Blog
Marketing analytics insights
Practical guides on UTM tracking, attribution, ROAS, and growing your Shopify store with data.
How to Calculate Your True ROAS on Shopify (Not the Inflated One)
Platform-reported ROAS is inflated. Learn how to calculate your real return on ad spend using order-level attribution data from your Shopify store.
Facebook Ads Not Matching Shopify Sales? Here's Why (And How to Fix It)
Your Facebook Ads Manager shows more sales than Shopify. Learn why Meta over-reports conversions and how to find your real ad performance numbers.
First-Touch vs Last-Touch Attribution: Which One Should You Trust?
First-touch and last-touch attribution tell different stories about your marketing. Learn when to use each one and why smart Shopify merchants track both.
How to Track UTM Parameters on Shopify Orders (Complete Guide)
Learn how to capture and track UTM parameters on Shopify orders so you know exactly which campaigns drive real sales. Step-by-step guide for merchants.
How iOS 14+ Broke Your Shopify Ad Tracking (And How to Fix It)
iOS 14's App Tracking Transparency devastated ad tracking for Shopify stores. Learn what broke, what still works, and how first-party data fills the gap.
Why Shopify Analytics Are Wrong (And Where to Find Accurate Data)
Shopify's built-in analytics can mislead you on traffic sources, conversion rates, and attribution. Learn why the numbers are off and how to get accurate data.
The Complete Guide to Shopify Marketing Attribution (2026)
Everything Shopify merchants need to know about marketing attribution — models, tools, UTMs, and how to see which ads actually drive revenue.
Marketing Attribution Explained: A Plain-English Guide for Shopify Merchants
What is marketing attribution and why does it matter for your Shopify store? Learn about different attribution models and how to pick the right one.
Why Shopify and Meta Show Different Numbers (And What to Do About It)
Shopify says 50 sales, Meta says 80. Learn why your Shopify and Facebook Ads numbers never match and how to find the truth in between.
The Complete Guide to UTM Tracking for Shopify Stores
Learn how to set up UTM tracking for your Shopify store. Covers naming conventions, platform-specific setup for Meta Ads, Google Ads, email campaigns, and common mistakes to avoid.
Meta Conversions API (CAPI) for Shopify: What It Is and How to Set It Up
Learn what Meta Conversions API is, why it matters for Shopify stores after iOS 14, and how to set up server-side event tracking to improve ad performance and match rates.
Shopify Order Attribution: How to See Which Channel Drove Each Sale
Learn why Shopify's native attribution is limited and how to see which marketing channel, campaign, or ad drove each order in your store.
How to Auto-Tag Shopify Customers by Acquisition Source
Learn how to automatically tag Shopify customers by their marketing source for better segmentation in Klaviyo, Meta Audiences, and retention flows.