Multi-touch attribution
Each ad platform counts every conversion it had a hand in, so their totals overlap and add up to more than your store took. Soran builds the path from the sessions that led to each conversion and divides the credit once, so it always sums to one.
Soran builds the path from the sessions that led to each conversion and shares the credit across it, so the total always sums to one. Your platforms can go on reporting whatever they like; the number you act on is no longer the sum of their claims.
The sessions before the final one are still on the record, which is what makes any model other than last click possible at all.
Channels, campaigns, ad sets, and ads arrive together, so narrowing one tab narrows the ones beneath it without another load.
ROAS divides attributed revenue by the spend Soran knows about. A channel showing revenue and no spend is almost always an ad account nobody connected, and you are shown that rather than a quietly flattering number built on half the cost.
One order
A customer sees a Meta ad, comes back from an email a week later, searches your brand name, and buys. Meta reports the conversion. Your email tool reports it. Last-click analytics hands the whole thing to brand search, which was going to happen anyway. Every one of those reports is internally consistent and none of them is the truth.
The models
The model selector changes every number in the report. A campaign that looks profitable on last touch can look mediocre on linear, and neither is a mistake. They answer different questions.
The same order the ledger above followed. $184.00.
All credit to the session the conversion happened in.
Against last click
On this order it lands exactly where last click does. On a journey that ended in a direct visit it would not.
The same order the ledger above followed. $184.00.
All credit to the channel that opened the journey.
Against last click
The same order the ledger above followed. $184.00.
All credit to the channel that closed the sale.
Against last click
This is that default. It is the only number you get unless you go looking for another one.
The same order the ledger above followed. $184.00.
All credit to the first paid touchpoint.
Against last click
The same order the ledger above followed. $184.00.
All credit to the last paid touchpoint.
Against last click
The same order the ledger above followed. $184.00.
Every touchpoint shares the credit equally.
Against last click
The same order the ledger above followed. $184.00.
40% to the opener, 40% to the closer, 20% shared between.
Against last click
The same order the ledger above followed. $184.00.
60% to the closer, 20% to the opener, 20% shared between.
Against last click
The same order the ledger above followed. $184.00.
60% to the opener, 20% to the closer, 20% shared between.
Against last click
The same order the ledger above followed. $184.00.
Recent touchpoints earn more, halving every 7 days.
Against last click
Honest numbers
ROAS divides attributed revenue by the spend Soran knows about. A channel showing revenue and no spend is almost always an ad account nobody connected, not free traffic. You will see that rather than a quietly flattering number.
Connect your store
Shopify authorizes in a click and checkout tracking installs itself.
Pick a goal
The conversion you actually get paid for. Soran credits every touch that led to it.
Read your first report
Spend against the revenue it earned, on all ten attribution models.