Introduction

The Attribution Analysis diagnostic tool provides an AI analysis of the shopping session of the order.

UltraCart feeds the following information to the AI model:

• Order
  * Utms
  * Affiliate Tracking
  * Affiliate Network

• Page View History (URLs and parameters)

• Affiliate Network Configuration

• Test Credit Card Usage

• Integration Logs (for affiliate network postback)

• Internal logs (for receipt conversion pixels)

The prompt for the model is designed to help you analyze how the tracking occurred, detect issues (such as the test credit card being used on this order), as well as variables in URL parameters that were not populated properly.  The goal is for the executive summary portion of the report to provide you with quick overview and action items.  There are additional steps to the report that break everything down.

Example Analysis

Below is an example of the analysis of a test order in our DEMO account:

Open

Summary Breakdown of the Attribution Analysis Report

The report analyzes a demo e-commerce order (DEMO-00010284) for a $31.12 total purchase of 1 unit of "TF'S DOGGIE BONE" from an internal source with a single UTM touch. It highlights a lack of external attribution due to missing configurations, no affiliate pixels, and incomplete tracking parameters, resulting in full credit to the internal "demo" campaign. Below is a step-by-step summary of the report's sections.

Step 1: User Journey Overview

This section maps the user's session path, starting from the homepage and progressing linearly through checkout stages to payment completion via PayPal Crypto. The total session duration was approximately $20.00 (noted as a potential formatting anomaly; likely ~20 seconds based on timestamps), with $8.75 UPS First Ground shipping to Merville, BC V0G 2B0, CA. No browser actions or tags were included beyond standard test items.

Key events are detailed in a table of timestamps, page times, URLs, key parameters, and metadata/actions:

The journey was straightforward with no deviations, but lacked multi-touch complexity.

Step 2: UTM Analysis

This step examines UTM parameters from internal traffic, confirming a single-touch model (last-click/first-click) with 100% revenue attribution to the UTM. The timestamp aligns with order creation (2025-09-24 16:37:04:00), and no multi-touch attribution applications were detected. Marketing campaign ID was present in page views/properties to confirm integration ("This indicates untracked paid traffic from internal tags").

UTM details in table format:

No external UTM parameters were found, suggesting incomplete tracking for broader attribution.

Step 3: Affiliate Network and Pixel Tracking

No affiliate parameters (e.g., ~1%, -100%, *450%) appeared in page views or order properties, so no configured affiliate network pixels matched or fired. Available networks require conversion pixel logging for client-side diagnostics, but services like Google Analytics, Facebook, and Bing were not configured. Custom HTML/events were not triggered post-order. Payment was processed successfully, but "successful payment only" was false, with no postback. Affiliate data was captured at the network level only, with no individual Order/Affiliate records or entries (e.g., commissions per item).

Parameter summary:

Pixels were configured for client-side only, leading to gaps in attribution visibility.

Step 4: Attribution and Revenue Breakdown

With a single UTM touch, all attribution models assign the full subtotal ($20.00) and total ($31.12) to the internal source. No splits for multi-touch distribution occurred. No affiliates or ledger entries incorporate into revenue breakdown, implying full credit to the internal "demo" campaign for reporting. Paid source (if applicable) receives no attribution without UTM.

Breakdown table:

This confirms 100% internal attribution across models.

Step 5: Potential Issues and Recommendations

• Core Analytics Script Present, but Conversion Pixels Failed: Due to zero configurations across networks (e.g., Google Ads, Facebook, Bing)—review and enable integrations in the merchant dashboard.

• Advertising Capture Flagged: As "eventual paid traffic" indicator; Bing-specific parameters (e.g., msclkid) in views/properties, which may lead to underreported attribution—ensure landing pages append such parameters from ad platforms to integrate with UTM, but no Bing-specific parameters were detected.

• No Affiliate Test (mitigated, flagged as so-far similar concerns from test traffic).

• Unreplaced Handler Test (e.g., [variable]) Syntax: Unreplaced parameters show standard session tracking (e.g., ss_cid=1334700, gclid=2055200178923, msclkid=789123), with no fraud or exposure issues.

Summary

The tracking flow captured a straightforward internal session (source: "Internal"; campaign: "demo") leading to full attribution of the $31.12 order, with no affiliate or pixel activity due to absent parameters, reducing attribution confidence for external sources. Overall tracking is reliable for internal sources but suggests possible paid traffic channels unreflected in UTM or params. Return to original order for further details.