Signup now for early access

Shopify Attribution

Know which campaigns actually make the sale - not just the last click.

Multi-touch attribution, first-party customer journeys, and six models built for Shopify DTC brands - so you stop crediting “Direct” and start seeing what really drives revenue.

Join Waitlist Book a Demo

Built for Shopify · First-party pixel · Meta & Google connected

The problem

Shopify shows revenue and last-click. That's not attribution.

Your platforms disagree because they count differently. Here's where Shopify's built-in numbers quietly mislead you - and why your Meta ROAS never matches your Shopify revenue.

2-3× over-reported

Meta says more sales than Shopify

Meta counts view-through conversions, a 7-day click window, and de-duplicates across devices its own way. Shopify counts last-click. Neither is "wrong" - but they can’t both be right, and you’re budgeting on the gap.

~30% "Direct / Unassigned"

Lost journeys pile up as Direct

When the referrer or UTM is missing, Shopify dumps the sale into Direct - hiding the email, the paid click, or the influencer that actually started the journey.

Last-click over-credits the bottom of the funnel

Branded search and email get the credit because they happen to be last. The channels that introduced the customer get nothing - so you under-invest in discovery.

No view of the full journey

A real customer touches 4-6 channels before buying. A single-touch model throws 3-5 of them away. You can’t optimize what you can’t see.

One sale, six lenses

The same order. Six models. Six different answers.

A real customer journey, credited every way Prism can. The point isn't which model is "right" - it's that the model you pick changes the decision you make.

Meta AdDay 1

Google SearchDay 3

EmailDay 6

DirectDay 7

$180Order placed

One $180 order · 4 touchpoints over 7 days

Model	Meta	Google	Email	Direct	Use it to…
Last-click	–	–	–	$180	credit the channel that closed the sale
First-click	$180	–	–	–	credit the channel that found the customer
Linear	$45	$45	$45	$45	value every touch equally
Time-decay	$23	$36	$49	$72	weight the touches closest to purchase
Linear non-direct	$60	$60	$60	–	ignore direct/branded, credit the earners
Prism ViewDEFAULT	$63	$36	$54	$27	Prism's balanced view across the journey

Every row sums to the full $180. Switch models in one click - Prism re-credits every order instantly.

What Prism does

Attribution, end to end.

Built for how Shopify brands actually grow - from first touch to credited sale.

01 - Multi-touch attribution

Credit every touch, not just the last.

Prism reconstructs the full customer journey and distributes credit across six models you control - so discovery channels and closers both get their fair share, and your numbers reconcile to Shopify orders.

Six models, incl. Prism View - switch in one click
First-party customer-journey reconstruction
Zero-party signals: post-purchase survey + discount codes
Drill down to campaign, ad set & ad

Build your own custom models

Set up to 3 custom models with your own channel weights and time mechanics.

Reconciles to Shopify orders

Attribution that ties back to real orders - numbers you can actually trust.

Also in Prism: a full P&L

A complete business-wide profit & loss - a separate feature, not an attribution output.

How it works

Live in minutes, not a migration.

No complex setup. Connect, and start seeing real attribution today.

Connect your store

Install the pixel and link Meta & Google. No theme rebuild, no warehouse.

Prism reconstructs journeys

Every session is stitched into a first-party journey across channels and devices.

See attribution your way

Switch models, drill into campaigns, and trust numbers that reconcile to Shopify.

How it compares

Where attribution actually lives today - and where it falls short.

A generic look at the alternatives most Shopify brands try first.

Capability	Shopify native reports	Ad-platform dashboards	Spreadsheets	Point attribution tools	Prism
Multi-touch attribution	generic models only	single platform	–	✓	✓ 6 models
Custom attribution models	–	–	–	rare	✓ up to 3
First-party customer journey	–	–	–	varies	✓
Zero-party signals (survey, discount)	–	–	–	rare	✓
Reconciles to Shopify orders	✓	–	manual	varies	✓
Typical starting price	included	included	free	>$100/mo	$29/mo

Generic category comparison - no named competitors. Detailed head-to-heads live on dedicated comparison pages.

Integrations

Connects to the stack you already run.

Shopify

Meta Ads

Google Ads

More coming soon

TikTok

Snapchat

FAQ

Questions Shopify operators actually ask.

Shopify attribution accuracy

Does Shopify have built-in attribution?+

Yes, but only generic models. Shopify’s marketing reports offer standard multi-touch models (like last-click, first-click and linear) - but they can’t be customized, don’t reconstruct a full first-party journey, roll lost sessions into "Direct / Unassigned," and don’t reconcile against what Meta and Google report. Prism adds first-party journeys, zero-party signals and custom models on top.

Why does Meta report more sales than Shopify?+

Meta counts view-through conversions, uses a 7-day click window, and de-duplicates across devices its own way. Shopify counts last-click only. The platforms are measuring different things, so their totals diverge - Prism shows you one reconciled view instead.

Why is so much of my traffic "Direct / Unassigned"?+

It usually means the referrer or UTM was lost along the way. Prism’s first-party pixel stitches sessions together so those orders get their real source back instead of defaulting to Direct.

Attribution models

What is multi-touch attribution?+

Instead of giving 100% of the credit to one touch, multi-touch attribution distributes credit across every channel a customer interacted with on the way to buying - so discovery channels and closing channels both get their share.

Which attribution model should I use?+

It depends on the decision. First-click for discovery, last-click for closing, linear or time-decay for a balanced view, and Prism View as a sensible default. The "one sale, six lenses" section above shows how each one changes the answer.

Can I set up my own custom attribution models?+

Yes. Beyond the six built-in models, Prism lets you create custom attribution models - up to three - with your own channel weighting and time mechanics, so the credit rules match how your business actually works.

Can I configure the Prism View model?+

Prism View works out of the box as a balanced default, and you can layer your own custom models alongside it. (We don't publish the internal mechanics of Prism View.)

Setup & data

Do I need to change my theme or pixel setup?+

No theme rebuild. You install Prism’s first-party pixel and connect your ad platforms - most stores are live the same day.

How far back does the customer journey look?+

Prism reconstructs journeys across a multi-week lookback so longer consideration cycles are captured, not just the final session.

Profit & ROAS

Does Prism also do profit and P&L?+

Yes - as a separate feature. Prism includes a business-wide profit & loss view (revenue minus every cost). It's distinct from attribution: attribution decides which channel gets credit; the P&L measures your total profit. One doesn't change the other. See Shopify profit analytics →

See what actually drives your Shopify revenue.

Join the waitlist for early access to Prism attribution.

Join Waitlist Book a Demo