Learn how MerchantFlow attributes revenue to traffic sources using UTM parameters, referrer mapping, and confidence levels. Understand why attribution differs from ad platforms.

Attribution FAQ

Revenue attribution in MerchantFlow determines which marketing channel or traffic source should receive credit for each order. MerchantFlow uses a multi-level attribution system based on UTM parameters, referrer domain mapping, and platform-reported source data. This FAQ answers common questions about how attribution works and why results may differ from ad platform reports.

How Attribution Works

How does MerchantFlow determine the traffic source for an order?

MerchantFlow uses a multi-level attribution system that checks several data points in priority order:

UTM parameters - if the order URL contains UTM tags (utm_source, utm_medium, utm_campaign), these are used to determine the source. This is assigned MEDIUM confidence.
Referrer source mapping - if no UTM parameters are present, MerchantFlow maps the referring domain to a known source (e.g., google.com = Organic, facebook.com = Social). This is assigned MEDIUM confidence.
Primary source fallback - if neither UTM nor referrer data is available, MerchantFlow uses the primary source reported by your e-commerce platform. This is assigned LOW confidence.

UTM parameters always take priority when present. If no source can be determined through any method, the order is classified as Direct.

What are the confidence levels?

MerchantFlow assigns a confidence level to each attribution:

Confidence	Source	Meaning
MEDIUM	UTM parameters	Source determined from explicit UTM tags on the order URL
MEDIUM	Referrer mapping	Source inferred from the referring domain
LOW	Primary source fallback	Source from e-commerce platform default attribution

Higher confidence means the attribution is more reliable. Orders with LOW confidence attribution may benefit from better UTM tagging to improve accuracy.

What is the difference between paid and organic attribution?

MerchantFlow categorizes each traffic source as either paid or organic:

Paid - traffic from advertising campaigns (Google Ads, Facebook Ads, paid social, email/SMS campaigns)
Organic - traffic from unpaid sources (organic search, organic social, direct, AI referral)

This categorization helps you understand how much of your revenue depends on advertising spend vs. free traffic.

Common Attribution Questions

Why is so much revenue attributed to "Direct"?

Revenue appears under "Direct" when MerchantFlow cannot determine the original traffic source. This happens because of:

Missing UTM parameters - campaign links without UTM tags cannot be attributed to a specific channel
Privacy tools - browser privacy settings, ad blockers, and VPNs can strip referrer data
App traffic - links opened in mobile apps sometimes lose referrer information
Email clients - some email clients strip tracking parameters
Bookmarks and typed URLs - returning customers who type your URL or use bookmarks

How to reduce Direct attribution:

Add UTM parameters to all paid campaign links
Tag links in emails and SMS messages
Use UTM parameters on social media post links
Review your UTM tagging setup in Settings > Attribution

Why does my attribution data not match my ad platform?

Discrepancies between MerchantFlow and ad platforms are common and expected:

Different attribution models - ad platforms use their own models (often giving themselves more credit), while MerchantFlow uses last-touch attribution
Different attribution windows - Google Ads may use a 30-day click window, while MerchantFlow attributes to the source present at the time of purchase
Different counting methods - ad platforms count conversions based on clicks or impressions; MerchantFlow counts actual completed orders
Cross-device differences - ad platforms track users across devices using logged-in data; MerchantFlow relies on UTM parameters and referrer data per session

Recommendation: Use MerchantFlow as your unified source of truth for overall channel performance. Use ad platform data for campaign-level optimization within that platform.

How does MerchantFlow handle orders with multiple touchpoints?

MerchantFlow currently uses last-touch attribution. The traffic source present at the time of the purchase receives full credit for the order.

Example: A customer clicks a Google Ad on Monday, visits via an email link on Wednesday, and purchases via a Facebook Ad on Friday. The order is attributed to Facebook / Social because that was the last touchpoint.

Can I manually change the attribution of an order?

Attribution rules can be configured at Settings > Attribution. You can create rules based on UTM parameters, order tags, products, and date ranges that automatically assign orders to specific projects and channels.

For details on setting up rules, see Attribution System.

UTM Parameters

What UTM parameters does MerchantFlow use?

MerchantFlow recognizes the standard UTM parameters:

utm_source - the platform or source (e.g., google, facebook, newsletter)
utm_medium - the marketing medium (e.g., cpc, social, email)
utm_campaign - the specific campaign name

Do UTM parameters override referrer data?

Yes. When UTM parameters are present on an order, they take priority over referrer domain mapping. This is why consistent UTM tagging is the best way to ensure accurate attribution.

What happens if UTM parameters are partial?

If only some UTM parameters are present (e.g., utm_source exists but utm_medium does not), MerchantFlow uses whatever is available. The source is still attributed with MEDIUM confidence.

Referrer Domain Mapping

How does referrer mapping work?

When no UTM parameters are present, MerchantFlow looks at the referring domain and maps it to a known source category:

google.com, bing.com, yahoo.com - mapped to Organic (search engines)
facebook.com, instagram.com - mapped to Social
tiktok.com, pinterest.com, twitter.com - mapped to Social
reddit.com, youtube.com, linkedin.com - mapped to Social
chat.openai.com - mapped to ChatGPT / AI Referral

What if the referrer is from an unknown domain?

If the referring domain is not in the known mapping list, MerchantFlow classifies it as Referral traffic.

Where to Configure Attribution

Dashboard > Attribution - view revenue by channel, by project, unattributed revenue, and attribution timeline
Settings > Attribution - create and manage rules, set up UTM-based rules, define order tag rules, and adjust priorities

For a complete setup guide, see Attribution System.

Frequently Asked Questions

How often is attribution data updated?

Attribution data is calculated during each data sync. When new orders come in and sync to MerchantFlow, they are automatically attributed based on available source data and your configured rules.

Can I see attribution at the product level?

Yes. Navigate to the Products Table and click on any product to see its revenue broken down by traffic source, including attributed channel data.

Does MerchantFlow support multi-touch attribution?

Not currently. MerchantFlow uses last-touch attribution only. Multi-touch models may be available in a future release.

Attribution System - Full attribution guide
Traffic Sources - Traffic analysis
UTM Tracking - UTM setup guide
KPI Metrics - Understanding metrics

Last updated: March 14, 2026

Attribution FAQ - How Revenue Attribution Works