Channel Shopify Shop Attribution Update

Background

We are improving Shopify Shop attribution so that orders and visits from the Shop app can be identified more consistently in attribution paths.

Previously, Shopify Shop events were mainly added during order backfill. This could miss some cases, such as orders that already had tracking events or orders that matched other visits during backfill.

Changes

Order-Level Rule

During attribution path cleaning, we will check each order's channel_name.

If channel_name = Shop, a shopify_shop event will be added to the order's attribution path.

Visit-Level Rule

When a visit URL contains utm_source=shop_app, the visit will be recognized as shopify_shop.

This rule will not apply if page_referrer is from the same website.

Benefits

• Improves Shopify Shop attribution accuracy.
• Makes Shop app orders visible in attribution paths.
• Prevents internal site navigation from being incorrectly classified as Shopify Shop.
• Keeps reporting more consistent with Shopify order channel data.

Problem Solved

With this update, Shopify Shop can be identified from both the order channel and visit UTM signals.