Find what drove yesterday’s orders

You wake up to a good day: orders came in overnight. The question that pays for your coffee is which ad actually earned them? This playbook walks from the attributed money back to the exact creative in about four minutes — start at what your own tracking can prove, follow it down to a single order, and end with a decision.

The trail: money → campaign → order → creative

1. Start at the money

Open Campaigns under ANALYTICS and switch the view (top right) to Attribution. Set the date range to Yesterday and leave the dimension on Channels.

The Attribution view, Channels dimension, date range Yesterday: the claimed-vs-attributed table with Meta Ads leading on 15 orders and a 1.23x Claim Gap

Read the violet Attributed columns — Orders, Revenue, ROAS. This is what Omnymous’s own pixel tied to real Shopify orders, not what the platforms claim. Yesterday, Meta Ads led with 15 orders at a 2.29x ROAS, ahead of Google Ads (8 orders, 3.79x) and TikTok Ads (7 orders). Notice Direct earned 7 orders on zero ad spend — revenue your paid channels don’t get to take credit for.

The Claim Gap column is the honesty check: reported ROAS ÷ attributed ROAS. Meta claimed a 2.81x return yesterday; your orders prove 2.29x — a Claim Gap of 1.23x, so Meta is taking credit for about a quarter more than it earned. The bigger the gap, the more the platform is marking its own homework.

2. Name the campaign

Switch the dimension tab to Campaigns. The same attributed columns now break the day down by campaign, so the driver has a name.

The Attribution table by campaign for Yesterday: SIM META Prospecting 1 on top with 9 attributed orders and a 4.15x ROAS

SIM META Prospecting 1 carried the morning — 9 attributed orders, a 4.15x ROAS, and a tighter 1.21x Claim Gap than the account average. Worth a glance the other way, too: SIM META Scaling 3 spent real budget yesterday and returned 0 attributed orders — a reminder that one day is a small, noisy window (more on that in step 4).

3. Trace one real order

Scroll to Order Journey, type one of your order numbers (the #1042-style number from Shopify) into the box, and click Inspect. The card opens the full path a buyer took to that purchase.

An order journey placed yesterday: three paid touches — Google Ads, then Meta Ads, then Meta Ads — with Last Click giving 100% of the credit to the final Meta touch

This $148.32 order came in yesterday afternoon, Pixel matched, inside a 28-day window. The buyer touched three ads before checking out: a Google Ads ad (SIM GOOGLE Scaling 3), then a Meta Ads retargeting ad, then a Meta Ads ad from SIM META Prospecting 1 — the very campaign topping your Campaigns view. Under Last Click, that final Meta touch takes the whole sale (100%).

Now change the model picker (next to the date range) from Last Click to Linear and watch the credit move.

The same order under the Linear model: the credit spreads evenly, 33.3% to each of the three touches

Linear splits the sale evenly — 33.3% to each touch — so the Google ad and the Meta retargeting ad that warmed the buyer up now share the credit. When the story swings this much between models, it’s telling you the same thing: this order took several ads, not one. Each model is a plain, documented rule — see how they differ in Campaign analytics.

4. Find the creative

Open Creatives under ANALYTICS for the Creative Leaderboard, ranked by attributed return. Yesterday on its own is too thin here — at the creative level a single day is mostly ones and twos — so widen the date range to Last 7 days and let the winners separate from the noise.

The Creative Leaderboard over the last 7 days: Creative 1 on the question / Science-backed results hook and angle leads with 33 orders and an 8.79x ROAS

Creative 1 is the week’s engine — 33 orders at an 8.79x ROAS — and the subline under its name tells you why: it’s a question hook on the Science-backed results angle. That’s not a coincidence: Creative 7 (15 orders, 7.14x) runs the same Science-backed results angle. When two of your top creatives share an angle, you’ve found a pattern worth repeating. The quiet Explains 62% of ad spend note keeps you honest about how much of your budget these rows actually account for — the leaderboard columns and the concept-level views are covered in full in Creative analytics.

Act on it

You now know the channel, the campaign, the order path and the creative behind the day. Two ways to move on it:

Double down. Spin fresh angles from the winning avatar and hook so your next batch builds on what already works — the full recipe is Double down on a winning avatar.
Sanity-check with Omni. Ask it “What drove yesterday’s orders?” in plain English and it re-runs the same governed numbers, cited — walked through in Ask Omni what’s working.

Troubleshooting

Yesterday shows nothing attributed. Either the day was genuinely quiet on paid, or the pixel isn’t tying visits to orders. Check Measurement Health at the top of the Attribution view — if the Pixel Match Rate is amber, fix the store’s tracking and give it a day. Remember, too, that orders can be organic: Direct, Email and Organic channels earn attributed orders with no ad behind them at all.

The numbers don’t match what Meta reports. That’s the entire point of this page. Reported figures are the platform’s own claim; Attributed figures are what your orders can prove. When they disagree, trust the attributed number and read the Claim Gap to see how far the platform is over-claiming.