Deduplicated ROAS that matches your bank account.
Ad platforms double-count revenue. A customer clicks a Meta ad and a Google ad, then buys once – but both platforms claim the full sale. Attribution tracks the actual customer journey at the user level, so your ecommerce ROAS reflects what actually happened.
Your ad platforms are lying about your ROAS.
Each platform only sees its own channel. It can't see what happened before, after, or alongside its own touchpoints. Attribution sees the complete customer journey across every channel and produces fully deduplicated, fully auditable, fully reconciled ROAS numbers.
Deduplicated revenue across every platform
A customer clicks a Meta ad Monday and a Google ad Wednesday, then buys for $80. Attribution sees both clicks, one purchase, one revenue event. Your ROAS reflects the $80 you actually made, not the $160 the platforms claim.
First-time vs. returning purchasers by channel
Attribution tracks every customer with persistent identity, so you know exactly which channels acquire new buyers and which re-engage existing ones. See first-time revenue, repeat revenue, and conversions split by channel and time period.
Cohort payback curves by channel
You spent $15K on Google last month. Attribution's cohort report tracks cumulative revenue month by month so you can see exactly when that spend breaks even – and how the payback differs across Meta, TikTok, and every other channel.
Attribution connects to all your ad platforms.
Attribution pulls spend data directly from every major ad platform's API and binds actual cost to each individual user's journey independently. One customer, every touchpoint, every dollar of spend, reconciled.
Google Ads 
Meta Ads 
TikTok Ads 
LinkedIn Ads 
Microsoft Ads 
Pinterest Ads 
Quora Ads 
StackAdapt 
Outbrain 
AdRoll Finally know which channels acquire new customers.
60% of ecommerce revenue comes from returning customers. But ad platforms can't tell you which purchases are new buyers vs. people who would have bought anyway. Attribution's first-time purchasers report shows you the truth.
You're paying Meta for customers you already own
Meta reports 3,330 purchases. But 720 are repeat buyers who would have come back through email or direct. Your real first-time CAC on Meta is $18.62. The blended number Meta shows you is $14.59. That's a 28% gap.
Your CAC looks great but your customer base is shrinking
Blended CAC is $16.12. Looks efficient. But first-time acquisitions dropped 15% this quarter while repeat conversions grew. You're spending more to re-acquire existing customers, not grow.
Google is acquiring. Meta is re-engaging.
Google drove 2,840 first-time purchases and only 380 repeats. Meta drove 2,610 first-timers but 720 repeats. Google's repeat revenue is negative. Without this report, you'd never see the difference.
You don't know your real payback period
Ecommerce brands lose an average of $29 on the first sale. When does it pay back? The first-time purchaser split feeds into the cohort report so you can size your acquisition budget to the actual payback curve.
See exactly when each channel breaks even.
You spent $15K on Meta last month. Is that profitable? You won't know from today's ROAS. Attribution's cohort report tracks cumulative revenue over time so you can see the full payback curve by channel.
Native ecommerce platform integrations.
Attribution connects directly to your ecommerce platform to track orders, revenue, and customer behavior automatically. Real revenue from your store, not self-reported values from ad platforms.
Shopify
Attribution's native Shopify app automatically tracks pageviews, website interactions, and order events with zero setup. No code, no developer, no tag manager.
For Segment customers, the separate Shopify CDP Connector sends Shopify events directly to your Segment source with identity resolution and order matching built in.
Twilio Segment
One-click install. Attribution receives your existing track() and identify() calls and adds user-level cost data, ROAS, and LTV on top. Sends 20+ enriched traits back to every downstream destination.
Your Klaviyo flows, Braze campaigns, and data warehouse all get attribution context automatically.
BigCommerce
Same user-level cost tracking, same first-time purchaser analysis, same cohort payback reports as Shopify. Combined with Stripe, Recurly, or Zuora, your ROAS calculations use real revenue from your payment system.
WooCommerce 
Stripe 
Recurly 
Zuora 
RudderStack 
Amplitude First-party tracking you can trust.
Attribution's first-party tracking captures every visit and event, resolves identity across sessions and devices, and connects the dots that platform pixels can't.
First-party identity resolution
Based on the same methodology as the Twilio Segment SDK. Uses identify() calls to stitch anonymous sessions to known buyers. No need for fingerprinting. No third-party cookies. Persistent identity across devices and sessions.
One-click Segment install
Attribution is Segment's only preferred attribution partner. If you use Segment, installation is one click. Attribution receives your existing track() and identify() calls and adds user-level cost data, ROAS, and LTV on top.
