See which ads pay for themselves.
Example order
$120.00
Attribution model
- 1Meta ad clickDay 1 · Paid social, prospecting50% $60.00
- 2TikTok ad clickDay 3 · Paid social, prospecting50% $60.00
- 3Google brand searchDay 5 · Paid search, brand0% $0.00
- 4Direct visitDay 6 · Typed the address, then bought0% $0.00
Shared by the touches that create demand, here the two ad clicks. Brand search and email share it only when there is no such touch; a direct visit only when it is the only kind.
Every model gives out exactly $120.00. Illustrative journey.
Meta, Google and TikTok each take credit for the same sale. Growth Dept MTA counts every Shopify order once, splits it across the ads the buyer came through, and shows you what each ad really earned.
Shopify
Meta
Google Ads
TikTok
YouTube
Instagram
Snapchat
Pinterest
Microsoft Advertising
Amazon Ads
AppLovin
Reddit
LinkedIn
X
The Trade Desk
Vibe
MNTN
OpenAI Ads
Klaviyo
The problem
Your ad platforms can't all be right.
- credit per orderEvery Shopify order is counted once, however many platforms claim it
- 1
- ways to read itFrom first click to last, plus two models for ads people watched
- 7
- shopper identitiesNo customer emails, names, phone numbers or IP addresses stored
- 0
The product
One place to see what your ads really earn.
Multi-touch attribution
Revenue, ROAS and cost per customer for every platform, campaign and ad, counted against your own orders.See attributionCreative analytics
Every ad's image or video beside the buyers it brought in, with the platform's own claim next to it.See creative analyticsCustomer LTV
What a customer you won this month spends over the next two years, so you know what you can pay for the next one.See customer LTV
Cut wasted spend
Stop paying for ads that don't sell.
Every platform, campaign, ad set and ad sits on one table, with spend from the platform and revenue from your own orders. Sort by ROAS or by cost per new customer, and the campaigns quietly losing money stand out.
Compare any period with the one before it, or watch a launch hour by hour.
Multi-touch attribution
See every ad a buyer touched.
One order, five click models
| Touch | Clicks only | First touch | Last touch | Last non-direct | Linear |
|---|---|---|---|---|---|
| Meta ad click | 50% | 100% | 0% | 0% | 25% |
| TikTok ad click | 50% | 0% | 0% | 0% | 25% |
| Google brand search | 0% | 0% | 0% | 100% | 25% |
| Direct visit | 0% | 0% | 100% | 0% | 25% |
Illustrative journey. Each column adds up to 100% of the order.
Most buyers see more than one ad before they order. MTA follows each shopper from the first click to checkout and splits the sale across the ads and channels along the way.
Pick the model that fits how you buy media. Every table, chart and export follows your choice, and the totals still match Shopify.
Creative analytics
Back the creative that brings buyers.
Each ad shows its image or video beside the revenue, orders and ROAS your store credits to it, with the platform's own number next to it.
When an ad looks great in Ads Manager and weak here, you find out before you scale it.
Clicks + views
Give video and reach ads the credit they earn.
One day under Clicks + Deterministic Views
Orders Clicks only gave to unpaid touches
8 orders credited to direct, organic, email or other unpaid touches.
View-through purchases reported
- Meta ad A3 orders
- Meta ad B1 order
- Google Ads campaign1 order
f = min(1, 5 / 8) = 5/8. Each of the 8 orders gives 5/8 of its credit to the ads with views and keeps 3/8 on its unpaid touches. The day moves 5 orders to ads, never more than the platforms reported and never more than the 8 orders in the pool.
Worked example: 8 unpaid orders, 5 reported view-through purchases.
Plenty of people watch an ad, never click, and come back days later by typing your address. A last-click report files that sale under direct. Clicks + Deterministic Views gives it to the ads Meta, Google and TikTok say those buyers saw.
It only moves sales that no paid click already claimed, so nothing is counted twice.
Customer LTV
Know what a new customer is worth.
Group customers by the month they first bought and follow what they spend over the next two years.
Set that against what you paid to win them, and you know how long a customer takes to pay back and how much you can spend on the next one.
Integrations
Works with the platforms you already buy on.
Shopify, Meta, Google Ads and TikTok are live today. Connectors for 14 more ad platforms are built and switch on as brands need them.
- Shopify
- Meta
- Google Ads
- TikTok
- Microsoft Advertising
- Snapchat
- Pinterest
- Amazon Ads
- AppLovin
- Reddit
- LinkedIn
- X
- The Trade Desk
- Vibe
- MNTN
- OpenAI Ads
Numbers that add up.
Three rules every report keeps, checked by automated tests on every change.
1×
Each sale counted once
However many platforms claim an order, its revenue is split across the touches that led to it and never counted twice.
= Shopify
Totals match your store
Orders with no tracked ad get their own Unattributed row, so changing the model moves credit between rows and never changes the total.
1 currency
Spend and revenue in yours
Spend billed in another currency is converted once, at that day's European Central Bank rate, so ROAS never mixes two currencies.
Ask it
Answers to the questions you ask every week.
Each card opens the report that answers it.
Which campaigns brought in new customers last week, and what did each one cost?
New-customer revenue, orders and cost per new customer for every platform, campaign, ad set and ad.
Sales attributionOpen itWhich ads claim more sales in the platform than they actually drove?
Each ad shows the platform's own reported revenue beside the revenue your orders credit to it.
Creative analyticsOpen itIs our Meta spend lifting branded search?
Put Meta spend beside Google brand-search revenue and see how closely the two move together.
Metrics explorerOpen itWhat is a customer we won in January worth by day 90?
Group customers by the month of their first order and follow what they spend, out to two years.
Customer LTVOpen itWhich products do our TikTok ads actually sell?
Revenue for each product with the share of spend that sold it, by platform, campaign and ad.
Product attributionOpen itAre our video ads behind sales that show up as direct traffic?
Switch on a views model and see which ads earn credit from people who watched and bought later.
Clicks + viewsOpen itCan we put these numbers next to the rest of our data?
Pull any report as CSV files into your own warehouse, on your schedule.
Export APIOpen it
Privacy
Shoppers stay anonymous.
MTA tells visits apart with an id on your own domain, and ties them to orders through a coded customer id that only your store's data can match. It never stores a shopper's email, name, phone number or IP address.
On Shopify, tracking runs only when the shopper's consent allows it, and the script for your other pages respects Global Privacy Control.
What one page view sends
Kept
- Page address and the referring site's host
- Click ids and UTM tags on the landing page
- A visitor id on your own domain, or Shopify's client id
- The shopping event: viewed, added to cart, checked out
Never stored
- IP address
- Email, name or phone number
- Street address
- Device fingerprint
- Anything from a third-party cookie
Find out which ads really sell.
Book a 45-minute call with the Growth Dept team. We look at how you measure sales today and show you what MTA would add.
