AttributionStarter+
How Marginful credits orders to ad channels, the models it offers and why it differs from platform-reported figures.
Each ad platform reports the orders it thinks it caused. When a customer clicks a Meta ad and then a Google ad, both platforms often claim the same order. Adding their figures together counts the order twice.
Marginful attributes orders from your own data. For each order, the credits always add up to exactly one order, so revenue and profit are never double-counted.
Where the data comes from
- Shopify stores: the landing page and UTM parameters Shopify saves with each order. Nothing is installed on your storefront and your theme is never changed.
- Other stores (WooCommerce, custom sites): the Marginful pixel, a site snippet you add from Integrations, records visits: UTM parameters, ad click IDs and the landing page.
- Ad click IDs such as
fbclid,gclid,ttclidandmsclkidare recognised automatically. - UTM templates make clicks map to campaigns, ad sets and ads. Use the URL builder in Marketing.
Models
| Model | How credit is shared |
|---|---|
| Last click (default) | 100% to the last non-direct touch before the purchase |
| First click | 100% to the touch that introduced the customer |
| Linear | Equal credit to every touch in the window |
| Position-based | 40% first, 40% last, 20% shared by the touches in between |
| Time decay | More credit to touches closer to the purchase (7-day half-life) |
| Custom | Your own first, middle and last weights |
Look-back window
Touches older than the window are ignored. The default is 30 days; you can set 1 to 90 days. Changing the model or window rebuilds every customer journey in the background.
Set both in Marketing → Attribution → Attribution model & window. You need the Owner, Admin or Marketing role.
Real ROAS and platform-reported ROAS
- Real ROAS uses Marginful's last-click attribution: each order counts once.
- Platform-reported ROAS is what the platforms claim. It is usually higher.
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