Attribution, explained.
Guides to measuring every channel against every sale: Amazon, Shopify, Walmart, retail and apps, from podcasts and TV to AI search.
20 articles
- Channels
Affiliate Marketing Attribution: Impact, CJ, Awin and Beyond Last Click
How to attribute affiliate and partner sales accurately, recognize Impact, CJ, Awin, ShareASale, Rakuten, Partnerize and Everflow click IDs, and avoid paying for sales other channels drove.
· 2 min read
- Channels
AI Search Traffic Attribution: Measuring Visits and Sales from ChatGPT, Perplexity and Gemini
How to identify and attribute traffic and revenue from AI assistants like ChatGPT, Perplexity, Gemini, Copilot and Claude, and how to make your brand easier for AI to recommend.
· 2 min read
- Marketplaces
Amazon Attribution for External Traffic: How to Measure Off-Amazon Ads
Learn how to measure which social, video, podcast and search campaigns drive Amazon sales, using Amazon Attribution tags, order exports and cross-platform matching.
· 2 min read
- Fundamentals
Attribution Lookback Window Explained: 7, 30 or 90 Days?
What an attribution lookback window is, how it changes which channels get credit, and how to choose 7, 30 or 90 days for your sales cycle.
· 2 min read
- Tracking
Click IDs Explained: gclid, fbclid, ttclid, msclkid and 25 More
A reference to the ad, email and affiliate click IDs platforms add to landing URLs, what each one means, and how click IDs create exact attribution matches.
· 2 min read
- Privacy
Cookieless Attribution: How Server-Side Tracking Keeps Measurement Working
Third-party cookies are disappearing. Learn how first-party, server-side tracking, click IDs and hashed emails keep marketing attribution accurate without them.
· 2 min read
- Channels
CTV Attribution: How to Measure Streaming TV Ads That Drive Sales
Measure connected TV and streaming ads with QR codes, response windows, household network matching and vanity URLs, and see CTV's effect on sales across every store.
· 2 min read
- Channels
Email and SMS Attribution: Measuring Klaviyo, Mailchimp and SMS Revenue
How to attribute revenue to email and SMS campaigns across Shopify, Amazon and retail, using Klaviyo and Mailchimp click IDs, UTMs and hashed-email matching.
· 2 min read
- Fundamentals
First Touch vs Last Touch vs Linear Attribution: Which Model Should You Use?
Compare first-touch, last-touch and linear attribution models with worked examples, and learn when each one answers the question you are actually asking.
· 2 min read
- Privacy
Hashed Email Matching: Privacy-Safe Attribution Explained
What hashed email matching is, how SHA-256 hashing with a server-side secret protects customer data, and why email is the strongest key for cross-platform attribution.
· 2 min read
- Fundamentals
How to Calculate ROAS: Attributed vs Blended Return on Ad Spend
The ROAS formula, the difference between platform-reported, attributed and blended ROAS, and how to calculate return on ad spend across Amazon, Shopify and retail.
· 2 min read
- Buyer's guide
How to Choose Marketing Attribution Software: A Buyer's Checklist
A practical checklist for evaluating marketing attribution software, covering off-site sales, match transparency, privacy, models, integrations, pricing and setup time.
· 2 min read
- Retail
In-Store Attribution: Connecting Digital Marketing to Retail POS Sales
How to attribute in-store and point-of-sale purchases to ads, podcasts, email and events, using loyalty and receipt emails, POS exports and hashed matching.
· 2 min read
- Teams
Marketing Attribution for Agencies: Reporting Across Multiple Brands
How agencies can run consistent multi-channel attribution for many client brands, with separate workspaces, per-client roles, and reporting that includes Amazon and retail sales.
· 2 min read
- Channels
Podcast Advertising Attribution: How to Measure Podcast Ads That Drive Sales
Podcast ads rarely produce a click. Learn how to attribute podcast sponsorships with promo codes, vanity URLs, hashed emails and network matching, including sales on Amazon and in store.
· 2 min read
- Marketplaces
Shopify Marketing Attribution: Beyond Last-Click Reports
How to get accurate Shopify marketing attribution using landing-page click IDs, customer emails and multi-touch models, and how to include Amazon and in-store sales alongside Shopify.
· 2 min read
- Marketplaces
TikTok to Amazon Attribution: Measuring TikTok Ads and Creators That Sell on Amazon
How to measure TikTok ads, Spark Ads and creator posts that drive Amazon purchases, using ttclid, Amazon Attribution links, order exports and confidence-scored matching.
· 2 min read
- Tracking
UTM Parameters Best Practices: A Naming Convention That Survives Every Channel
How to name utm_source, utm_medium and utm_campaign consistently across ads, podcasts, email, creators and TV, with examples and common mistakes to avoid.
· 2 min read
- Marketplaces
Walmart Marketplace Attribution: Measuring Off-Walmart Marketing
How to measure which ads, creators and channels drive Walmart Marketplace sales, using order reports, tagged landing pages and confidence-scored matching.
· 2 min read
- Fundamentals
What Is Multi-Channel Attribution? A Practical Guide for 2026
Multi-channel attribution credits each sale to every marketing channel that influenced it. Learn how it works, which models to use, and how to measure sales on Amazon, Shopify and in store.
· 3 min read
