I Need to know why the orders placed by using my tracking link are shown as Direct / Organic source in Shopify Reports. I am having this issue with multiple Partners all using Shopify for their online stores.
Are there any required parameters in the URL which I am missing ? I am using UTM parameters for passing the required information to the final pixel being fired. I believe the same is being used by Shopify for populating data into the reports.
Please help with possible fixes to reduce the discrepancy. Currently, I am losing 40%-50% of my orders due to them being tracked at my end but Shopify attributing them to Organic/Direct Source.
Topic summary
Attribution for orders driven by tracked links is appearing as Direct/Organic in Shopify Reports instead of the intended source.
- Setup: Marketers are appending UTM parameters (URL tracking tags) and firing a final pixel, assuming Shopify uses these UTMs for reporting.
- Symptoms: Orders from tracking links are not credited properly; Shopify attributes them to Direct/Organic.
- Impact: First report cites 40–50% of orders misattributed. Another report notes a 66% loss of attribution on both referral_site and landing_site fields.
- Scope: Issue observed across multiple partners/stores, affecting both a standard Shopify storefront and a headless integration (custom frontend decoupled from Shopify backend).
Key questions outstanding:
- Whether Shopify requires specific URL parameters or configuration for accurate attribution.
- Why referral and landing site data are missing despite UTMs and pixel usage.
Status: No fix or confirmed cause identified; assistance requested and discussion remains open.
Following because we’re seeing the same issue as well. Losing 66% of our attribution data on both referral_site and landing_site across both a standard and headless integration, which is super weird.