Marketing Attribution

Marketing Attribution uses the tracking information on your orders to identify the marketing channels bringing customers to your store. Unlike ad platform dashboards that count their own conversions, Nummbas verifies attribution against your actual order data.

Where to Find It

Open Marketing Performance Center > Attribution. Its menu lists Sales by channel, Profit after ads, Customer lifetime value and Order journeys, which share one row of controls at the top of each page's first card: your stores, your ad accounts, the credit model and the dates. Customer lifetime value has no dates, because it covers each customer's whole history.

How It Works

When orders sync from your ecommerce platform, Nummbas reads the tracking details saved with each order and matches the order to a marketing channel. It checks these signals in order, and the first one that names a source decides:

1. Ad click IDs in the address of the visit that led to the order. Google, TikTok, Snapchat and Pinterest add one to every ad click, so an order from an ad counts for that ad platform even without UTM parameters.
2. UTM parameters in that address.
3. Sales channel reported by your ecommerce platform (for example "Online Store" or "Point of Sale").
4. Discount codes that you linked to a channel, or a code that is the ID of one of your ads or campaigns.
5. Referrer recorded when the customer visited your store.
6. Source type from your ecommerce platform (for example Shopify's source type field).

A Facebook click ID (fbclid) counts as Organic Social only when none of these signals names a source, because Meta adds it to unpaid links too.

Each matched order gets a source and a confidence score that reflects how reliable the match is. When store tracking recorded the visits before an order, the credit model you choose decides how the order's sales are shared between them.

Attribution runs automatically every time your orders sync. You can choose the credit model and how far back Nummbas looks, and add campaign tags to your ads so sales match the exact ad.

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 to 95%: a strong match from an ad click ID, UTM parameters or clear sales channel data
• 80%: a discount code you linked to a channel, or a code that names one of your ads or campaigns
• 70 to 75%: a match from the referrer, or from a Facebook click ID alone
• 50 to 65%: a match from the sales channel or source type with limited signals
• 30%: a best guess when tracking data is minimal

Discount codes

You can link your discount codes to the channel that shares them, for example a newsletter code to Email or a creator's code to Affiliate. In the Marketing Performance Center, open Setup, then Discount codes, and select Link discount codes. Choose a channel for each code and, for an ad platform, a campaign if you want one. An order that used a linked code is credited to that channel, unless its ad click, UTM parameters or sales channel already name a source. When you save, Nummbas updates the credit for past orders that used a code. Only an owner or admin can change the list.

Shopify visits

For a Shopify order that store tracking did not record, Nummbas uses the visits Shopify saved before the order: the visits from the 30 days before it, or since the customer's previous order if that was more recent, up to the latest 200. The credit models share the order's credit across these visits, as they do for visits store tracking records. Shopify keeps visits for 30 days only, so the 90-day window gives these orders the same credit as the 30-day window. These orders show "Shopify visits" in Order journeys.

Pages

Sales by channel

Sales credited to channels shows the sales Nummbas credited to a marketing channel in your dates, split into paid channels and other channels. Under it, Orders matched to a channel shows the share of your orders Nummbas could match to a channel. When fewer than half are matched, use the sales figures as a guide.

Daily sales by channel and Totals by channel each have their own credit model and dates at the top of the card. Each uses the page's choice until you pick a different one on that card, and then changes only that card, so you can compare one card's dates or credit model with the rest of the page.

Daily sales by channel shows each day's sales by channel. Up to six channels appear on their own. When there are more, the five with the most sales appear on their own and the rest are added together into one line. Point at that line's name under the chart to see each channel it adds up and its sales, or point at a day to see what each of them sold that day.

Totals by channel lists every channel with its sales, orders and share of sales. For each ad platform it also shows what the platform says its ads brought in, and how much more or less that is than the sales Nummbas credited to it. Ad platforms report whole days, so when your dates end today, these figures cover your dates up to yesterday. An ad platform's figure appears only when Nummbas has its results for every one of those days, so today on its own has no figure yet. Klaviyo counts email and SMS sales by the day each message was sent, so those rows have no platform figure.

Profit after ads

Shows each channel's orders, sales, ad spend, profit after ads, new customers, the cost of each new customer, first-order profit and the days until that cost is paid back.

Customer lifetime value

Groups customers by the channel or campaign that first brought them in.

Order journeys

Lists the orders in your dates with where each was credited. Select an order to see the visits Nummbas recorded before it, oldest first, and how its credit was split. Visits are kept for 13 months, and the credit worked out from them stays after that.

Products bought through email and SMS campaigns

On Email & SMS, select a campaign's name to see which products customers bought through it. For ad campaigns, the same list is on the campaign's Products tab.

Post-purchase survey

On Growth and Scale, you can ask customers how they heard about you after they order. Turn it on in the Marketing Performance Center, under Setup, on the Survey settings page.

• Shopify: add the Nummbas survey block to your checkout in Shopify.
• WooCommerce and BigCommerce: the survey shows on your order confirmation page once store tracking is on for the store. On WooCommerce, it needs version 1.2.1 or later of the Nummbas for WooCommerce plugin.
• Wix: the survey shows on your Thank You page once store tracking is on and the survey is on that page. If it is not there yet, open Nummbas in your Wix dashboard and select Add the survey.

On WooCommerce, BigCommerce and Wix, the survey appears only when the shopper allowed tracking, as store tracking does. Nummbas shows each answer with its orders and revenue, and next to the channel your tracking linked to the same orders.

Store tracking

On Growth and Scale, Nummbas can record visits to your Shopify, WooCommerce, BigCommerce or Wix store and match your online orders to the visit that led to them. Turn it on for each store in the Marketing Performance Center, under Setup, on the Store tracking page. Nummbas records visits when the shopper allows analytics and marketing tracking, or when your store does not ask for consent. If the law where you sell requires consent, use a cookie banner on your store, and name Nummbas as an analytics provider in your store's privacy policy.

On WooCommerce, store tracking needs version 1.2.0 or later of the Nummbas for WooCommerce plugin. The plugin reads your shoppers' cookie choices from a cookie plugin that supports the WP Consent API. If your store does not ask shoppers for cookie consent, confirm that in Nummbas instead.

Send orders to ad platforms

Nummbas can send each tracked online order to your Meta, Google Ads, TikTok and Snapchat ad accounts. Turn it on in the Marketing Performance Center, under Setup, on the Send to ad platforms page. Nummbas sends an order once it is paid and store tracking recorded the purchase. For a shopper in the European Economic Area, the United Kingdom or Switzerland, or whose country is unknown, Nummbas sends the order only when your store recorded the shopper accepting marketing cookies: through your store's cookie banner on Shopify, BigCommerce and Wix, or on WooCommerce through a cookie plugin that supports the WP Consent API. On Shopify, and on WooCommerce stores where tracking runs until the shopper declines, Nummbas sees a shopper's cookie choice only if the shopper makes it while store tracking is on. If a shopper chose before you turned on store tracking, Nummbas does not send their orders. Add a consent banner where the law requires one.

For Meta and Google Ads you can send revenue or profit, from every order or only from new customers. Profit is what the customer paid, minus tax, refunds, product costs, shipping costs and payment fees. Nummbas reads payment fees from Shopify Payments, from the WooCommerce Stripe Gateway, WooPayments and PayPal Payments plugins, and from any Stripe, PayPal or Square account you connect to Nummbas. An order without payment fees from one of these is not sent while you choose profit. TikTok and Snapchat receive the revenue from every order.

