In this article you will understand what are UTMs, BeProfit's attribution model, and how orders are attributed in BeProfit.
What are UTMs?
UTMs are tags that you add as parameters to the end of a URL. The purpose of adding UTMs to a URL is to keep accurate and detailed records of your website's traffic not only in BeProfit, but also with Google Analytics, Shopify data, and a lot more.
UTM attribution model supported by BeProfit
BeProfit uses last-click attribution except for the following cases:
If an order's last click is direct and first click is not direct, we attribute the order to the first click.
If an order's last click is from the same source as the first click AND the last click has no UTM data, we attribute the order to the first click.
Understanding discrepancies between ad platforms and BeProfit's attribution
BeProfit retrieves order data from Shopify, capturing the entire customer journey along with UTMs. We trust Shopify's data for its impartiality; while marketing platforms may have incentives to attribute more orders to themselves, Shopify remains our chosen source for order data. As such, BeProfit relies on Shopify's data as the ultimate source of truth regarding orders.
BeProfit automatically assigns orders based on customer journey for all ad platforms except Google. This provides users with clearer insights into their ad performance per platform and addresses gaps due to iOS14 and other tracking limitations.
For instance, if an order originates from Facebook but lacks UTM data, BeProfit attributes it to the Facebook Ads platform. However, without specific UTM data, the order can't be assigned to a particular Facebook account, campaign, ad set, or ad. Hence, there may be a discrepancy between total orders attributed to Facebook and those to individual Facebook ads.
⚠️In Google's case, we attribute based on UTM data only to avoid attributing SEO-based orders to the Google Ads platform.