TrueProfit is a multi-channel marketing attribution tool for Shopify that ties every ad to your net profit, not just clicks or ROAS.
If you are looking for the setup guide for Marketing Attribution report, click HERE
Watch a short introduction video below:
What is marketing attribution?
Marketing attribution is how you identify which ads actually led to a sale. Each ad platform tends to claim the same conversion, which over-reports revenue and ROAS. Attribution credits each order to the ads that truly drove it, so you know where your sales really come from.
TrueProfit takes this further: it counts each order once across channels and attributes every ad to your net profit, not just clicks or ROAS, so you see which ads truly drive profit.
How does TrueProfit attribute ad conversions?
When TrueProfit records a conversion from one of your ads, it splits the credit into two types:
Assisted Purchases are orders where the ad was clicked before the final click that led to the purchase. These ads helped influence the purchase, but did not receive the final credit.
Last-clicked Purchases are orders where the ad was the final click that led to the purchase. These ads receive full credit for the purchase.
This shows the full journey instead of giving all credit to one channel.
Note: The Marketing Attribution report is available in the Enterprise plan only.
What is an attribution window?
An attribution window is the time frame within which TrueProfit records a conversion after an ad click. The default is 30 days (currently in beta).
What metrics does the Marketing Attribution report show?
Once you've completed the required setup steps and added URL parameters for your ads, TrueProfit will start tracking and attributing conversions for all added marketing channels. Meanwhile, other metrics are pulled directly from the ad channels you are using, so that you don't have to switch between tabs to see your ads performance.
>>> Read Marketing Attribution Metrics Glossary
Here's the full list of metrics in your Marketing Attribution Report:
Metrics | Meanings | Formulas |
Ad Sources | All ad campaigns, ad groups, ad sets, and ads from the channels connected to your store on TrueProfit. How to connect ad channels with TrueProfit. |
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Assisted Purchases | Assisted purchases are orders where the ad was clicked before the final click that led to the purchase. These ads helped influence the purchase, but did not receive the final credit.
Source: TrueProfit Pixel tracking. how to install the TrueProfit Pixel |
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Last-clicked Purchases | Last-clicked purchases are orders where the ad was the final click that led to the purchase. These ads receive full credit for the purchase.
Source: TrueProfit Pixel tracking. how to install the TrueProfit Pixel |
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ROAS | ROAS (Return on Ad Spend) shows how much revenue you earn for every $1 spent on ads. | ROAS = Revenue / Ad Spend |
Impressions | Impressions are the number of times your ads were shown to users. Source from: Ad platform |
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Ad Spend | Ad Spend is the total amount you spent on ads. Source from: Ad platform |
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Clicks | Clicks are the number of times users clicked on your ads. Source from: Ad platform |
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CTR | CTR (Click Through Rate) is the percentage of impressions that resulted in a click. Source from: Ad platform | CTR = (Clicks / Impressions) × 100 |
Adds to Cart | Adds to Cart is the number of times users added a product to the cart after clicking your ad.
Source from: Ad platform |
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Cost per ATC | Cost per ATC is the average ad spend needed to generate one add-to-cart event.
Source from: Ad platform | Cost per ATC = Ad Spend / Adds to Cart |
Purchases | Purchases are the number of orders attributed to your ads, based on when customers clicked your ads before purchasing.
Source from: Ad platform |
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Purchase Value | Purchase Value is the total revenue reported by your ad platform for purchases attributed to your ads.
Source from: Ad platform |
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Cost per Purchase | Cost per Purchase is the average ad spend needed to generate one purchase.
Source from: Ad platform | Cost per Purchase = Ad Spend / Purchases |
Conversion Rate | Conversion Rate is the percentage of ad clicks that turned into purchases.
Source from: Ad platform | Conversion Rate = (Purchases / Clicks) × 100 |
Revenue | Revenue is the total order revenue from your Shopify store, calculated by TrueProfit and attributed to each ad channel.
