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Most ecommerce brands lose visibility over a significant portion of their orders. Standard last click UTM tracking typically captures just 15-25% of influencer & refer a friend driven revenue. A large share of orders end up labelled as “Direct” or “Unknown”, making it impossible to understand what is actually driving growth. Crux solves this with a multi-source attribution system that checks five data sources in sequence, recovering orders that standard tracking misses.

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What Crux attribution delivers

Multi-source waterfall

Five data sources checked in sequence, so orders missed by one source are caught by the next. GA4, discount codes, Shopify, post-purchase surveys and order attributes/tags all contribute.

First-click and last-click

See both the channel that introduced a customer (first-click) and the channel that drove their purchase (last-click), giving you the full acquisition picture.

Configurable rules

Channel definitions, discount code mappings and survey answers all live in a Google Sheet you control. Adjust attribution logic without waiting for code changes.
Crux attribution typically recovers around 31% more attributed revenue than standard last-click UTM reporting, and captures 90%+ of influencer-driven orders compared to the 15-25% that UTM tracking alone provides.

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First-click is the starting point

First-click attribution is the first port of call across all Crux dashboards because we believe it to be the most effective way of measuring full funnel performance for DTC brands. Last click alone favours lower funnel activity making optimisation of mid and upper funnel activity (YouTube, Meta, TikTok, Influencer) challenging. Our first click model works alongside discount codes and post-purchase surveys to build the most complete acquisition picture. Last-click attribution is available for visibility and used primarily in CRM reporting (email and SMS channels), since those are low-funnel touchpoints that close sales rather than introduce new customers.

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Where attribution appears

Attribution data flows into your dashboard reports automatically. The two primary places to explore it are:

Orders report

Order-level attribution with full source, channel, campaign, and discount code breakdowns. Includes both first-click and last-click fields.

Channel Performance report

Aggregated channel-level performance showing spend, revenue, CAC, and ROAS across all attributed channels and channel groups.
Need help? Contact our team or book a demo.