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How to Use the Multi-Channel Attribution Report in Shopify for Better Understanding of Customer Behavior

Cameron Smith

As an ecommerce manager, understanding the customer journey and accurately attributing conversions to different marketing channels is crucial for optimizing your marketing strategies and driving more sales. This is where multi-channel attribution analysis comes in. In this article, we will explore how you can use the Multi-Channel Attribution Report in Shopify to gain valuable insights into customer behavior and improve your ecommerce performance.

What is Multi-Channel Attribution?

In a multi-channel marketing environment, where customers interact with your brand through various touchpoints before making a purchase, it becomes challenging to attribute conversions accurately. Multi-channel attribution analysis assigns credit to the different marketing channels that led to a conversion, allowing you to understand the customer journey and make informed decisions about your marketing strategies.

How to Generate the Multi-Channel Attribution Report

In Shopify, generating the Multi-Channel Attribution Report is quick and easy. Here’s how you can do it:

Step 1: Login to your Shopify admin dashboard. Step 2: Navigate to the Reports section by clicking on “Analytics” in the left-hand sidebar, and then select “Reports.” Step 3: Within the Reports section, click on “Analyzing Your Marketing.” Step 4: From the options available, select “Multi-Channel Attribution.” Step 5: Customize the report by selecting the desired date range and attribution model. Step 6: Click on “Generate Report” to generate the Multi-Channel Attribution Report.

Once the report is generated, you can start exploring the valuable insights it provides.

Understanding the Multi-Channel Attribution Report

The Multi-Channel Attribution Report in Shopify provides important metrics and data points to help you understand the effectiveness of your marketing channels in influencing conversions. Here are some key sections and metrics available in the report:

Channel Overview

The Channel Overview section gives you an overview of the top converting channels, their contribution to overall conversions, and the revenue generated from each channel. This helps you identify the channels that are bringing in the most sales and allocate your resources accordingly.

Assisted Conversions

Assisted Conversions show you the channels that may not directly drive conversions but play a significant role in assisting conversions. By understanding which channels help customers discover and engage with your brand before converting, you can optimize your marketing strategies to better leverage these channels’ influence.

Conversion Paths

The Conversion Paths section provides insights into the different paths customers took before converting. This helps you identify the most common and successful customer journeys, allowing you to optimize your marketing funnels and create more targeted campaigns to guide customers towards conversion.

Top Conversion Paths

Within the Conversion Paths section, the Top Conversion Paths table shows you the specific paths that led to conversions. This information is invaluable for understanding the interactions between different channels and identifying the optimal combination of touchpoints that drive conversions.

Revenue Contributions

The Revenue Contributions section breaks down the revenue generated by each marketing channel, allowing you to identify the channels that are the most profitable and worthy of investing your marketing budget in.

By diving into these different sections and analyzing the metrics provided, you can gain valuable insights into customer behavior and optimize your marketing strategies accordingly.

Using the Insights to Optimize Marketing Strategies

Now that you understand how to generate and analyze the Multi-Channel Attribution Report in Shopify, let’s explore how you can utilize these insights to optimize your marketing strategies:

Identify Underperforming Channels

By analyzing the Channel Overview section, you can identify the channels that are not bringing in significant conversions or revenue. Consider reallocating your resources from underperforming channels to those that are driving more sales.

Diversify Your Marketing Channels

The Multi-Channel Attribution Report highlights the contribution of each channel towards conversions. If you find that most of your conversions are coming from a single channel, consider diversifying your marketing efforts by exploring new channels to reach a wider audience and reduce dependency on a single channel.

Test Different Marketing Channels

Use the insights from the Assisted Conversions section to identify channels that play a crucial role in influencing conversions, even if they don’t directly drive them. Test different marketing channels to see if they have a similar impact on assisting conversions. This way, you can identify new opportunities to expand your marketing mix.

Create Effective Cross-Channel Campaigns

The Conversion Paths and Top Conversion Paths sections provide valuable information about the customer journeys that lead to conversions. Use this information to create cross-channel campaigns that guide customers through the most successful paths, leveraging the synergy between different marketing channels to drive more sales.


The Multi-Channel Attribution Report in Shopify is a powerful tool for ecommerce managers seeking to understand customer behavior and optimize their marketing strategies. By regularly analyzing this report, you can gain valuable insights into the effectiveness of your marketing channels, identify underperforming areas, and create more targeted campaigns to drive conversions. Take advantage of the Multi-Channel Attribution Report in Shopify, and see the positive impact it can have on your ecommerce performance.

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