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-touch, last-touch, 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 counts as bot traffic, how we spot it, what's left out of session counts, how that compares to Shopify Analytics, and how to check a number.
- Multi-touch vs single-touch attribution The difference between single-touch (first-touch / last-touch) and multi-touch (linear, time decay) models, and when each framing tells you something useful.
- Session counts vs Shopify Admin How Ordinary's session counts compare to Shopify Admin, why they're usually close, why crawlers can make them much lower, and what to expect at install.
- Subscription-aware attribution How Ordinary recognises subscription orders from any Shopify subscription app so recurring renewals don't inflate your attribution and 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.
- Visitor and customer data handling What Ordinary captures from your storefront, how we treat visitors from different jurisdictions, and what your privacy policy should say about it.
- 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 differ Why channel and campaign credit can differ under linear and time-decay attribution, and which model to use when you need matching totals.