Source: Shopify orders (first-click UTM attribution) Requires UTM parameters on your ad URLs. |
Revenue = Gross Sales + Tax Collected + Shipping Charged - Discount - Refunds |
Total Cost | Total Cost is the sum of all costs to generate the revenue from each ad channel.
| Total Costs = COGS + Shipping Cost + Handling Fee + Transaction Fee + Ad Spend + Custom Cost (Taxes Paid is included in Custom Costs) |
Net Profit | Net Profit is the revenue left after subtracting all costs. | Net Profit = Revenue - Total Cost |
Net Profit Margin | Net Profit Margin is the percentage of revenue that remains as profit after all costs. | Net Profit Margin = (Net Profit / Revenue) × 100 |
Net Profit on Ad Spend
| POAS (Net Profit on Ad Spend) shows how much net profit you earn for every $1 spent on ads. | POAS = Net Profit / Ad Spend
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If your ads are missing the required URL parameters for tracking, you'll see a yellow tooltip in each level. Make sure to add TrueProfit's parameters to have accurate tracking for this report.
All data in Marketing Attribution can be drilled down from the ad campaigns to the ad sets/ad groups, and ads level
What do the Conversion Report and Conversion Journey show?
When your ads convert a successful purchase, you'll start seeing data reported in the Assisted Purchases and Last-clicked Purchases metrics for each channel. These two metrics are clickable with further insights into the orders generated from your ads.
Conversion Report: When you click to view the Assisted Purchases and Last-clicked Purchases data in your report, you will see an Conversion Report for the metric and channel you are viewing. This report includes the Order ID, Revenue, Purchase Date, and Customer details of all orders.
Conversion Journey: In the Conversion Report report, you can click on the Order ID to view each Order Details, the Conversion Journey, and the Customer Details.
The Conversion Journey gives you the full record since the customer first clicked on to view your ads, counts as Assisted Purchases, and the final ad where they converted and made a purchase, which is TrueProfit's Last-clicked Purchases.
Why use profit-based attribution?
This attribution model is unique in TrueProfit. We believe it is a powerful tool for your performance marketing efforts:
Understand campaign effectiveness across channels in one place.
Mitigate over-reporting when each channel claims the same conversion.
See the full customer journey without missing channels that assisted.
Tie attribution to order, customer, and product analytics — and to net profit.
FAQs
1. Can TrueProfit track marketing attribution, and how?
Yes. TrueProfit is a multi-channel marketing attribution tool for Shopify. After you install the TrueProfit Pixel and add URL parameters (UTMs) to your ads, it tracks each ad click across your connected channels (Facebook, Google, TikTok, and more), matches every conversion back to its ad source, and attributes each ad to your net profit, not just clicks or ROAS. (Available on the Enterprise plan.)
2. Can TrueProfit track the full conversion journey across each ad channel?
Yes. For every order, TrueProfit records the full conversion journey, from the first ad a customer clicked (counted as an Assisted Purchase) to the final ad before they bought (the Last-clicked Purchase), across all connected ad channels. Open any order to see its Conversion Journey and Conversion Report, so you see every channel that assisted the sale, not just the last click.
3. How is TrueProfit's attribution different from other tools?
Most attribution tools measure ad performance by revenue or ROAS. TrueProfit attributes each ad to your true net profit (revenue minus COGS, fees, shipping, and ad spend) and ties it to your order, customer, and product data in one dashboard, so you see which ads keep you money, not just which look good on ROAS.
4. Can I see profit per ad, not just revenue?
Yes. TrueProfit shows Net Profit and Net Profit Margin for each ad source (Revenue − COGS − fees − shipping − ad spend).
5. What attribution window does TrueProfit use?
30 days by default (currently in beta).
6. What's the difference between assisted and last-clicked purchases?
Assisted = ads clicked along the way; last-clicked = the final ad before purchase.