Comparing first-touch and last-touch store reports

In Shopify, compare referrers labelled first interaction and last interaction in the Marketing reports. First interaction credits the referrer that introduced a customer to the store; last interaction credits the referrer used just before an order. These views assign credit to different points in a journey, not proof of what caused a sale.

Hold the denominator steady

In Shopify admin on desktop, go to Analytics > Reports, open the Category filter and choose Marketing. In the Shopify app, tap Analytics > Reports, then the filter icon, Category and Marketing; return to the filtered reports list.

Find the referrer breakdown and compare its first interaction and last interaction categories. A referrer is how a customer reaches the store, such as through search or a link from an ad, email or website.

Keep the comparison basis constant: date range, order status, currency and customer group. Shopify Marketing reports summarise information from all Online Store channel orders, so compare the same order population in both views.

Shopify describes its Marketing reports as showing channels by number of customers and customers of highest value, and as attributing sales to referrers. Choose the same outcome to compare in each view rather than comparing unlike measures.

Opening the Marketing reports in Shopify

Hold the comparison basis constant

Use each view for the right decision

If a customer arrives through a Facebook ad and buys immediately, Facebook is both the first and last interaction. If search introduces a shopper and they return via email before buying, first interaction credits search and last interaction credits email.

Trace a few journeys, then compare the broader referrer patterns. A difference between the first- and last-interaction views follows from which point in the journey each credits; it does not mean either view is erroneous.

Use first interaction to see which referrers introduce customers, and last interaction to see which referrer was used just before an order. Compare those patterns with spend, and keep direct and unknown traffic visible.

Record whether each figure is first interaction or last interaction, along with its date range. Attribution options can vary by platform, so confirm the labels available in the system before sharing the comparison.

For a large budget change, attribution comparison alone is weak evidence of incrementality. Consider a controlled test or a staged change with explicit limitations.

First interaction versus last interaction: what each view credits

A two-touch journey: search introduces, email closes