Attribution glossary
The tracking and attribution terms you run into when your Shopify numbers and your ad platforms disagree, explained plainly, with how each one shows up in your reports.
Attribution window
An attribution window is the period after someone clicks or views an ad, or opens a marketing email, during which a purchase can still be credited to it. Meta, Google Ads, TikTok, GA4 and Klaviyo each set their own window, which is a big reason their combined sales add up to more than Shopify shows.
fbclid
fbclid is a parameter Meta adds to the URL when someone clicks a link on Facebook or Instagram. The Meta pixel saves it in the _fbc cookie so a later purchase can be matched to the click. It shows a visit came from Meta, but not that it came from an ad, because organic clicks often carry one too.
Server-side tracking
Server-side tracking means sending conversion data, such as a purchase, to Meta, Google or your analytics from a server instead of from the shopper's browser. It's harder for ad blockers and browser privacy rules to stop, so the ad platforms see more of your sales. It doesn't decide which channel earned the sale.
UTM parameters
UTM parameters are tags added to the end of a link, like ?utm_source=newsletter&utm_medium=email, that tell analytics tools where a visit came from. Always set source, medium and campaign. Shopify, GA4 and attribution tools all read them to decide which channel gets credit for a visit and, later, a sale.
View-through conversion
A view-through conversion is a purchase an ad platform credits to an ad the shopper saw but never clicked, as long as they buy within a set time, often one day. Shopify never counts these, which is a big reason Meta and other platforms report more sales than your store recorded.