Conversion Attribution

Shopify truth, GA4 analytics attribution, and Meta platform attribution are shown separately and never added together.

Attribution Reconciliation

Metric	Shopify	GA4	Meta	Notes

These systems use different attribution models and time zones. Shopify is the revenue source of truth. Date ranges may differ slightly by platform timezone.

Facebook attribution — separate evidence

Facebook Ads — Shopify confirmed

Unavailable

Shopify Direct · High confidence

Facebook Ads — GA4 attributed

GA4 Direct · Medium confidence

Facebook Ads — Meta reported

Meta Direct · Medium-Low confidence

UTM Tracking Health

Facebook paid traffic with UTM

GA4 Direct · Paid medium detected

Facebook referral without paid UTM

GA4 Direct · Diagnostic

Instagram referral without paid UTM

GA4 Direct · Diagnostic

Unknown paid-social traffic

GA4 Direct · Diagnostic

Use consistent UTM parameters on Meta ads for better attribution.

utm_source=facebook&utm_medium=paid_social&utm_campaign={{campaign.name}}&utm_content={{ad.name}}&utm_term={{adset.name}}

Recommendation only. This dashboard does not modify ads.

Conversion source evidence

Shopify referrer = High, GA4 source/medium purchase = Medium, Meta platform action = Medium-Low, Search Console = Not conversion data.

Active range: 2026-07-05 – 2026-07-11 · daily


No live data available for the selected filters.