Offline channel tracking
TV and radio attribution via response windows. Podcast ads, direct mail, and QR codes tracked alongside digital channels. CallRail integration for phone call attribution. Every offline touch modeled in the same framework as your paid digital.
Bidirectional Segment enrichment
Attribution sends 20+ enriched traits back to Segment: first touch channel, LTV, cost of clicks, customer path, purchase data, and more. Your Klaviyo flows, Braze campaigns, and warehouse all get attribution context automatically.
Train your ad platforms on real purchase data, not clicks.
Your ad platforms optimize for clicks. Attribution knows who actually bought. Attribution feeds your purchase data back to Google, Meta, LinkedIn, and Microsoft daily via each platform's Conversions API, so their algorithms learn what your real buyers look like — not just who clicked.
Attribution pulls from a project view. You choose the attribution model, conversion events, and value method. The platform receives what Attribution calculated, not its own self-serving numbers.
Google Ads Meta Ads LinkedIn Ads Microsoft Ads Four measurement methods. One platform. No extra cost.
Multi-touch attribution tells you which ads drove purchases. MMM tells you where to shift budget. Incrementality tells you what's truly incremental. Data-driven attribution lets the data decide. Attribution gives you all four.
Which ads actually drive purchases?
Map every touchpoint from first ad impression to purchase and beyond. See which campaigns drive first-time buyers vs. returning customers. Calculate true ROAS with user-level cost data that de-duplicates across platforms. Toggle between five models and four configuration modes to match your business.
Track what digital-only tools miss.
Your customer heard a podcast ad, Googled your brand, and bought three days later. Attribution connects the dots between offline exposure and online conversion.
TV & Radio
Response windows track conversion lift during and after broadcasts. See the ROAS of your TV spot in the same dashboard as your Meta campaigns.
Podcast & Direct Mail
QR codes, vanity URLs, and promo codes connect offline touchpoints to the customer journey. Measure direct mail ROAS alongside digital.
Phone Calls
CallRail integration tracks inbound calls as conversion events. Know which ad drove the phone call that closed the sale.
Bring your own data
Attribution can model any channel you can measure. Upload CSV files with offline conversions, CRM exports, call logs, or event attendance. As long as each row has a who, a what, and a when, it becomes a touchpoint in your model. No predefined schema. No connector required.
Every number traces to raw data. Export everything.
Click any metric on any dashboard and drill into the underlying visits, users, and cost allocations. No black box. No ML layers between you and the data. Export nine structured tables to Snowflake, BigQuery, Redshift, or Databricks via native ETL.
Snowflake 
BigQuery 
Redshift 
Databricks 
S3 
Azure 
GCS What ecommerce teams say
"Attribution enables us to understand what role each channel plays in the funnel. A higher CPA might be acceptable because we can see clearly that channel is bringing more people into the funnel."
"Attribution provides an additional analytics layer that helps brands investigate and understand how creators impact the greater user journey."
Frequently asked questions
Ecommerce attribution software tracks the complete customer journey from first ad impression to purchase and connects marketing spend to actual revenue. Unlike ad platform reporting, which counts every conversion each platform touched and double-counts across channels, ecommerce attribution de-duplicates conversions and shows the true cost of acquiring each customer. Attribution is an ecommerce attribution platform that tracks cost at the user level, separates first-time purchasers from returning customers, and provides cohort-based ROAS analysis that shows when each channel’s spend breaks even. Attribution integrates natively with Shopify, BigCommerce, and WooCommerce, and connects to Stripe, Recurly, and Zuora for real revenue data.
The best Shopify attribution tool depends on your scale, channel mix, and what you need beyond basic dashboards. Attribution offers a native Shopify app with one-click auto-install that tracks pageviews, interactions, and orders automatically. It provides user-level cost tracking, first-time vs. repeat purchaser analysis, cohort payback reports, and Offline Conversion Events that feed data back to ad platforms. Attribution also offers a separate Shopify CDP Connector that sends Shopify events to Twilio Segment with identity resolution built in. Other Shopify attribution tools include Triple Whale, which focuses on AI-powered ecommerce intelligence with creative analytics, and Northbeam, which uses ML-based attribution modeling. Rockerbox serves enterprise DTC brands with offline channel support. Attribution differentiates with full data auditability, user-level cost tracking, and included MMM and incrementality testing at no additional cost.
