Why Tutti's attribution is different

Every sale Tutti attributes to a channel comes with a confidence score, not just a channel name. A high-confidence match — a real click on your ad that led straight to a sale — looks different from a lower-confidence one, where Tutti pieced together the story from weaker clues like timing and landing page.

You also get the reasoning, not just the score. Click into an order and Tutti tells you exactly why it landed on that answer — what evidence it found, and how strong that evidence was. That means you can decide for yourself how much to trust a number before you make a budget call on it, instead of taking a black box's word for it.

The Attribution page also tracks this over time — how much of your revenue Tutti can confidently trace to a channel, trending week to week — so you can see whether the picture is getting clearer as more evidence comes in, not just what it looks like today.

Sometimes two campaigns were running at the same time, both pointed at the same customer, and there's no real evidence proving which one actually closed the sale. A typical tool still picks one anyway, because a clean-looking dashboard sells better than an honest one. Tutti says so instead — it'll tell you the sale is genuinely ambiguous between two or more channels, rather than quietly crediting the wrong one.

The same goes for gaps in your own tracking. If Shopify recorded a real order but Tutti has zero session data for that day at all, that's flagged as a tracking problem — not folded into “organic” or “direct” as if nothing were wrong.

Knowing a sale came from “Meta” is one thing. Knowing it came from your Father's Day Sale campaign specifically, and not one of the four other campaigns you were also running that week, is a much bigger claim — and most tools will happily make it without the evidence to back it up, simply because a Meta or Google click ID proves that.

When Tutti has a real, direct link — a click id or first-party session data that points at one specific campaign or ad — it names it. When it doesn't, and more than one campaign was plausibly live at the time, Tutti shows that revenue as “not pinned to one campaign” rather than arbitrarily picking one and taking credit on its behalf. You'll sometimes see less granular detail than a competitor claims to offer — that's the honest number, not a worse one.

Budget decisions made on a confidently wrong number are worse than decisions made on an honestly uncertain one. If a tool tells you Campaign A drove $4,000 in sales when it really can't know that, and you shift spend toward Campaign A because of it, you're optimizing against a number that was never real in the first place.

Tutti is built on the opposite bet: a number you can trust is worth more than a number that just looks clean. Every score, every “can't tell,” and every “not pinned to one campaign” is Tutti telling you exactly how far to trust what you're looking at.