Pixel vs Shopify Attribution

Pixel vs Shopify Attribution sets the purchases das Pixel credits to each source against the Shopify orders recorded with the same source, so you can see where the 2 agree.

How It’s Calculated

Each row is one source, with the highest Order Revenue (Gross) first. The columns are:

• Pixel Source: the source das Pixel credited.
• Pixel Conversions: the number of purchases das Pixel credited to the source.
• Linked Orders: the number of Shopify orders in the date range that Shopify recorded with the same source.
• Match Rate: Linked Orders divided by Pixel Conversions.
• Order Revenue (Gross): the total price of those Shopify orders, with tax and shipping and before refunds. It reads higher than Total Sales in the sales reports.

The 2 sides are compared by count, not order by order. das Pixel counts its purchases for each source and campaign. Shopify counts the orders it recorded with the same UTM source and campaign, ignoring capitals and spaces at the start or end. An order with no UTM source counts as direct, and one with no campaign counts as (none).

The report adds the campaigns of each source together.

Match Rate is therefore a ratio of 2 counts. It isn’t the share of das Pixel’s purchases that matched an order, and it can pass 100%. A Shopify order is listed only when das Pixel credited a purchase to the same source and campaign.

The report counts every order in the range, canceled ones included.

das Pixel credits each purchase to the source of its last tagged touch in the 30 days before the purchase. A tagged touch is an event with a UTM tag or an ad click ID. The source is the UTM source on that event, or the one das Pixel fills in from the ad click ID.

A purchase with no tagged touch in those 30 days counts as direct. Links from other websites without a UTM tag aren’t tagged touches, because Shopify records a source only from UTM tags.

For the share of purchases das Pixel matched to a Shopify order, use Checkouts Linked to an Order in Consent & Tracking Coverage Health.

Summary Cards

The cards above the table are Pixel Conversions, Linked Orders and Match Rate. They add up every row. With Compare on, the first 2 show their change.

A bar chart above the table compares Pixel Conversions and Linked Orders for the 8 sources with the most conversions. A pinned dashboard card shows the same chart.

What Counts

• Visitors who declined analytics cookies, or who opted out of the sale or sharing of their data while Require Sale-of-Data Consent is on, aren’t recorded. Known bots are left out.
• das Pixel reads a source only for visitors who allowed marketing, while Track Marketing is on. Other purchases count as direct.
• Only purchases and orders inside the date range count. Purchases follow your store’s time zone. Orders are cut at the same clock times read as UTC, so for a store outside UTC the 2 sides differ at the edges of the range.

This report has no Live switch, and no Segment, Sales Channel or Filters control. A warning shows above the report when das Pixel saw less than 70% of your online-store orders in the last 30 days.

What Good Looks Like

There’s no target. Where the 2 counts for a named source are close, das Pixel and Shopify agree about it. A big gap shows that one of them didn’t record a source for those visits.

A row for your own store’s address or direct isn’t a problem. It holds the visits with no campaign.

What to Do About It

• A named campaign with a big gap: check that its links carry the same UTM tags in your ads and in Shopify.
• Many orders with no source: tag your links: see How to Tag Your Ads with UTM Parameters.
• A low share of orders seen: check Orders Seen by Pixel in Consent & Tracking Coverage Health.

First- vs Last-Touch Attribution to Revenue credits the same purchases by the first and last channel.

Get AI Insight at the top of the report asks Copilot for a short read of it.

Where to Find It

• Pixel vs Shopify Attribution: open Reports and look under Web Analytics.