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.
Attribution Rate Thresholds
We’ve established thresholds to help you evaluate your store’s attribution performance:
90% or higher = Excellent 🟢 (green)
80% to 89% = Great 🟢 (green)
70% to 79% = OK 🟢 (green)
Below 70% = Low 🟡 (yellow)
It’s normal to see about 10-15% of undefined conversions due to factors like ad blockers or cookie consent rejection. An attribution rate above 85% is considered great.
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 70% 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%?
It is expected that your attribution rate will be lower then 100%, an attribution rate above 85% is considered great.
A less-than-perfect attribution rate can be caused by:
Incomplete Polar Pixel installation.
The Polar Pixel being newly installed. Some customers placing orders now were acquired before installation.
Missing or incomplete UTM setup.
Low cookie consent opt-in rates.
Network issues preventing data from reaching our servers.
Browser behaviors, such as event batching. If a customer ends their session right after purchase, batched data may remain unsent.
Shopify metadata reliability, which may not send data consistently.
However, it’s normal to see about 10-15% of undefined conversions due to factors like ad blockers or cookie consent rejection.
Ad blockers: These can prevent tracking scripts from running, resulting in undefined conversions.
Cookie consent rejection: Customers who decline cookie tracking won’t be tracked by the Polar Pixel.
First-time installation: If the Polar Pixel was recently installed, some orders may not yet be attributed.
Incomplete UTMs: Missing or improperly configured UTM parameters can prevent source attribution.
Third-party checkout platforms: Orders completed outside Shopify Web or Recharge (e.g., POS or Facebook Checkout) cannot be tracked.
How to Improve Your Attribution Rate
If your attribution rate is low, follow these steps:
Confirm Polar Pixel Installation
Verify that the Polar Pixel is installed on your Shopify theme(s). Use this guide to install the Polar Pixel.
Check Sales Channels
Review the attribution breakdown table for unattributed orders.
Ensure the Polar Pixel is installed on any third-party checkout platforms, such as Recharge. Learn how to install the Polar Pixel on third-party sites.
Fix UTM Parameters:
Confirm that your ads have complete UTM tracking.
Use the UTM Setup tab to identify undetected campaigns.
By addressing these areas, you can improve your attribution rate and gain better insights into your acquisition sources.
Additional Sources
Check out these articles for more information: