Who should own attribution at this stage
Early on, the pixel and the orders are enough to see if a channel is alive. Later, the platforms take credit for the same order and you need a view that is not theirs.
The lists for this job
These are the ones I'd pick first, which is why I partner with them. I may earn a referral fee.
DISCLOSURE
Listings and verdicts can't be bought. Sponsored slots and reviews are always labeled.
WHAT MATTERS
- Shopify orders are the number you start from.
- You know which decision the report is for.
- You will not run three attribution models and average them.
Before you sign
- Which decisions the tool is allowed to influence.
- What it costs relative to monthly ad spend.
- How you will notice if the connector breaks.
NONE OF THESE
If you are not spending meaningful money on paid, do not buy an attribution product. Look at orders, the pixel, and the creative.
Questions
Is Google Analytics enough?
At the start, together with the channel apps, yes. Add a tool when the platforms disagree and the disagreement is expensive.
Should I trust the ad platform's own numbers?
Use them to run the account. Do not use them as the only record of what the business did.
Do I need server-side tracking?
When the gap between clicks and orders is changing your spend. Not as a default install on day one.