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Attribution Health answers: Is my marketing attribution accurate? When you ask “How is my attribution health?”, the AI Analyst runs a live audit against your orders data to show what percentage of purchases have attributable marketing touchpoints vs. direct or no-source fallback values such as (direct) / (none) and (none) / (none).

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Why It Matters

If a significant portion of your orders show as “direct” or “unattributed,” you can’t accurately measure which marketing channels are driving revenue. This affects:
  • ROAS calculations — Spend looks less efficient than it actually is
  • Budget allocation — You can’t shift spend toward what’s working
  • Channel comparisons — Organic and paid performance becomes unclear

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What the Audit Shows

When you ask about attribution health, you’ll see:

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Interpreting the Results

Marketplace orders are excluded. Attribution Health focuses on your direct-to-consumer (online DTC) orders — the ones where UTM tracking matters. Orders from Amazon, TikTok Shop, and other marketplaces are inherently attributed to that platform, so there’s no UTM to capture.

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Common Causes of Poor Attribution

Missing UTM Parameters

Campaigns without proper UTM tagging result in traffic appearing as direct.

Cookie/Tracking Blockers

Ad blockers, iOS privacy features, and browser restrictions prevent tracking.

Cross-Domain Issues

Customers moving between domains lose UTM parameters along the way.

Delayed Purchases

Long consideration cycles mean the original touchpoint expires before purchase.

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How to Improve Attribution

For detailed guidance on improving your attribution coverage, see the full Attribution Health toolkit:

Attribution Health Toolkit

Comprehensive strategies for improving tracking: UTM setup, checkout attribute capture, post-purchase surveys, and more.

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Quick Wins

  1. Audit your UTM tagging — Ensure all paid campaigns have consistent UTM parameters
  2. Enable checkout attribute capture — Capture UTMs at checkout to bypass cookie blockers (Shopify Plus)
  3. Add post-purchase surveys — Ask customers directly how they heard about you

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Example Questions

  • “How is my attribution health?”
  • “What’s the health of my tracking?”
  • “Is my UTM coverage good?”
  • “Why is so much traffic direct/none?”
  • “What percentage of orders are unattributed?”

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Attribution Health vs Data Health

If Attribution Health looks poor but Data Health is fine, the issue is your tracking setup — not your data pipeline. Focus on UTM tagging and checkout attribute capture.

Data Health

Check whether your data tables are fresh and available.

UTM Setup

Standardize UTM tagging for consistent attribution.

Why (direct) / (none) Happens

Deep dive into causes of missing attribution.

Checkout Attribute Capture

Capture UTMs at checkout to bypass cookie blockers.