Analyzify Purchase Attribution Report: Feature Guide

Purchase Attribution Analytics tracks the complete customer journey from first website visit to final purchase. It captures every marketing touchpoint – from Google Ads and Facebook campaigns to referral traffic and direct visits – and shows you exactly which channels contribute to each sale.

Note : This feature is currently in Beta. We're actively improving it based on user feedback.

Most stores only see where the order came from at checkout. But customers often visit multiple times through different channels before buying. Analyzify's Purchase Attribution report reveals:

First Touch : Which channel initially brought the customer to your store
Middle Touches : Which campaigns they interacted with along the way
Last Touch : Where they were right before purchasing
Full Timeline : Every session with timestamps and campaign details

This complete picture helps you understand what's really driving sales, not just what happened last.

How It Works Technically

When you activate this report or set up server-side tracking, Analyzify captures customer journey data in two ways:

Method 1: Analyzify Database Storage

Collects UTM parameters, traffic sources, click IDs, and cart data
Stores in Analyzify's secure database
Used to power your Attribution Report

Method 2: Shopify Order Notes

Writes journey data to Shopify order notes
Makes data visible when viewing orders in Shopify admin
You control whether this is enabled

Both methods work together to ensure reliable attribution tracking. Your Attribution Report works regardless of which method you choose, the choice simply controls whether data is also visible in Shopify.

Getting Started

Step 1. Access Attribution Analytics

- Click "Attribution" in your Analyzify left menu
- You'll see a setup modal on your first visit

Step 2. Choose Your Display Preference

- The modal asks: "Where do you want customer journey data to appear?"

Option 1: Include in Shopify order pages (Recommended)

- Journey data appears in both Analyzify and Shopify order notes
- Provides the most reliable tracking with dual storage
- You can see attribution data when viewing orders in Shopify admin

Option 2: Keep Shopify order pages clean

- Journey data only appears in Analyzify dashboard
- Shopify order notes stay minimal
- Attribution Report still works perfectly

Step 3. Confirm and Save

Check the confirmation box: "I understand that Analyzify will collect and use order data to generate reports"
Click "Save settings"
Activation complete!

Understanding the Data

Analyzify Dashboard

Orders Table : Shows attribution summary for each order
Campaign Table : Aggregates data by campaign
Order Details : Full journey timeline

Note : azfy_cart_id always appears in order notes regardless of your settings. Other data (utm_history, clids, cookies, consent) only appears if you've enabled the Shopify display option.

Data Format Explained (in Order Notes)

The timestamp (like 1767822515 ) represents when the session occurred. The array shows the captured data:

src:google → Traffic came from Google
med:cpc → It was paid advertising (cost-per-click)
camp:pmax-all-higher-products → Campaign name
pid:420840796743 → Clicked product ID
ref:google.com → Referrer was google.com

Analyzify captures the following information for each customer session:

UTM Parameters

These are marketing tags added to your URLs by ad platforms:

utm_source (shown as "src"): Where traffic came from (google, facebook, newsletter)
utm_medium (shown as "med"): Marketing channel type (cpc, social, email)
utm_campaign (shown as "camp"): Specific campaign name
utm_term (shown as "term"): Keywords (for search campaigns)
utm_id (shown as "id"): Campaign ID

Other Information

Referrer : The website that linked to your store
Click IDs : Tracking parameters from ad platforms (gclid, fbclid, etc.)
Clicked Product ID (pida) : Which product the customer clicked on in ads (requires Google Ads configuration)
Session Timestamp : Exact date and time of each visit
Cart ID : Unique identifier linking cart to order
Analytics Cookies : For connecting sessions
Consent Status : Whether customer accepted tracking

Note : To track clicked product IDs, you need to configure your Google Ads campaigns to pass product IDs. Contact Analyzify support to learn how to set this up. A detailed guide will be available soon.

Quick Access from Shopify

You can also view order attribution details directly from Shopify admin:

Open any order in your Shopify admin
Click "More actions" (top right)
Select "Analyzify Order Details"
Opens the complete journey timeline for that order

Important Limitation : This quick access link only works for orders created within the last 2 months. Shopify doesn't allow app access to order actions for older orders. However, you can still view all orders (regardless of age) in your Analyzify dashboard by navigating to Attribution and finding the order there.

Managing Your Settings

Changing Display Settings

You can change whether journey data appears in Shopify order notes at any time.

Steps :

Go to Analyzify Settings
Click "Integration Settings"
Find the toggle: "Show Analyzify data in Shopify order pages"
Turn it ON or OFF based on your preference

When turned ON :

New orders will show utm_history, click IDs, cookies, and consent data in Shopify order notes
Provides backup data source
Makes attribution visible when viewing orders in Shopify

When turned OFF :

New orders will only show azfy_cart_id in Shopify order notes
Order notes stay cleaner
Attribution Report still works perfectly

Orders Table

The Purchase Attribution Analytics table shows all your orders with their attribution data at a glance.

Attribution Report - Orders Log

Order & Date

Order number (click to view journey details)
Purchase creation date

Customer ID & Total

Customer (icons show if they are new or returning customers)
Order value

Attribution Columns

First Touch (Analyzify)

The very first channel that brought the customer to your store
Format: source / medium (e.g., google / cpc , facebook / social )
Shows how customers discover you

Last Non-Direct Touch

Last marketing channel before purchase (ignoring direct traffic)
Reveals what influenced the buying decision
Shows - if only direct visits occurred

First Touch (Shopify) & Last Touch (Shopify)

Shopify's native attribution for comparison
Useful to cross-reference with Analyzify's tracking

Campaigns Table

View your marketing performance aggregated by campaign. This shows which campaigns drive the most revenue and orders based on your selected attribution model.