Ad platforms report ROAS at the campaign level, and each platform claims full credit for every conversion it touched. If a customer clicked a Meta ad and a Google ad before purchasing, Meta reports the full $80 sale and Google reports the full $80 sale. Your platforms show $160 in revenue. Your bank account shows $80. This is not a bug. It is how platform attribution works, because each platform can only see its own channel. Attribution solves this by tracking the actual user across every platform, summing the actual cost of every ad click across every channel, and comparing it to the actual revenue that user generated. That is why Attribution’s ROAS matches the bank account and platform-reported ROAS never will.
To know your real ROAS, you need a system that tracks cost at the user level, not the campaign level. Attribution binds actual ad spend to each individual visitor’s journey across every platform. When a customer converts, Attribution knows exactly which ads they clicked, how much each click cost, and assigns credit using your chosen attribution model. This produces fully deduplicated, fully auditable ROAS by channel, by campaign, and by time period. You can click into any metric and trace it back to the underlying visits, costs, and credit assignments. No black box. No ML layers between you and the data.
Attribution’s first-time purchasers report splits revenue, conversions, and ROAS into first-time buyers and repeat customers, by channel and by time period. This answers the most important question in ecommerce marketing: which channels actually acquire new customers vs. which channels re-engage people who were going to buy anyway? The report shows first-time purchaser ROI, first-time attributed revenue, first-time conversions, and revenue per sale alongside the same metrics for repeat purchasers. You can drill into each channel and campaign to see the split. Most ad platforms cannot make this distinction because they track at the campaign level, not the user level.
The answer depends on your product, price point, and channel mix, which is why Attribution’s cohort report exists. It groups customers by the month they were acquired and tracks how much cumulative revenue they generate over time. Each row shows a monthly cohort with its ad spend and cumulative ROAS for each subsequent month. Red cells mean the cohort has not broken even yet. Green means it has. This tells you exactly when each channel’s spend pays back. For subscription and consumable brands, the look-forward window keeps tracking revenue as repeat purchases and renewals come in for as long as they keep generating results. You can filter by channel to compare payback periods across Meta, Google, TikTok, and every other channel.
Yes. Attribution integrates natively with all three major ecommerce platforms. For Shopify, Attribution offers a native app called ATB: Attribution Reports in the Shopify App Store with one-click auto-install that tracks pageviews, interactions, and orders with no coding required. Attribution also offers a separate Shopify CDP Connector app that sends Shopify events directly to a Twilio Segment source with identity resolution and order matching built in, replacing tools like LittleData. BigCommerce and WooCommerce receive the same attribution capabilities: user-level cost tracking, multi-touch attribution models, first-time purchaser analysis, cohort payback reports, and raw data export. Attribution also integrates with Stripe, Recurly, and Zuora for subscription and payment revenue.
Yes. Attribution’s Offline Conversion Events feature automatically feeds attribution-weighted conversion data back to Google Ads, Meta Ads, LinkedIn Ads, and Microsoft Ads daily via each platform’s Conversions API. This closes the loop so ad platform algorithms like Google’s Smart Bidding and Meta’s Advantage+ optimize for people who actually purchased, not just people who clicked. You control which attribution model, conversion events, traffic filters, and value method to use. You can send full revenue, attribution-weighted partial credit, a normalized score, or signal only. Offline Conversion Events is available at no additional cost.
Attribution is a strong alternative to Triple Whale for ecommerce brands that need deeper measurement beyond dashboards and creative analytics. Attribution tracks cost at the user level to produce deduplicated ROAS that matches your bank account, while Triple Whale uses a first-party pixel with its own attribution model. Attribution provides a first-time purchasers report that separates new customer acquisition from repeat purchases by channel, cohort payback analysis showing when ad spend breaks even, Offline Conversion Events that feed data back to ad platforms, and included media mix modeling and incrementality testing at no additional cost. Attribution also works with BigCommerce and WooCommerce in addition to Shopify, and offers a bidirectional integration with Twilio Segment that enriches every downstream destination with attribution data. Triple Whale excels at AI-powered insights via Moby, creative performance analytics, and Shopify-native reporting for brands focused primarily on paid social optimization.
Yes, at no additional cost. Attribution tracks user-level cost data and de-duplicated conversions, which are the exact inputs that media mix models and incrementality tests require. Teams can export this data and connect it to an LLM like Claude or ChatGPT for saturation curves, budget reallocation recommendations, and incrementality test designs in minutes. Open-source frameworks like Meta Robyn and Google Meridian also work with Attribution’s exported data. Additionally, teams can build data-driven attribution models by exporting raw journey data and having the LLM dynamically weight touchpoints based on their actual influence on purchases. Dedicated MMM and incrementality platforms typically cost $50,000 to $200,000 or more per year.
