Before you begin leveraging the Polar Pixel data to make marketing decisions, we recommend first understanding your current Polar Pixel attribution rate.
What is attribution rate?
Attribution rate is the percentage of orders linked to an acquisition source (e.g., channel or campaign) by the Polar Pixel. Your attribution rate is a useful indicator in understanding if the pixel has been optimally configured.
📈 A higher attribution rate allows for more accurate data analysis and better decision-making.
📉 A lower attribution rate, with many untracked orders, indicates that your Polar Pixel setup may need adjustment.
Note: Attribution rate is only calculated against the orders that can be tracked with the Polar Pixel. We exclude untrackable sources like Point of Sale or Facebook Checkout.
How to Check Your Attribution Rate
To check your attribution rate got to: Connectors > Polar Pixel > Pixel Setup tab.
Ensure the pixel is installed in each of your stores. If not, install the Polar Pixel.
Each store’s attribution rate appears next to its name. Rates below 90% are flagged for you to review.
Check Data Flow: Look for recent pixel activity to ensure it’s installed and sending data correctly. Sudden drops may indicate issues.
Review Attribution Breakdown:
Compatible Orders: These are the orders expected to be tracked from Shopify Web or Recharge (see full definition here).
Attribution Bar Chart: Displays either fully attributed or not attributed orders from the compatible orders set for the last 7 days. A high number of untracked orders suggests installation issues on that store.
Check if your attribution is improving over time, or if there have been any sudden changes.
During the first few weeks after installing the pixel check that attribution is ramping up day over day.
This guide details how you can install the Polar Pixel on 3rd party checkout sites.
Navigate to the UTM set up tab: This tab shows each ad platform's UTM coverage by showing the number of detected and undetected campaigns. If there are any undetected campaigns we will show you here.
You can verify your UTM configuration for each of your channels using these guides.
What is a compatible order?
An order is deemed compatible if it is made through the Shopify Web or Recharge sales channels. We exclude sales from other sales channels (such as POS and third parties like Facebook Checkout) from your attribution rate, as these platforms do not support pixel tracking, making it challenging to trace orders back to their marketing origins.
Why Isn’t My Attribution Rate 100%?
If your attribution rate is less than 100%, this can be due to multiple factors:
Incomplete Polar Pixel installation
The Polar Pixel is still in the first few weeks of installation (and some customers placing orders now were acquired before the pixel was installed)
Missing or incomplete UTM setup
Low opt in rate for cookie consent
Network issues preventing data from reaching our servers
The browser versions customers are using
The browser batching events before sending them, and if the customer stops the session right after buying, the batched data can remain unsent
The reliability of Shopify Metadata being sent every time
How to Improve Your Attribution Rate
If you notice that your order attribution rate is low, the most important things to do are:
Confirm Polar Pixel Installation - As a first step, confirm that the Polar Pixel has been successfully installed on your Shopify theme(s). This guide details how to install the Polar Pixel.
Check the sales channel that’s causing unattributed orders in the attribution breakdown table. If customers at your store are able to purchase on a 3rd party website outside of Shopify (such as Recharge), you'll need to ensure that the Polar Pixel is also installed on those sites to ensure those conversions are tracked. This guide details how you can install the Polar Pixel on 3rd party checkout sites.
Fix UTM Parameters: Ensure ads have complete UTM tracking. Check the UTM Setup tab for undetected campaigns. You can verify your UTM configuration for each of your channels using these guides.