatever brought the shopper there in the first place — ad click ids, UTM parameters, the referring page — before it can get lost.
Seeing it work: the Pixel event manager
The Pixel page in your dashboard is a live view into everything the pixel is actually capturing, so you're never just trusting that it's working:
- A status indicator — Active, quiet, or not connected — based on whether real events have landed recently
- A breakdown of how many of each event type came in, including honest zeros for anything that hasn't fired yet
- An events-per-hour chart, so you can see your store's real traffic pattern
- A table of the most recent individual events, with the page, the detail (like which product), and any tracking info captured
- A breakdown of the browsers, operating systems, and devices your real visitors are using
What this table is — and isn't
The event manager shows what the pixel captured, not a finished attribution decision. Whether a click actually earned a sale is worked out separately — see How Attribution Works.
Sending purchase data back to Meta
Once Tutti has matched a sale to a real Meta ad click, there's a second use for that evidence: reporting it back to Meta's own ad algorithm, so it can learn from real purchases instead of just clicks. This is off by default — turn it on in Settings if you want it — and every event it sends is logged there too, so you can see exactly what's gone to Meta and when.