Attribution models determine how credit is assigned to different marketing channels. You can switch between models using the dropdown in the top-right.

Campaign Detail View

Click any campaign name to see:

Every order that included this campaign
Full attribution breakdown per order
Complete journey access

The 4 Attribution Models

These models can be selected on Campaign table as shown above.

1. Any Click

100% credit given to each channel clicked

Every touchpoint gets full credit
Useful for understanding all channels that contributed
Total orders across channels will sum higher than actual orders
Best for: Seeing the full scope of channel involvement

Example : Customer visits via Google Ads, then Facebook, then purchases directly

Result: Google gets 1 order, Facebook gets 1 order, Direct gets 1 order (Total: 1 actual order, counted 3 times)

2. First Click

100% credit given to the first channel clicked

Only the initial touchpoint gets credit
Shows which channels are best at discovery and awareness
Ignores everything that happened after
Best for: Understanding what brings customers in initially

Example : Customer visits via Google Ads, then Facebook, then purchases directly

Result: Only Google gets credit (1 order)

3. Last Non-Direct Click (Default)

Direct is ignored, 100% credit given to the last channel clicked

Most common attribution model
Focuses on the last marketing touchpoint before purchase
Excludes direct traffic (customers who came directly)
Best for: Understanding what influences the purchase decision

Example : Customer visits via Google Ads, then Facebook, then purchases directly

Result: Only Facebook gets credit (1 order)

Example 2 : Customer visits via Google Ads, then purchases via Google Ads

Result: Google gets credit (1 order)

4. Last Click

100% credit given to the last channel clicked

The final touchpoint gets all credit, including direct
Shows the immediate source before purchase
Best for: Understanding the last interaction before conversion

Example : Customer visits via Google Ads, then Facebook, then purchases directly

Result: Only Direct gets credit (1 order)

Choosing the Right Model

Use First Click when :

You want to optimize for customer acquisition
You're focused on top-of-funnel marketing
You want to know what brings people in

Use Last Non-Direct Click when :

You want to optimize for conversion
You're focused on what drives the purchase decision
You want to exclude direct traffic from attribution (most common choice)

Use Last Click when :

You want to see everything, including direct traffic
You're analyzing the immediate pre-purchase behavior

Use Any Click when :

You want to see all channel involvement
You're analyzing channel overlap
You understand totals will sum higher than actual orders

Troubleshooting

Why Don't I See Data for Some Orders?

Important : Not all orders will contain UTM or journey data. This is normal and expected in modern e-commerce.

Browser Privacy Settings (ITP)
- Apple's Intelligent Tracking Prevention (Safari, iOS)
- Firefox Enhanced Tracking Protection
- Chrome's privacy features
- These browsers automatically limit tracking to protect user privacy
- This is the most common reason for missing data
Ad Blockers
- Many customers use ad-blocking extensions
- These block tracking scripts and parameters
- Increasingly common among privacy-conscious users
Cross-Device Purchases
- Customer clicks ad on mobile, purchases on desktop
- Customer browses at work, purchases at home
- Cookies don't transfer across devices
- Journey data may be incomplete or missing

Customer Declined Tracking
- If customers reject cookie consent, some data may be limited
- You'll see basic referrer data but may miss UTM parameters
- Check the azfy_consent field in order notes
No UTM Parameters
- If the customer came from an untagged link, you'll only see referrer
- Ensure all marketing links include UTM parameters
- Organic traffic won't have campaign data
Direct Traffic Only
- If a customer only visited directly (typed URL, bookmark), there's no first touch marketing channel
- You'll see "direct / referrer" in the data
Old Orders (Before Enabling)
- Attribution tracking only works for orders created after enabling this feature or server-side tracking before.
- Historical orders won't have attribution data

Why Is Data Different from Shopify's Attribution?

Analyzify and Shopify track attribution differently:

Analyzify :

Captures complete journey across all sessions
Uses multiple data collection methods
Provides more detailed campaign information
Shows clicked products

Shopify :

Native Shopify attribution
May use different logic
Shown for comparison

Both are useful – use them together for the most complete picture.

Can't Access Order from Shopify "More Actions"?

If the "Analyzify Order Details" link doesn't work:

Check Order Age
- This quick access only works for orders from the last 2 months
- Shopify restricts app access to order actions for older orders
- This is a Shopify limitation, not an Analyzify issue
Access Through Dashboard Instead
- Open your Analyzify dashboard
- Go to Attribution
- Find the order in the orders table
- Click to view full details

What Beta Means :

The feature is fully functional but actively being improved
We're gathering user feedback
New features and enhancements coming
Minor bugs may occur

How to Help :

Report any issues you encounter
Share feedback on what would make it more useful
Suggest additional features you'd like to see

Support

If you encounter issues:

Check this guide for answers
Verify your settings are correct
Contact Analyzify support with:
- Description of the issue
- Screenshot if possible
- Example order number affected
- Your store name

Conclusion

Purchase Attribution Analytics gives you visibility into the complete customer journey. By understanding which channels bring customers in, which campaigns drive decisions, and how customers interact across multiple touchpoints, you can make smarter marketing decisions.

Key Takeaways :

Attribution tracking is automatic once enabled
Choose different models to answer different questions
Campaign analysis reveals marketing effectiveness
Order journeys show detailed customer behavior
Settings are flexible – change them anytime

Start exploring your attribution data today to discover insights about your customer journey.

Questions or Feedback? We'd love to hear from you. This feature is in Beta and we're continuously improving based on user input. Contact our support team or use the feedback option in your dashboard.