Hi S-Tapers!
We’ve been encountering a recurring issue across multiple Shopify-based clients related to inaccurate conversion attribution. Most of these clients are running active Meta (Facebook) and Google Ads campaigns, but a significant percentage of conversions are being attributed to Klaviyo rather than the ad platforms that actually drove the traffic.
As a result, platforms like Meta and Google report zero conversions, while Klaviyo takes full credit. This leads to confusion and dissatisfaction for clients trying to evaluate the effectiveness of their paid campaigns.
Here’s what we’ve observed:
- Shopify analytics shows some interaction with paid channels
- However, the final purchase event often isn’t attributed back to the correct source
- This makes the data unreliable and undermines the perceived value of ad campaigns
Tracking Setup:
- We’ve implemented both client-side and server-side event tracking
- This was done using Stape’s assets (tag templates, variable templates) and according to their documentation
Attribution Behavior:
- Conversions that happen within the same session are typically attributed correctly to the ad platforms
- Issues arise in multi-touch journeys, including:
- Cross-session conversions
- Cross-device conversions
- Scenarios involving Klaviyo (e.g., email click followed by purchase)
In these cases, attribution often skews entirely toward Klaviyo, even if the original source was a paid ad.
Recent Discovery:
I came across this article from Stape:
How to achieve 100% accurate tracking on Shopify with sGTM and Stape Store
The approach outlined in the article seems promising in theory. I’m wondering if anyone here has implemented it and can share their experience:
- Did it resolve your attribution issues?
- Any limitations or unexpected outcomes?
Kindly share your experiences if you have implemented such before.
If there any others solution/approach which minimizes such incident, I would really appreciate insight & guidance.
Thanks!