Nummbas uses its own event in each ad account, so your store's own purchase events stay as they are. To use it in a campaign: in Meta Events Manager, create a custom conversion from the Nummbas event. In Google Ads, first make your current purchase action secondary, then make the Nummbas conversion action primary, and check campaigns that use their own conversion goals. For TikTok and Snapchat, create a new pixel for Nummbas only and choose it in the ad group. Revenue that TikTok and Snapchat report for that pixel leaves out tax and counts only the orders Nummbas sends.

Google Ads also receives refunds and cost changes for 30 days after an order is sent. Sending Shopify orders to ad platforms is waiting for Shopify's approval. Nummbas does not send orders to Pinterest, because Pinterest would count them as extra checkouts next to the ones your Pinterest tag already sends.

Credit models and windows

Choose how Nummbas credits each online order. Last click gives the order to the last ad or marketing visit before it. First click gives it to the first visit in the window. Linear splits it equally across the visits in the window. Time decay gives more credit to recent visits, and a visit a week earlier gets half as much. The window is how far back Nummbas looks: 1, 7, 30 or 90 days. Visits with no ad or marketing source never take credit from a visit that has one. Orders without recorded visits keep the source your store saved with them. Choosing ad accounts leaves out the sales linked to that platform's other accounts. Sales not linked to an ad account still count, as do sales from other channels, such as email or direct visits, and from ad platforms left on all accounts.

Subscription renewals

When Recharge is connected to your Shopify store, Nummbas credits each subscription renewal order the same way as the customer's first order in that store, under the credit model and window you choose. The campaign, ad set and ad that brought a subscriber in then get credit for that subscriber's renewals in profit after ads. If Nummbas does not have the customer's first order in that store (for example, because your store's order history in Nummbas starts later), has not credited that order yet, or that order was also a renewal, the renewal is credited from its own order details, which usually means Direct. A renewal counts as an order, not as a new customer. In the Creatives tab it stays with its ad rather than an image or video. Lifetime value by campaign and payback already count every later order from the customers a campaign brought in, renewals included. In Order journeys, the Based on column shows "Customer's first order" for a renewal.

Survey answers

The Answers view shows the orders from your stores in the dates you picked, split into the orders whose customer answered the survey and the orders without an answer, and the revenue from the answered orders. When not every order was shown the survey, it also shows the answer rate: the share of orders shown the survey that received an answer. Under that, What customers said lists each answer with its orders, revenue and customers. If the survey is not on a Wix store's Thank You page yet, Needs attention beside the tabs says so and links to your Wix dashboard.

The Credit from answers view of Survey answers moves orders credited to Direct, or not linked to any source, to the source the customer named in your post-purchase survey, and lists only the sources whose orders moved. Each source from the survey has the name of the answer customers chose. Credit already assigned to another source stays unchanged, so every other source keeps the orders shown on Sales by channel.

Campaign tags

These tags help Nummbas match sales to your campaigns and ads. Performance Max campaigns have asset groups instead of ads, so Nummbas matches their sales to the asset group. If a Google keyword, dynamic ad target or sitelink has its own Final URL suffix, add the line there too.

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, Google, TikTok, Pinterest and Snapchat: use the lines in the Marketing Performance Center, under Setup, on the Link tags page. The page shows each platform's line, where to paste it, and how many of your active ads already send the tags.

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.

When a Google Ads order has no UTM parameters, Nummbas looks up the order's Google click ID (gclid) in the clicks Google Ads reports for your connected account, and credits the order to that click's campaign, ad group and ad. Google Ads reports each day's clicks the next day, so the campaign can appear a day after the order. Nummbas keeps the click report for 13 months.

Nummbas also reads the names and IDs of the campaigns, ad sets and ads in every connected ad account, including ads that have not spent yet. An order whose UTM parameters name a new ad's ID is credited to that ad from its first order.

Without utm_campaign tags, Nummbas cannot link orders to an email or SMS campaign, so its products list stays empty.

Data Sources

Attribution data comes from your connected ecommerce platforms:

Related Guides and Calculators

• True break-even ROAS calculator
• MER vs ROAS for ecommerce
• What blended ROAS tells you