Attribution: last-click vs data-driven (DDA)
Attribution is how credit for a conversion is assigned across the touchpoints in a customer journey, where last-click gives all credit to the final click and data-driven attribution spreads credit across touchpoints based on their real influence.
Last-click is simple but flattering and misleading, since it ignores everything that warmed the customer up. Data-driven attribution uses your conversion data to weigh each touch by its actual contribution, which is fairer but only as good as the data behind it. Incomplete tracking distorts either model, so clean server-side data has to come first.
With TrackBeeTrackBee supplies the complete, consistent conversion data that any attribution model needs to be trustworthy.
Read the full guide →Cross-device tracking
Cross-device tracking is the ability to recognise the same shopper across phone, tablet and desktop, so a journey that spans devices is measured as one customer instead of several strangers.
Shoppers routinely discover on mobile and buy on desktop, and cookie limits make each device look like a different person. Linking those sessions with persistent first party identifiers reconnects the journey. That gives you accurate attribution, deduplicated customers and better audience building.
With TrackBeeTrackBee links sessions into persistent shopper profiles, so cross-device journeys are counted as one shopper.
Read the full guide →Persistent shopper profiles
Persistent shopper profiles link a shopper's activity across sessions and devices into one durable profile, so you can recognise returning and anonymous visitors over time.
Instead of treating every visit as a fresh anonymous hit, a persistent profile stitches sessions together using first party identifiers. That makes it possible to trigger email flows for anonymous visitors, separate new from returning customers and measure long journeys. It is the backbone of cross-device tracking and anonymous-visitor recovery.
With TrackBeeTrackBee builds persistent shopper profiles that link shoppers across sessions and devices, powering Klaviyo triggers for anonymous visitors and new-versus-returning signals.
Read the full guide →Anonymous visitor tracking
Anonymous visitor tracking is the ability to recognise and remember a shopper who has not identified themselves yet, so you can act on their behaviour before they ever submit an email.
Most store traffic is anonymous, and standard tools cannot do anything with it until the visitor hands over an email. By keeping a persistent first party profile, you can connect that email to the earlier anonymous behaviour the moment it appears. That unlocks abandonment flows and personalisation for visitors who would otherwise be invisible.
With TrackBeeTrackBee keeps a persistent profile for anonymous visitors, so Klaviyo can trigger flows as soon as the shopper is identified.
Read the full guide →New vs returning customer signal
The new vs returning customer signal tells ad platforms whether a converting shopper is a first-time buyer or an existing customer, so you can stop paying prospecting budget to acquire people you already have.
Without this signal, platforms optimise toward easy repeat purchases from existing customers and call it new growth, which inflates results and wastes acquisition spend. Sending a clear new-versus-returning flag, derived from your Shopify customer data, lets campaigns optimise for genuine new customers. It sharpens both targeting and the way you read performance.
With TrackBeeTrackBee derives the new-versus-returning signal from your Shopify customer data and sends it as a distinct signal to the platforms.
Read the full guide →Cart and browse abandonment
Cart abandonment is when a shopper adds items and leaves without buying, and browse abandonment is when they view products without adding anything, both of which are prime moments to recover with a timely email or ad.
These are the highest-intent moments a store has, but recovery flows only fire when the abandonment is actually captured and tied to a contactable profile. Browser-only tracking misses many of these events, especially for anonymous or cross-device shoppers. Server-side capture with persistent profiles lets you trigger far more of them.
With TrackBeeTrackBee captures abandonment events server-side and ties them to persistent profiles, so Klaviyo can recover more carts and browses, including from anonymous visitors.
Read the full guide →UTM parameters
UTM parameters are tags added to a link's URL that tell your analytics where a visitor came from, such as the source, medium and campaign, so traffic and conversions can be attributed to the right channel.
A consistent UTM scheme is what lets GA4 and your other tools group sessions by campaign and compare channels fairly. Sloppy or missing UTMs scatter traffic into direct or unattributed buckets and break reporting. Clean UTMs are the foundation that attribution and channel analysis are built on.
With TrackBeeTrackBee preserves UTM and click data through the session, so attribution stays accurate from first touch to purchase.
Read the full guide →Performance metrics: ROAS, CAC and MER
ROAS (return on ad spend) measures revenue per advertising euro, CAC (customer acquisition cost) measures what you pay to win a new customer, and MER (marketing efficiency ratio) measures total revenue against total marketing spend across all channels.
ROAS is reported per platform and is easily inflated by duplicated or misattributed conversions, while MER takes a store-wide view that is harder to game. CAC focuses on the cost of genuinely new customers, which is why the new-versus-returning signal matters. All three are only as trustworthy as the conversion data underneath them.
With TrackBeeTrackBee gives these metrics accurate, deduplicated conversion data, so ROAS, CAC and MER reflect reality instead of tracking gaps.
Read the full guide →Ecommerce analytics
Ecommerce analytics is the collection, measurement and interpretation of data from an online store, such as orders, sessions, marketing spend, costs and customer behaviour, to understand performance and make better decisions.
It turns raw activity into metrics like net profit, customer lifetime value, CAC, MER, ROAS, conversion rate and retention. Its accuracy depends entirely on how complete the underlying tracking data is, so a dashboard is only ever as good as the events reaching it. That is why stores fix tracking at the source before they trust the numbers.
With TrackBeeTrackBee feeds your analytics complete, deduplicated data by capturing events server-side and enriching them with first party data, and TrackBee Insights lets you ask that data in Claude and ChatGPT.
Read the full guide →