How to Use Lifetimely’s Attribution Reports to Track Marketing Performance
Lifetimely’s Attribution reporting tools give you visibility into which marketing campaigns drive revenue, conversions, and customer engagement. This guide explains how to use each Attribution report—Overview, Anomaly Detection, Post-Purchase Survey, Drill Down, and UTM Explorer—to improve your ad strategy and campaign tracking.
Overview of Attribution Reports in Lifetimely
Each report under the Attribution tab gives you a different view of your marketing performance data. Use them together to track conversions, ad spend, and customer feedback across your paid channels.
1. Overview Report: Cross-Channel Performance Summary
The Overview report shows your key marketing metrics like Revenue, Orders, Sessions, and Conversions across Facebook, Google, and TikTok.
Key insights:
- Compare platform-reported metrics like ROAS and Cost per Conversion
- Validate ad data against actual Shopify order data
- Spot trends in performance over time
2. Anomaly Detection: Spot Unusual Changes in Performance
Use the Anomaly Detection report to find unexpected spikes or drops in revenue, conversions, or spend.
Why it matters:
- Identify high-performing campaigns worth scaling
- Catch campaigns that are overspending without converting
- Drill down to see the exact campaign that triggered the anomaly
3. Post-Purchase Survey: First-Party Attribution Insights
The Post-Purchase Survey lets you ask customers how they heard about you right after checkout.
What you’ll get:
- First-party attribution data (e.g. “Instagram”, “Google Search”)
- Trends in referral sources over time
- A customer-level breakdown of acquisition sources
4. Drill Down Report: Campaign-Level Ad Performance
The Drill Down report gives you granular campaign, ad group, and ad-level data directly from your ad platforms.
Data shown:
- Revenue, Spend, Clicks, Conversions, CPA, and ROAS
- Filter by platform (Facebook, Google, TikTok)
- Group by campaign, ad group, or ad creative
💡 Note: This report pulls data from your ad platforms, not from Shopify.
5. UTM Explorer: Revenue Attribution via Shopify Orders
The UTM Explorer report ties Shopify order data to your marketing campaigns using UTM parameters.
What you can track:
- First-touch and last-touch UTM attribution
- Revenue by UTM campaign, source, medium, content, or term
- Customer journeys that led to conversions
Read the full UTM Explorer guide
Attribution Report Comparison
| Report | Purpose | Data Source |
|---|---|---|
| Overview | Monitor paid performance across platforms | Ad platforms + Shopify |
| Anomaly Detection | Spot unexpected shifts in campaign performance | Ad platform data |
| Post-Purchase Survey | Get customer-reported attribution insights | Shopify Thank You page |
| Drill Down | Analyze ad performance by campaign or ad group | Ad platform APIs |
| UTM Explorer | Attribute Shopify revenue to UTM-tagged campaigns | Shopify + UTM parameters |
💡 Frequently Asked Questions
Why do numbers differ between Drill Down and UTM Explorer?
Drill Down uses ad platform reporting. UTM Explorer uses Shopify order data tied to UTM parameters. Differences are normal.
Does Lifetimely Attribution support Pinterest or other platforms?
Currently, Attribution supports Facebook, Google, and TikTok only.
Why are my UTM Explorer results empty?
If you’re using the UTM Source filter, recent logic changes may require you to update saved filters.
Can you help troubleshoot missing UTMs?
We can offer setup guidance, but UTM capture depends on Shopify theme behavior and cookie consent banners.
How long does it take for Drill Down to show data?
It can take a few hours post-integration. Make sure the date range includes active campaigns.