I’ve encountered an issue that requires discussion with everyone. Starting at 4:00 AM on the 5th of December, a large number of orders have failed to be attributed. All sources are direct traffic, and customers are accessing pages directly from the /cart URL. After investigating, I confirmed no IP fraud from concentrated IP addresses. All UTM parameters for website ads, SEO, affiliate programs, and email marketing were correctly configured with no unusual changes. This leads me to suspect an issue with Shopify’s own attribution API. I reported this to Shopify support, who suggested it might be due to the Black Friday sales surge and claimed this is normal?
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