Concepts
How attribution, the pixel, and measurement work under the hood.
10 articles
- Attribution models explained Plain-English definitions and worked examples of Ordinary's four attribution models — first-click, last-click, linear, and time-decay.
- Channel taxonomy — sources and mediums How Ordinary maps raw UTM values to canonical channel names so reports consolidate variant spellings, and how to customize the mapping.
- How bot traffic filtering works What Ordinary classifies as bot traffic, how we identify it, what gets excluded from your session counts, and what you can verify if a number looks off.
- How Ordinary handles your visitor and customer data What Ordinary captures from your storefront, how we treat visitors from different jurisdictions, and what your privacy policy should say about it.
- Multi-touch vs single-touch attribution The difference between single-touch (first-click / last-click) and multi-touch (linear, time-decay) models, and when each framing tells you something useful.
- Subscription-aware attribution How Ordinary handles Recharge subscription orders so recurring renewals don't inflate your new-customer acquisition numbers.
- Understanding your GMV tier How Ordinary measures your store's Gross Merchandise Value, why it affects your plan, and what happens when you cross a tier boundary.
- What is a first-party pixel? Why Ordinary uses a first-party pixel instead of the traditional Meta/Google pixel and what that means for the data quality you see in reports.
- Why channel and campaign totals don't add up Under linear and time-decay attribution, the sum of credit across your Meta campaigns won't match the total credit attributed to Meta as a channel. This is by design and matches how every other multi-touch tool works — here's why.
- Why your Ordinary session counts should match Shopify Admin closely How Ordinary's session counts relate to Shopify Admin's analytics, why they should match within a small margin after the bot filter, and what to expect across the install boundary.