Discount codes in adtribute

How a code counts

A code from your code list adds a touchpoint of its channel at the time of the order. Your attribution model shares the order between the code and the clicks before it.

A 100 € order with an influencer code, after a Meta ad click and an email click:

Model	Meta Ads	Email	Influencer
Non Direct Last	–	–	100 €
Non Direct First	100 €	–	–
Non Direct Linear	33.33 €	33.33 €	33.33 €
Non Direct Position Based	40 €	20 €	40 €

• No clicks before the order: The code gets the whole order.
• A code not in your code list: The order counts for its clicks only.
• A code buyers saw but did not redeem: No touchpoint.

Which codes go in your code list

Codes of channels that bring buyers without a tracked click:

• Influencer codes
• Affiliate and partner codes
• Podcast and live stream codes
• Codes on mailings, package inserts and flyers
• Loyalty and referral codes

To also count a partner’s clicks, add UTM parameters to their links.

Optional: codes of channels with tracked clicks, such as Meta, Google and TikTok ads, emails and messages, welcome codes included. Some accounts add them, so that buyers who type a code without a tracked click also count for the channel. In Non Direct Last, every order with such a code then counts for the code, not for the campaign of the last click.

Leave out:

• Codes sent through several channels at once, such as a sale code in ads and emails. A code counts for one channel only, so all its orders would go there.
• Codes whose source you no longer know.

Code prefixes

End a code with % to cover every code that starts the same way: CLUB-% covers CLUB-5 and CLUB-25. Use it for loyalty, referral and partner portal codes.

• _ stands for any one character; * is a plain character.
• Upper and lower case do not matter.
• Pick a prefix that no other code starts with.
• Codes without a shared prefix each get their own row.

The code list

The code list is a Google Sheet we set up with you, one row per code:

Column	Enter
Code	The code as buyers type it, or a prefix ending in %
Date, if your list has one	The day it starts to count, such as its first use or the post date. A row with a later date for the same code replaces the earlier row.
Country or shop, if your list has one	Where the row applies, so one code can show under a different campaign per country or shop
Where its orders show	One of the options below

Your list’s columns show which setup you have:

The row gives	Its orders show under
The ID of a row in a channel’s own sheet or tool, for channels such as influencers	The campaign, ad set and ad of that row, next to its spend. An ID not in that sheet or tool shows as Wrong adtribute Matching Parameters.
A channel and the exact name of one of its campaigns	That campaign, next to its spend
A channel and any other campaign name	That name, as a new campaign without spend
A channel and no campaign name	One line without a campaign name. With no campaign column, the code shows as the campaign.
The ID of an ad, set up by us	That ad and its campaign, next to its spend

A code does not say which ad the buyer saw, so one row sends all its orders to one campaign. A campaign name must match in full, so it cannot cover all campaigns that contain a word. To see revenue per campaign, give each campaign its own code.

Several codes in one Shopify order: Within one tab of your sheet, only the code in the row closest to the top counts, so list one influencer’s codes above codes that many share. A code on another tab adds its own touchpoint.

Changes to your list show the next morning, for past orders too.

To open the sheet:

1. Go to Definitions › Attributes.
2. Open your code list’s attribute. We tell you its name at setup.
3. Under Google Sheets Lookup, click Open sheet, the arrow beside the sheet’s address.

Influencer fees and other costs without an ad platform go into a channel sheet.

Code orders in your reports

Your report shows	Because
Landing page -	A code has no page, so in Non Direct Last a sale page can have visits but no orders. Non Direct First shows where journeys began.
The order’s country	Your shop sends it with every order.
More orders for an influencer than carry their code	A code stays in the buyer’s journey, so a later order without a tracked click can count for it.

To see only orders with a code, filter on Discount Code. If your reports lack it, ask us.

FAQ

Can a code count only for some days after the post? Yes, with a custom model. Ask us. The standard models weigh a code by its place in the journey, not by the post’s age.

Can a lead ad’s personal codes count for the ad? Yes. Give the codes their own prefix and we link it to the ad. Their orders show under its campaign, next to its spend.

Can revenue from a shared code go to one influencer? No. A code that many share, such as a sale code, does not say who sent the buyer. Give each influencer their own code.

Does a code count without tracking consent? Yes. A code comes with the order from your shop, so it counts with or without consent. On request, we count codes only with consent. Orders without consent and without earlier tracked visits then show as No matching Touchpoints found.

Does a code count for signups and leads? Only for those after the order with the code.

Why does our influencer tool show more orders than adtribute? The tool counts every order with a code in full. adtribute shares each order between its touchpoints and, if your list has dates, counts a code only from its date in your list.

Why does a code’s revenue differ from the Non Direct Last revenue of the email that sent it? Filtered on Discount Code, you see every order with the code. Non Direct Last counts the orders whose last click was the email; many buyers click something else before they buy.

Why does a new code show almost no revenue? Another code on the same order may sit in an upper row of the same tab, and that code then counts instead. Or its date in your list is later than its first use, so earlier orders do not count.

Can we see a code’s conversion rate? No. A story or a flyer does not report how many people saw a code. Filter on Discount Code for a code’s orders and revenue, whether it is in your list or not.

Why do some Meta Ads rows have no campaign IDs? Campaign IDs come from ad clicks. Two cases have none:

• Orders with a code that counts for Meta Ads without a click. They show under the name in your code list.
• Clicks that reached your shop without our URL parameters. adtribute sees that they came from Meta Ads, not from which ad, so their campaign reads Wrong adtribute Matching Parameters.