Difference between Shopify attribution model, Google Ads, Facebook Ads, and Google Analytics

In our previous series, we talked more about marketing attribution. We shared thoughts about Google Analytics, Google Ads, and Facebook Attribution Models. We learn about them so we can utilize them properly in our PPC Campaigns.

Moreover, I believe you already heard, or even use, the known eCommerce platform, Shopify. But did you know that Shopify also uses attribution models? If not, let’s try to dissect Shopify attribution and compare it with other attribution models we know.

So, this would be the plan. We’ll learn about:

• Shopify attribution modeling
• How to track Shopify conversion?
• Difference between Shopify attribution models among Google Analytics, Google Ads, and Facebook attribution models.

How can it help in our PPC campaign?

Let’s get started!

As we already know, attribution models help us better understand the customer journey. It enables us to give appropriate credit to the channels and campaigns that contribute to the path to conversion. Interestingly, Shopify Analytics runs two (2) attribution models under its Marketing reports.

• Conversion by first interaction – Attributes all the credit to conversion to the first touchpoint.
  
  
• Conversion by last interaction – Attributes all the credit to conversion to the last touchpoint.
  
  

Take note, Shopify attribution uses last clicked interaction. It doesn’t give a credit to the conversion to a direct channel. It means that it attributes the conversion credit to the last clicked ad and its corresponding keyword even if it’s a direct visit to your eCommerce store. Shopify Analytics has the Attribution model comparison option wherein you can compare both the conversions by first and last interaction.

Moreover, if you want to use other attributions to better understand your Shopify campaigns, you can either link them to Google Analytics or Google Ads so you can use the six (6) attribution models available.

• Last click attribution – 100% of the credit is given to the last clicked ad and corresponding keyword.
  
  
• First click attribution – 100% of the credit is given to the first clicked ad and corresponding keyword.
  
  
• Linear attribution – Credit is evenly distributed across all ad clicks on the user’s conversion path.
  
  
• Time decay attribution – More credit is given to the ad clicks that happened nearest to the time of conversion.
  
  
• Position-based attribution – 40% of the credit is given to the first and last-clicked ads and corresponding keywords while the remaining 20% is attributed equally to other ad clicks.
  
  
• Algorithmic attribution – It is known as custom attribution. Credit will be given accordingly based on the historical data of the path to conversion.

When running a Shopify campaign, understanding the basic eCommerce metrics is important since it gives you a more accurate picture of the performance of your marketing campaign. These metrics include analyzing the traffic, conversion rates, total sales, and average order value.

Here are effective ways that you can apply to come up with a better advertising campaign and identify valuable customers.

• Utilize Shopify Analytics.
  The analytics tool gives you access to the dashboard and reports. It provides essential data such as your eCommerce stores’ activity and key financial reports. Take note, if you have Shopify Plus, you have access to all features of Shopify Analytics that other Shopify plans don’t have.
  
  
• Set up conversion tracking codes and pixels.
  You need to set up these codes and pixels properly to ensure accurate tracking. You can follow these steps so you can apply Facebook Pixels, Google Ads Conversion Tracking Tag, and Google Analytics Goals and Ecommerce Transaction correctly.
  
  
• Use Attribution Connector.
  You need to install the Attribution Connector app first to utilize its tracking features.
  
  

These reporting tools can help you better understand your campaign performance and identify precise computation of the ROAS from your online marketing and advertising channels.

Identifying the attribution differences is crucial since it is where you would analyze and base your marketing decisions. Though, in general, there’s no right or wrong attribution model, but you need to choose the attribution model that would fit your business goals to come up with precise marketing reports and valuable insights. So, here’s a simple description of how attribution, by default, varies between marketing platforms.

• SHOPIFY
  Shopify tracks ad clicks across different marketing channels and eliminates duplicate conversions from all channels. It attributes credit to the last touchpoint in the path to conversion.

• GOOGLE ANALYTICS
  Google Analytics tracks all clickable actions across all marketing channels and also removes duplicate conversions from all channels, but will give credit for the conversion to the last non-direct touchpoint.
  
  
• GOOGLE ADS
  Google Ads only tracks clickable actions from the Google Ads campaign. It doesn’t eliminate duplicate conversions from other channels and will give conversion credit to the last click ad and its corresponding keyword.
  
  
• FACEBOOK ADS
  Facebook only tracks Facebook and Instagram ads clickable actions and interactions. It also doesn’t remove duplicate conversions from other channels and will attribute the credit for the conversion to all individuals who clicked on the ad and purchased within 28 days, or to all individuals who saw the ad and purchased within 24 hours.

There’s no perfect attribution model, but its imperfection gives you the freedom to create custom campaigns, especially that digital advertising nowadays is getting broad and complicated. If you have the attribution modeling mastery, you can better improve your social media marketing and other online advertising strategies. You can easily optimize your campaigns based on the user experience and minimize your advertising spend.

We, smart marketers, use marketing attribution and its diversity to build creative and effective PPC campaigns. We aim to drive more direct traffic and potential customers as soon as possible. So if I were you, start upgrading yourself — from a digital marketer to a smart marketer real quick!