Frequently Asked Questions

Attribution.ai is a trusted measurement platform for DTC brands. It combines privacy-first pixel tracking, post-purchase surveys, and AI-powered media mix modeling to show you exactly which marketing channels drive revenue.

Unlike platform-reported metrics from Meta or Google (which over-count by 2-5x), Attribution.ai uses three independent data sources — pixel events, customer surveys, and order metadata — and triangulates them to give you attribution confidence scores above 90%.

Multi-touch attribution assigns credit to every marketing touchpoint a customer encounters before purchasing, not just the first or last click. Attribution.ai supports first-click, last-click, linear, time-decay, position-based, Markov chain, and Shapley value models.

Markov chain and Shapley value are our primary data-driven models. Markov estimates channel removal effects (what happens if a channel disappears), while Shapley estimates each channel's fair marginal contribution across full journeys.

Attribution.ai supports last-click, first-click, linear, time-decay, position-based (U-shaped), Markov chain, and Shapley value attribution models. You can compare all models side-by-side to understand how credit allocation changes.

We recommend starting with Markov chain or Shapley value as your primary model, with last-click as a comparison baseline. The model comparison tool shows where the biggest disagreements are — those are the channels where you're likely over- or under-investing.

Media mix modeling uses statistical regression to measure each marketing channel's impact on revenue over time. It works without cookies or tracking pixels, making it privacy-proof. Attribution.ai MMM runs are token-gated (not frequency-gated), so teams can run MMM as often as needed within their token budget.

Our MMM engine analyzes channel spend, external factors (seasonality, promotions), and revenue trends over 90+ day windows. It outputs channel-level ROI coefficients and optimal budget recommendations. Each account includes 5M monthly tokens and overage is billed at $10 per 1M tokens.

After checkout, Attribution.ai shows a brief "How did you hear about us?" survey on the Shopify thank-you page. First-time customers get 3 questions, returning customers get 1. Survey responses are cross-referenced with pixel data to validate and improve attribution accuracy.

Attribution.ai is $399/month plus $0.05 per order. This single plan includes everything: unlimited stores, major ad platform integrations, AI insights, post-purchase surveys, pixel tracking, token-gated MMM runs, incrementality testing, and MCP API access. Annual billing is available at $319.20/month with 20% off everything — including orders at $0.04/order.

Each month you receive 5M AI tokens included. Tokens cover insight reports (~7K each), MCP queries (~2K each), and MMM runs (~2M each). Most brands stay well within the included budget. Overage beyond included tokens is billed at $10 per 1M tokens — features are never blocked.

Yes. There is a 14-day free trial. A credit card is required to start. You get full access to all features during the trial period and will not be charged until the trial ends.

Every order processed through Attribution.ai is billed at a flat $0.05/order (or $0.04/order on annual plans). There's no hard cap — your attribution keeps running. Orders are counted on your Shopify order events for the billing period.

Yes. You can switch to annual billing from Settings > Billing. Annual billing is $319.20/month (billed annually) — that's 20% off everything including per-order pricing ($0.04/order instead of $0.05). You can switch at any time and the change takes effect at your next billing cycle.

Install tracking from Dashboard > Settings > Pixel & Tracking, then enable the attribution.ai Pixel app embed in Shopify Theme Editor > App Embeds. This activates storefront page view, add-to-cart, and purchase signal collection.

The pixel is lightweight, loads asynchronously, uses first-party identifiers, and respects Shopify Customer Privacy consent preferences for GDPR/CCPA compliance.

Yes. Attribution.ai works with all Shopify plans including Shopify Plus. For Plus merchants, we support checkout extensibility for the post-purchase survey, custom scripts, and advanced webhook integrations.

The MCP (Model Context Protocol) server lets AI assistants like Claude, ChatGPT, and Gemini query your attribution data directly. Ask your AI "what's my best performing channel this month?" and get answers from real data.

The MCP server exposes 16 tools covering discover, explain, ask, performance, campaigns, trends, customers, surveys, products, optimization, experiments, insights, manage, influencers, compare, diagnose. It supports JSON-RPC 2.0 over HTTP with API key authentication. Setup takes under 5 minutes.

Attribution.ai integrates with Meta (Facebook/Instagram) Ads, Google Ads, TikTok Ads, Amazon Ads, Snapchat Ads, and Klaviyo. Each integration pulls spend, impressions, clicks, and campaign data automatically via OAuth.

Yes. Attribution.ai uses end-to-end encryption, runs on infrastructure providers with SOC 2 controls (Supabase and Vercel), and never sells or shares your data. Pixel data is processed through edge functions for minimal latency and maximum privacy.

Attribution.ai and Triple Whale both serve DTC brands, but differ in approach. Attribution.ai combines pixel tracking with post-purchase surveys and media mix modeling for three independent attribution signals. Triple Whale primarily uses pixel-based attribution. Attribution.ai also includes a unique MCP server for querying data via AI assistants.

Northbeam focuses on multi-touch attribution with a heavy emphasis on creative analytics. Attribution.ai focuses on attribution accuracy through three complementary methods (pixel, surveys, MMM) and adds AI-powered insights and incrementality testing. Northbeam is typically more expensive and targets enterprise brands.

Elevar specializes in server-side tracking and data layer management for Shopify. Attribution.ai is a full attribution platform — it handles tracking (pixel + surveys), attribution modeling (multi-touch + MMM + incrementality), and AI insights. If you need tracking only, Elevar is a good choice. If you need the full attribution picture, Attribution.ai is more comprehensive.