We are pleased to announce a significant platform update focused on delivering Enhanced Journey Consistency and Stability and Improved Attribution Accuracy. These changes ensure your analysis is more reliable, consistent, and reflective of your true marketing performance.
Enhanced Journey Consistency and Stability
Previously, you may have noticed minor inconsistencies in journey data between different analysis runs. We've completely resolved this by overhauling our data processing logic.
Consistent Sessionization
All calculations are now performed in a single, unified step. This guarantees that customer journeys are built correctly and remain perfectly consistent every time you view your data.
Stable Journey Stitching
We've improved how we handle shared user identifiers to ensure that customer journeys remain stable and are not incorrectly merged, leading to more reliable reporting over time.
Improved Attribution Accuracy
We have implemented several key fixes to ensure your marketing efforts are credited more precisely and that your data is more complete.
1. More Accurate Order Counting
We’ve fixed a bug that previously led to an undercounting of attributed orders, especially for accounts with high order volumes. You can now be confident that all relevant orders are being correctly included in your attribution analysis.
2. Smarter Channel Prioritization
Our model now intelligently assigns credit based on a clear channel hierarchy. If a single session contains multiple touchpoints, credit is given to the channel with the highest rank.
The general hierarchy is:
Paid Channels (e.g., Paid Search, Paid Social)
Owned Channels (e.g., Email, SMS)
Referral Channels
Other Channels (e.g., Direct, Organic Social)
Example: If a user clicks on an email campaign (Owned Channel) and later types your URL directly into their browser (Other Channel) in the same session, the credit will now correctly be attributed to the Email campaign. This ensures your active marketing efforts get the credit they deserve.
3. Precise Influencer Tracking
We have corrected an issue that could cause duplicate touchpoints for influencer and partner sales. The data now accurately reflects unique discount code redemptions, which may result in a slight decrease in total influencer touches but represents a more accurate picture of performance.
4. Supercharged Google Ads Logic
We’ve supercharged our Google Ads logic! We now pull information out of the gclid we read from Shopify even if there is no tagging we receive via our Pixel.
5. PPS Touchpoint Capping
Post-Purchase Survey (PPS) responses are now capped at one inferred touchpoint per order journey. Previously, multiple survey responses (e.g., answering "Instagram" to one question and "Influencer" to another) could create redundant nodes in the journey graph.
6. Post-Conversion "Cooldown" Window
We have introduced a temporal buffer (cooldown period) immediately following a conversion. Any touchpoints triggered within this window (e.g., automated transactional emails or "Order Confirmed" page refreshes) are excluded from the subsequent order journey to prevent attribution noise.
Coclusion: All of those changes will lead to your Google Channels looking a bit stronger due to the new set up, while Referral and Direct are expected to go down.