Web attribution issues
On web we see three separate streams: the visit (with its UTM and click IDs), the funnel session, and the payment from your provider. Attribution is the moment we can prove those three belong to the same person. When that proof is missing, the revenue lands under "missing".
The three things attribution needs
- The subscription events. The cw_subscribe event (and cw_nrc_purchase for one-time purchases) tells us that a monetisation event happened and carries the IDs from your payment system. We look for these exact names, because naming conventions differ from product to product.
- The funnel URL, registered in advance. We can only attribute URLs that are added in the app. Add each funnel before you start buying traffic, and add them separately if you want to see them as separate rows.
- A link that carries the IDs. Pass campaign, adset and ad IDs and names in the attribution link. With the campaign name alone we can attribute to campaign level, but not below it.
Why some sessions cannot be linked
We join the payment to the session through whichever identifiers are available. When the analytics identifier is missing, the chain breaks — commonly because of ad blockers, sessions without analytics consent, or browser restrictions that expire the cookie. If that share is meaningful for you, a robust option is to pass your own stable user ID into the payment provider’s metadata, so the link does not depend on cookies alone.
Some "missing" is unavoidable for exactly these reasons. What matters is the trend: a stable share is normal, a growing one is worth a look.
Other things worth checking
- Cohort date is the visit date — the last non-organic visit before the subscription. A payment-provider export will therefore never match a cohort report; use Calendar Insights for that comparison.
- A/B test and segment columns come from your funnel tool. If the A/B test column is empty, the experiment data is not reaching us from the funnel builder.
- Assign A/B variants per user_id, not per anonymous browser ID, otherwise the same person can appear in both groups.
- Re-publish after changes. New or edited funnels need the events and the URL registration in place again before traffic starts.
Please send us this
- The report link and the funnel URL in question
- An example attribution link you buy with
- 5–20 example IDs (transaction / order / customer) with timestamps
- Whether it is all funnels or one, and since when