Marketing Attribution

Marketing Attribution shows you exactly where your customers come from by matching every order to the marketing channel that brought them in. Unlike ad platform dashboards that count their own conversions, Nummbas verifies attribution against your actual order data.

How It Works

When orders sync from your ecommerce platform, Nummbas reads the tracking data attached to each order and matches it to a marketing channel. The system checks multiple signals in order of reliability:

1. UTM parameters on the order URL (highest reliability)
2. Sales channel reported by your ecommerce platform (e.g., "Online Store", "Point of Sale")
3. Referrer URL recorded when the customer visited your store
4. Source type from your ecommerce platform (e.g., Shopify's source type field)

Each order gets one channel assignment and a confidence score that reflects how reliable the match is.

Attribution runs automatically every time your orders sync. There is nothing to configure.

Channels

Nummbas classifies orders into these channels:

Confidence Score

Every attributed order gets a confidence score from 0% to 95%. Higher scores mean more reliable attribution.

• 90-95% — Strong match from UTM parameters or clear sales channel data
• 70-75% — Matched from referrer URL patterns
• 50-65% — Matched from sales channel or source type with limited signals
• 30% — Best guess when tracking data is minimal

The average confidence across all your orders is shown in the summary cards at the top of the page.

Page Sections

Summary Cards

Four cards at the top give you the big picture:

• Paid Revenue — total revenue from orders matched to a paid ad channel
• Organic Revenue — total revenue from non-paid channels (direct, email, search, social, referrals)
• Attribution Coverage — what percentage of your orders we could match to a channel
• Avg Confidence — how confident the matches are across all your orders

Channel Revenue Over Time

A stacked area chart showing daily revenue broken down by channel. Use this to see whether your revenue mix is changing over time and how dependent you are on paid ads versus organic channels.

Platform-Reported vs Verified Revenue

For each connected ad platform (Meta, Google, TikTok), this section compares what the platform says it earned you versus what Nummbas can verify from your actual orders. The difference shows how much each platform may be over-counting conversions.

Channel Breakdown

A sortable table showing all channels ranked by revenue. Click column headers to sort by revenue, order count, or confidence. Each row includes:

• Revenue and order count
• Percentage of total revenue
• Average order value for that channel
• Confidence score

Customer Lifetime Value by Channel

Shows the average lifetime value of customers grouped by the channel that first brought them in. This helps you identify which channels bring repeat buyers versus one-time shoppers.

Campaign-Product Attribution

Shows which ad campaigns sell which products. Use this to match your creative and targeting to the products that actually convert.

UTM Parameters

UTM parameters are tags you add to your ad and marketing URLs so Nummbas can identify which campaign, platform, and channel brought each customer. They are the most reliable source of attribution data.

What Are UTM Parameters?

When someone clicks a link to your store, the URL can include tracking tags like this:

https://yourstore.com/products/best-seller?utm_source=facebook&utm_medium=cpc&utm_campaign=summer-sale

Your ecommerce platform (Shopify, WooCommerce) automatically captures these tags when the customer places an order.

Which UTM Tags Does Nummbas Use?

How to Set Up UTM Parameters

Meta Ads: Meta automatically adds UTM parameters when you enable "URL Parameters" in your ad settings. Go to your ad set, scroll to "Tracking", and add:

• utm_source=facebook
• utm_medium=cpc
• utm_campaign={{campaign.name}}

Meta supports dynamic parameters like {{campaign.name}} that automatically fill in the campaign name.

Google Ads: Google Ads can auto-tag URLs, but for best results with Nummbas, add manual UTM parameters in your ad URLs:

• utm_source=google
• utm_medium=cpc
• utm_campaign={campaignname}

TikTok Ads: In your TikTok ad settings under "Tracking", add URL parameters:

• utm_source=tiktok
• utm_medium=cpc
• utm_campaign=__CAMPAIGN_NAME__

Email (Klaviyo): Klaviyo automatically adds UTM parameters to links in your emails when you enable "UTM Tracking" in your Klaviyo account settings under Settings > UTM Tracking.

SMS: Most SMS platforms (Attentive, Postscript) have built-in UTM tagging. Check your platform's settings for "link tracking" or "UTM parameters".

What Happens Without UTM Parameters?

Without UTM tags, Nummbas falls back to other signals like referrer URLs and sales channel data. These still work but with lower confidence scores.

The Campaign-Product Attribution section on the Marketing Attribution page requires UTM campaign data. Without utm_campaign tags on your ad URLs, this section will not appear.

Data Sources

Attribution data comes from your connected ecommerce platforms: