Overview: When possible, KnoCommerce will associate click attribution data to a survey response. For example, an order may show that the last click was Google, while the survey response indicates the source was TikTok. This information can help you better understand where there may be gaps in your click attribution.
Data Source: For brands that are using our Shopify connection, we pull the “customer journey” data from the order (here's Shopify's Documentation). Shopify then gives us:
First Click Source: The website that referred the FIRST known visit that impacted this purchase.
Last Click Source: The website that referred the LAST known visit that impacted this purchase.
First Click UTM Source: The utm source of the link that drove the FIRST known visit that impacted this purchase.
Last Click UTM Source: The utm source of the link that drove the LAST known visit that impacted this purchase.
While Shopify does not explicitly describe how they get this data, and when it’s collected, it appears to be pulled from the landing page URL.
In some cases this data will be almost entirely missing from some stores as their landing pages are happening outside of Shopify (i.e. on a headless site that then redirects to checkout).
Grouping Methodology:
In terms of the click data we show in reporting, it’s organized in this way:
If Last Click Source is set, we use that value.
If Last Click Source is set, we check for Last Click UTM Source.
If Last Click UTM Source is not set, we check for First Click Source.
If First Click Source is not set, we check for First Click UTM Source.
In each case if the source value does not explicitly match a channel (i.e. source is tiktok.com instead of TikTok) then we will run text matching against those values and group them according to the matched strings.
With TikTok for example, we’ll check for:
TikTok (case insensitive)
Tik Tok (case insensitive)
tiktok.com, tiktok, tiktokcdn.com, etc would all match “TikTok” in this context.
If you have any questions, please reach out to our support team.