What the Pixel Changes in Your Reports
Updated October 2, 2026
The pixel records the visits to your storefront, with the complete link of every visit. That gives Profitario more and better data to decide which campaign and ad an order came from. It does not change revenue, costs or profit.
- Where
- Order details > Attribution, the Ad Spend report, the ad accounts table of the dashboard and the orders list.
- Who
- Anyone deciding whether to turn the pixel on, or reading attribution numbers.
With and Without the Pixel#
Without the pixel, Profitario knows two visits per order, both taken from Shopify: the first visit of the customer and the landing page of the order. Shopify shortens long landing links and removes ad IDs and click IDs from the first visit. An order whose link was cut can then not be matched to the ad that brought it.
With the pixel, Profitario records the visits itself, with the complete link of every visit:
| Number or report | Without the pixel | With the pixel |
|---|---|---|
| Touchpoints of an order (order details, Attribution) | Up to two: first visit and order landing page | Every recorded visit in the 30 days before the purchase, up to 50 |
| Matched campaign and ad of an order | From shortened links. First visits match by campaign only | From the full link, down to the single ad |
| Revenue and ROAS per campaign in the Ad Spend report and in the dashboard's ad accounts table | Based on the orders Shopify's data could match | Also includes orders that only the pixel could match |
| First touch and Last touch | First touch relies on Shopify's first visit, without ad IDs | Both use the recorded visits |
| Ad Spend per order and Channel in the orders list | From Shopify's data | From the recorded visits |
The pixel does not change revenue, costs or profit. It only changes which campaign an order is credited to.
What Limits Coverage#
The pixel does not see every visitor. An order without recorded visits keeps the attribution from Shopify's data.
| Limit | What happens |
|---|---|
| Consent banner | Shopify runs the pixel only for visitors who allowed analytics and marketing, where your store's customer privacy settings ask for consent. A visitor who declines is not recorded |
| Ad blockers and privacy browsers | They can block the pixel's requests. These visits are missing |
| Another browser or device | Visits are tied to the browser that completed the checkout. An ad click on the phone followed by a purchase on the laptop is not connected |
| Orders outside the online checkout | The pixel connects visits to an order through the completed checkout. Orders that are not placed in your storefront checkout have no recorded visits |
| Visits older than 30 days | Only the 30 days before the purchase are used |
| Allowed domains | If you entered domains under Tracking settings, events from any other domain are ignored |
The Pixel and UTM Parameters#
The pixel records the link of each visit. It does not know by itself which campaign a link belongs to. That still comes from the tracking parameters on your ad links (UTM parameters, ad ID tags and the click IDs the ad platforms add), and from the campaigns of your connected ad accounts. The pixel makes sure these parameters arrive complete, for every visit and not only the last one. A visit whose link carries none of them cannot be matched to a campaign. Set up your links as described in UTM Tracking for Ad Attribution.
Limits#
- Visits are not connected across browsers or devices.
- Up to 50 touchpoints per order, from the 30 days before the purchase. When there are more, the earliest and the latest are kept.
- The pixel is not a replacement for the tracking parameters on your ad links.
- Order attribution is in beta. Channel detection and attributed ad spend can be incomplete and can change.
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