Marketing and analytics
Understanding order attribution
Compare first-touch and last-touch views of orders, distinguishing attribution, revenue and missing data. The comparison supports campaign questions, without establishing causality.
During the presentation we define available tasks, configuration and any external services or dedicated development. Terms, costs and responsibilities are specified in the proposal.
Clicks, visits, orders:
not the same thing.
A demo store with seven traffic sources. Change the period, channel and model to see which campaigns bring visits and which ones bring the orders and revenue recorded in the store.
View the data as a table
| Campaign | Visits | Orders | Orders/100 visits | Revenue | Revenue/visit | Reported by the platform |
|---|---|---|---|---|---|---|
| Google · Brand search | 5,581 | 292 | 5.2 | €27,146 | €4.86 | 389 |
| Google · Performance Max | 8,156 | 155 | 1.9 | €12,855 | €1.58 | 356 |
| Meta · Prospecting | 28,191 | 100 | 0.4 | €7,534 | €0.27 | 837 |
| Meta · Retargeting | 4,819 | 117 | 2.4 | €9,649 | €2.00 | 222 |
| Weekly newsletter | 3,272 | 200 | 6.1 | €19,537 | €5.97 | — |
| Organic search | 17,709 | 187 | 1.1 | €16,054 | €0.91 | — |
| AI assistant answers | 1,102 | 35 | 3.2 | €3,369 | €3.06 | — |
| Direct / unidentified | 6,831 | 115 | 1.7 | €10,097 | €1.48 | — |
What attribution cannot know
- Without analytics consent some visits stay anonymous: the order arrives, its origin does not.
- Someone who sees an ad on their phone and buys on their laptop is, for the store, two visitors until they sign in.
- Touchpoints between the first and the last are not counted: BitHub Shop shows both ends, side by side.
- No model is “the truth”: first and last touch answer different questions. Using both stops you from cutting the campaign that opens relationships.
Demonstration with fictional data: it runs entirely in this page and does not represent the results of a real store.
See it working
on your catalogue.
We’ll show you the storefront and the back office with products like yours, and how you would get there from your current store.