Attribution reports

Marketing Mix answers one question: which channels and campaigns actually drive your revenue? Open it from the left nav → Marketing Mix.

Choose your date range

The date picker in the top bar sets the dates for Marketing Mix and every other report. Default is the last 30 days. Turn on Compare in the picker to see the change against an earlier period on every number.

Your plan determines how far back you can look:

• Free: 30 days maximum.
• Starter, Advanced, Enterprise: unlimited. All history back to when you installed Ordinary.

If your date range reaches further back than your plan allows, Ordinary clamps it and shows a partial data badge next to the affected metrics.

See Why do I see “partial data”? for the full explanation.

Pick an attribution model

The model toggle sits at the top of the page, next to the page controls. Your options:

• First-touch (all plans) — credit goes to the channel that first brought the visitor in. Best for measuring channels that introduce new customers (organic content, influencer).
• Last-touch (default, all plans) — credit goes to the most recent tracked touch before the order. Best for measuring channels that close sales (paid search, retargeting).
• Linear (Starter and higher) — credit is shared equally across every distinct source and campaign in the journey. Best when you have many touches per order and don’t want to over-value any one of them.
• Time decay (Starter and higher) — credit is weighted toward the final touches, with a 7-day half-life. Best for fast-moving categories where older visits are less relevant.

On Free, Linear and Time decay appear greyed out in the toggle — hover either for a note that it’s available on Starter and higher. First-touch and Last-touch stay fully available. Upgrade any time from Settings → Billing & Plan to unlock the multi-touch models.

Your model choice follows you to every store you manage. On a Free store, a Linear or Time decay choice shows as Last-touch; switch back to a store on Starter or higher and your choice is still there.

See Attribution models explained for worked examples of each.

The totals strip

Across the top of Marketing Mix, five totals for the selected dates across all channels:

• Attributed orders and Attributed revenue
• Ad spend — paid channels only, including Amazon Ads spend when Amazon is connected
• Blended ROAS — attributed store revenue ÷ ad spend. The spend side includes Amazon Ads while the revenue side is your Shopify store’s revenue (Amazon’s own sales show on its card instead), so Amazon spend counts against store revenue and pulls blended ROAS down.
• Blended AOV — revenue per order

On Free, Ad spend and Blended ROAS show a locked preview, because connecting ad accounts is a Starter feature. Orders, revenue and AOV are always shown.

Read the channel cards

Below the totals, each channel gets its own card, largest revenue first. A card shows the channel’s Attributed Orders, Revenue, ROAS and AOV, a small revenue trend for the selected dates and, for ad platforms, a short table of its top campaigns with orders, revenue and ROAS. The button at the bottom of the card opens all of that channel’s campaigns under Channels.

Numbers on every card follow the model you’ve selected:

• With Last-touch, the Meta card’s revenue comes from orders where a Meta visit was the most recent tracked touch before the order.
• With Linear, the same card shows Meta’s share of credit across every order whose journey included a Meta visit, split evenly with the other sources in each journey.

Every order in your display currency is counted (orders placed in another currency aren’t included in these totals). Orders with no tracked visit are credited to the campaign tags on the order itself, if it has any; orders with neither fall under Direct. This usually means customers who came in without a tracked source — direct URL visits, app opens, or email clients that strip UTMs.

Channels that each bring in less than about 1% of attributed revenue are grouped into a single Other card, with one row per source, so small referrers don’t crowd out the channels that matter.

On Free, the cards show orders, revenue and AOV; ROAS and the top campaigns table unlock on Starter.

Your GA4 or PostHog events

If you’ve connected Google Analytics 4 or PostHog, Your GA4 events (or Your PostHog events) sits directly under the channel cards. Tiles show your most frequent custom events for the selected dates, with the change against your comparison period. Pick an event to see, for each channel on the cards above, that event’s count, the orders Ordinary attributes to the channel, and the event-to-order rate. Event counts come from GA4 or PostHog; orders and attribution come from Ordinary’s own tracking, so the orders column follows the attribution model you picked.

Where your ad spend points

Below the channel cards, Where your ad spend points shows how your ad spend divides across the destinations your ads send people to, and what it costs to acquire a new customer for each product.

Custom channel taxonomy

If you’ve configured custom mappings in Settings → Channel Taxonomy, Ordinary uses your canonical names on the channel cards instead of raw UTM values. So if you mapped fb → facebook and facebook_ads → facebook, both raw sources count toward one Facebook card.

See Custom channel taxonomy (Starter and higher).

The store funnel

The five-step conversion funnel — Sessions → Product views → Add to cart → Checkout → Orders — lives on Brand Pulse under Store Conversion. See Funnel and Brand Pulse — reading your home page.

How orders and revenue are counted

Refunds, cross-session journeys, shoppers who block tracking, and the gap between platform-reported and store-confirmed conversions are covered in How attribution is measured.

Orders in another currency

Revenue on Marketing Mix — and everywhere else in Ordinary, including Brand Pulse and the order lists you open from a campaign — is shown in your display currency. If some of your orders were placed in a different currency, they’re converted into your display currency at the exchange rate of the day each order was placed, and on Marketing Mix a small badge next to the attribution model selector shows which currencies were converted. If an order’s date has no exchange rate available, that order is left out rather than counted at a guessed value, and the badge says how many orders weren’t converted.

Troubleshooting

• Attribution numbers don’t match Shopify’s totals — see Attribution numbers don’t match Shopify.
• Partial data badge showing — see Why do I see “partial data”?.
• Pixel showing 0 sessions — check the pixel is Connected in Shopify admin → Settings → Customer events → App pixels. See Pixel says “Disconnected”.