AttributionPractical guides on attribution, customer journey analytics, and conversion tracking — for marketers and founders who already know what converted and want to know why.
A customer clicks a TikTok ad, forgets about it, comes back from an email three days later, and buys. Which channel gets the credit? Here's how to actually answer that.
Shopify can tell you an order happened. It can't always tell you the TikTok ad, the email, and the branded search that all led up to it. Here's the gap and how to close it.
Optimizing purely for first-order attribution can quietly reward channels that bring in one-time buyers over channels that bring in customers who stick around.
Most people don't click a TikTok ad and buy immediately — they see it, scroll on, and come back later. Click-only attribution misses that entire pattern.