How revenue attribution works
The revenue figures on your funnel analytics — total revenue, revenue per visitor, average order value, and the per-variant revenue on an A/B test — all answer one question: which sales should this funnel get credit for?
Clarflow answers it with last-click attribution. This page explains exactly what that means, why your Clarflow number will almost never match the one in Meta Ads Manager or Google Ads, and the one place it can undercount you badly.
None of this is a bug. It's a deliberate, simple model — but only if you know it's the model you're looking at.
The short version
- A sale is credited to the funnel whose link the visitor clicked most recently before they bought. That's last click.
- For Shopify, that credit lasts about 30 days from the click. Buy later than that and the sale won't be attributed.
- Subscriptions are counted on the first order only. Every recurring charge after it is invisible to these figures.
- Because Meta and Google use different, wider attribution windows, their numbers and ours will not match — and neither is wrong.
What "last click" means
When a visitor finishes your quiz and clicks through to your store, Clarflow tags that click. If they buy, the order is credited to the funnel behind that click.
The word that matters is last. If someone clicks through funnel A on Monday, comes back through funnel B on Wednesday, and buys on Thursday, the sale goes to funnel B — the most recent click wins. Clarflow does not split credit across every funnel or ad a person touched on the way to buying. That splitting is called multi-touch attribution, and Clarflow does not do it (see below).
There is no "view-through" credit either: seeing your funnel is not enough, a visitor has to actually click through to your store for a later purchase to count.
The attribution window: about 30 days (Shopify)
Last click doesn't last forever. When a tagged visitor lands on your Shopify store, Clarflow records the click for roughly 30 days. If they come back and buy within that window, the sale is attributed. If they buy after it — or clear their cart and cookies in the meantime — the sale falls out of your funnel's revenue and shows up in Shopify as an ordinary order with no funnel behind it.
So the honest description of the model is last click, ~30-day window — not "no window at all."
Checkout Champ: revenue that comes back through a Checkout Champ postback is also matched on a last-click basis, using the identifiers passed on the exit click rather than the 30-day browser cookie. The last-click principle is the same; the exact window is whatever your Checkout Champ setup retains.
Why it won't match Meta or Google
This is the one that generates support tickets, so it's worth being blunt: your Clarflow revenue and your Meta revenue are measuring different things, and they will disagree. That disagreement is expected.
- Meta, by default, credits a sale to an ad if the buyer clicked it within 7 days, or merely saw it within 1 day (7-day click / 1-day view). That's a much wider net than last click, and it includes view-through.
- Google uses its own models (often data-driven or last-click across a different window).
- Clarflow credits the funnel on the buyer's last click, within ~30 days, click-through only.
Put those side by side and the same sale can be counted by all three, by only one, or by none — depending on who the buyer clicked, when, and in what order. A merchant running Meta ads into a Clarflow funnel should expect the two dashboards to tell different stories about the same store. Clarflow tends to credit a funnel only when its link was the last thing clicked; Meta credits an ad far more generously. Neither number is "the real one" — they answer different questions.
If you need one reconciled number across every ad platform and touchpoint, that's a job for dedicated multi-touch attribution tooling, not for any single platform's own reporting.
Subscriptions: first order only
If you sell a subscription product, read this carefully, because it's the case where Clarflow will show less than you earned.
Clarflow counts revenue from the initial checkout — the order the buyer places right after the funnel. For a subscription, that's the first charge. Every recurring charge after it is not counted. Shopify bills those renewals on its own schedule, in the background, with no browser involved, so they never reach Clarflow's revenue figures.
The practical effect: a funnel selling a $30/month subscription will show $30 per customer here, even though that customer may go on to pay for many months. If you sell subscriptions, treat these revenue figures as first-order revenue, and look to Shopify (or your subscription app) for lifetime and recurring totals.
Need multi-touch or reconciled numbers?
Clarflow's model is deliberately simple. If you need to see every touch a customer had, reconcile across Meta, Google, and your store, or fold in recurring subscription revenue, use a dedicated attribution platform. Two that merchants commonly use:
- Triple Whale — multi-touch attribution and analytics for Shopify stores.
- Upstack — server-side tracking and attribution.
These sit across your whole store and ad stack, which is exactly the scope Clarflow's per-funnel last-click figure is not trying to cover.
In one sentence
Clarflow revenue is last-click, ~30-day, click-through, first-order — a clean measure of the sales a funnel's link most directly drove, which is why it won't line up with the wider windows your ad platforms report.