Different sections of Klar answer different attribution questions, and each uses the best available data source for that job. Understanding which method powers which section helps you interpret your numbers correctly and identify misconfiguration when numbers don't match your expectations.
Most reports: UTM last click
Where it applies: All reports outside the Attribution section, the Influencer Flex Table and the creative deep dive.
Klar reads the UTM parameters that Google Analytics captured for the related order from your shop system. Whichever channel placed the last UTM-tagged touchpoint before the customer checked out is credited with that order's revenue. This is the default attribution method across Klar.
What you need: UTM parameters on your ad links — see the channel-specific guides for Meta Ads, Google Ads, TikTok Ads, and other channels.
No additional setup required beyond tagging your ad links with UTM parameters.
Orders without any UTM parameters appear as direct or unattributed revenue.
Attribution section: Klar Pixel
Where it applies: The Attribution section and all reports within it and the creative deep dive.
The Klar Pixel tracks visitor sessions independently from your shop system. When an order is placed, Klar uses the pixel's session data to attribute the conversion — giving you access to multi-touch attribution models and a view of the full customer journey, not just the last click.
Because the pixel fires on your storefront and advertorial pages, it can capture sessions that don't carry UTM parameters — such as direct visits, organic traffic, or email clicks — and still match them to paid campaigns via the Klar Ad ID (klar_adid).
What you need: The Klar Pixel must be set up on your store. See Setting up the Klar Pixel for Shopify, Shopware 6, WooCommerce, or via Tag Management System.
Attribution data is only available from the date the pixel went live — there is no retroactive data.
Influencer Flex Table: Influencer Sheet or Influencer CRM
Where it applies: The Influencer Flex Table.
When a follower clicks a link with UTM parameters or uses a discount code associated with an influencer, Klar matches that order to the specific campaign entered in either the Influencer/Affiliate Google Sheet datasource or the Influencer CRM datasource based on the last click utm from Google Analytics and/or the discount code from the order in your shop system.
The sheet or CRM is the source of truth: it maps which UTM parameters and discount codes belong to which influencer and campaign. Klar matches orders to influencer campaigns by cross-referencing the UTM params and discount codes on each order against the entries you've added.
What you need: Set up the Influencer/Affiliate Google Sheet or the Influencer CRM datasource, and keep it updated with your active campaigns, UTM parameters, and discount codes.
Using UTM parameters in combination with discount codes gives the most complete picture — relying on discount codes alone only captures part of the revenue.
Overview
Section | Attribution method | Data source |
Marketing Overview, Channel Performance, Flex Table, and most other reports | UTM last click | Google Analytics + Shop system |
Attribution section | Pixel-based (multi-touch) | Klar Pixel + Shop System |
Influencer Flex Table | UTM + discount code match | Influencer Sheet or Influencer CRM + Shop system |