Generally available: April 22, 2025
We’re introducing a new revenue attribution model for customers who use Shopify. This model is designed to provide more accurate and comprehensive insights into revenue and conversions.
How the new attribution model works
The new revenue attribution model replaces reliance on our tag with order data directly from Shopify. Many customers who switch to this new model will see an increase in attributed revenue due to fewer tracking gaps. And if your Shopify storefront is integrated with other channels—including in-store, mobile, or social—we may even be able to capture some of those attributable conversions.
When you switch to the new attribution model, all revenue and conversion data in Attentive will retroactively update back through 2023 using order data. Other Attentive functionality—including dashboards and reports—will continue to work as it did prior to this update.
Prerequisites
To be eligible to switch to the new attribution model, you must use Shopify as your eCommerce platform and only sell products in US dollars. Customers with Shopify stores who sell products in currencies other than US dollars aren’t eligible to switch yet.
If you don’t use Shopify, or if you’re otherwise ineligible, Attentive has other tools that can help you capture more and better data for more accurate reporting and revenue attribution:
- AI Pro: Our AI Pro suite includes Identity AI, which boosts site visitor recognition beyond the lifespan of traditional cookies. It provides more actionable data about each visitor, more precise targeting, and a higher volume of relevant triggered messages, increasing revenue and boosting ROI.
- Enhanced Attentive Tag: The Enhanced Attentive Tag increases the number of website visitors who can be identified. Updating your tag can help boost revenue by allowing you to identify and reach even more of your subscribers who visit your site.
Frequently asked questions
Are we required to switch to the new attribution model?
We recommend that most customers who use Shopify switch to the new attribution model. Although most Shopify customers will benefit from switching right away, there is an option to opt out or delay the switch for special cases. Contact your CSM for more information.
Will there be any changes to how we use the Attentive platform after the switch?
No. The way you use the Attentive platform will remain the same, and Attentive functionality—like dashboards and reports—will continue to work as it did prior to the switch. Keep in mind that once you switch to the new model, historical revenue and conversion data from 2023 onward will be updated. The reports and dashboards themselves aren’t changing, but you’ll notice that previously reported numbers for that time period will show the new attribution model's data.
Will we need to rebuild our existing reports or dashboards?
No. Any existing reports—scheduled or automated—will be automatically updated to include the new attribution data. If you need a consistent view of old versus new data, reach out to your CSM.
Will historical data still be accessible?
Yes. After you switch, Attentive can still access your old tag-based data. You’ll need to reach out to your CSM to request this data, and it may not be in the format that you’re used to seeing in the Attentive platform today.
Notes:
- If you rely on any existing tag-based data, we recommend downloading it before you contact your CSM to switch to the new attribution model.
- If you recently migrated to Shopify from another eCommerce platform, we can only retroactively attribute revenue and conversions starting from when Shopify first began sending order data to Attentive.
- If you’re not ready to switch to the new revenue attribution model or need more time to pull old data, reach out to your Attentive CSM. They can also help you run custom reports and preserve historical tag-based data if needed.
How will this affect our month-over-month and year-over-year comparisons?
Previously reported revenue and conversion totals may change when you switch to the new attribution model. As a result, you might see shifts in your MoM and YoY comparisons going forward. If you need historical data pulled before you fully switch over, reach out to your CSM.
Will our ROI or performance metrics look different?
Most Shopify customers will see an overall lift in attributed revenue, because the new attribution model captures data across more channels (including in-store, mobile app, and social). If your previous setup included duplicate revenue or incomplete data, however, you may see a decrease, which more accurately reflects true performance.