das Pixel Attribution
das Pixel credits an order to a paid ad click the same customer made before buying. All of the order’s revenue goes to one ad platform. The rules for picking that click differ slightly between das Pixel’s reports and the purchases it sends to ad platforms, as described below.
How It Works
Finding the Visitor Behind an Order
das Pixel first looks for the browser the order was placed in, through the order’s own Shopify checkout. If it didn’t see that checkout, it uses another browser the same customer has checked out from before, preferring the most recent.
Clicks from that one browser are the only ones that count. Most of the time that’s the browser that bought. When das Pixel missed the buying visit, it can be another device the customer used.
What Makes a Click Paid
A visit is a paid click when its link carries an ad platform’s click ID. Ad platforms add these to the link themselves while their click tracking is on, such as auto-tagging in Google Ads.
| Platform | Click ID |
|---|---|
| Google Ads | gclid, gbraid or wbraid |
| Meta | fbclid |
| TikTok | ttclid |
| Microsoft Ads | msclkid |
| Reddit Ads | rdt_cid |
UTM tags on their own don’t make a visit a paid click.
das Pixel remembers a visitor’s click IDs in a first-party cookie for 90 days. Every page the visitor views afterward carries the remembered clicks, including the checkout. Clicks are only recorded for visitors who allow marketing, and only while Track Marketing is on.
Which Click Gets the Credit in Reports
The das Pixel page, the Advertising page, First-Party ROAS & POAS and the Web Analytics reports all follow these rules:
- An order counts when a page the customer viewed in the 30 days before buying carried a paid click. Since the checkout carries remembered clicks too, a click from up to 90 days earlier can be credited.
- When the remembered clicks come from more than one platform, the credit goes in a fixed order: Google Ads, then Meta, TikTok, Microsoft Ads and Reddit Ads. A newer Meta click doesn’t win over a remembered Google click.
- The revenue is the order’s Total Sales: line items less discounts, plus shipping and any tax not already in your prices. Refunds come off on the day they settle.
- Canceled orders, and orders whose payment was voided or expired, don’t count.
Which Click Gets the Credit When Sending
When das Pixel sends a purchase to an ad platform, it picks the most recent paid click, dated by when the click actually happened. A click more than 30 days before the order isn’t sent.
So the platform a report credits and the platform a purchase is sent to can differ. A report can also credit an order whose click is too old to send. Clicks from ads Shopify runs for you through Shop Campaigns are never sent.
Which Campaign Gets the Credit
das Pixel reads the campaign from the address of the last page it saw before the purchase that carried the click. Google Ads puts its campaign ID in the address of the page an ad lands on, and your ads can add utm_campaign there too.
That last page is usually a checkout page, which carries neither. So most orders show Platform-Level Only instead of a campaign, even from tagged ads.
A campaign is named only when that last page was the ad’s own landing page. Even then, the campaign ID or utm_campaign must match exactly one of your campaigns on that platform.
Which Platforms Get Credit
- On the das Pixel page, and on the Advertising page with no platform filter, the headline figure counts a click from any platform das Pixel recognizes.
- Everywhere else, including the platform and campaign tables and First-Party ROAS & POAS, a platform only gets credit once it’s connected under Integrations and its campaigns have synced.
What Attribution Can’t See
- Ads someone saw but didn’t click
- Clicks in a browser das Pixel didn’t link to the customer
- Orders that never pass through a browser: in-store, draft and subscription renewal orders
- Visitors who declined analytics or marketing on your cookie banner
What It Means for You
A credited click shows that the click came before the sale. It doesn’t prove the ad caused the sale: the customer might have bought anyway.
Expect das Pixel’s figures to differ from what your ad platforms report:
- Platforms can count people who only saw an ad.
- Platforms estimate conversions they can’t see, and match people across devices.
- Each platform claims credit on its own, so 2 platforms can count the same order. das Pixel gives each order to 1 platform.
- Platforms use their own windows. Meta, for example, counts purchases up to 7 days after a click by default.
- das Pixel takes refunds off on the day they settle. Ad platforms only do that for purchases das Pixel sent them.
If you advertise on Google and another platform, read the other platform’s figures with care. When a customer’s browser still remembers a Google ad click, reports credit Google, even after a newer click on another platform’s ad.
To compare on closer terms, set Attribution Window to 7-Day Window (platform-comparable) on the Advertising page. It changes Spend, Measured and Claimed by Platform, What Paid-Click Orders Bought and the campaign table’s measured columns. Everything else stays on 30 days.