# What Omnymous reads

The three things Omnymous reads to credit your sales, your ad platforms, its pixel and your Shopify orders, and what each one powers.

Three sources, side by side in the order a sale meets them: your ad platforms, which report what each ad spent; the Omnymous pixel, which records each visit and the ad it came from; and your Shopify orders, each with its value. All three flow into Analytics, which credits each order to the ads, and the pieces of them, that brought it.

To credit a sale to an ad, Omnymous needs to know three things: what the ad spent, that the buyer came from it, and what the buyer ordered. Each comes from a different place, and none is enough alone.

## In short

- Your ad platforms report what each campaign, ad set and ad spent, and how it was seen and clicked.
- The pixel records each visit to your store, and the ad it came from.
- Your Shopify orders say what was bought, for how much. Analytics joins the three, order by order.

## Your ad platforms

Meta, Google and TikTok report each campaign’s, ad set’s and ad’s spend, impressions and clicks, day by day. Omnymous reads them every 15 minutes, and the year before you connected them when you do. Meta also reports the revenue it claims for its ads, which Omnymous shows beside its own.

Omnymous also reads every ad your accounts list, so each can be linked to the creative it shows. See [Ad census](https://docs.omnymous.com/tracking/ad-census).

In the demo store, Meta reports $21.2K of spend over the last 30 days, and $53.6K of revenue it claims.

## The pixel

The Omnymous pixel records what happens on your store: page and product views, carts, checkouts and orders, each with the visit it belongs to. A visit that came from an ad carries the platform’s click id, which names the platform, and, when the ad’s link is tagged, the ad’s own id. See [Check that the pixel is reporting](https://docs.omnymous.com/tracking/pixel) and [Pixel consent](https://docs.omnymous.com/tracking/consent).

In the demo store, the pixel sent 2,471 events in its last day, and tied 87% of the last 14 days’ orders to a visit.

## Your Shopify orders

Every order reaches Omnymous as Shopify takes it: its products, its value, discounts, shipping and refunds. Your store’s revenue and its contribution margin come from your orders, not from the platforms’ reports.

The demo store has taken 21,428 orders.

## Where they meet

For each order, Analytics looks back through the visits the pixel recorded before it, takes the ad each visit came from, and splits the order’s credit between them under the attribution model you choose. Each ad’s credit is set against its spend for its return, and passed on to the pieces it was made of.

The demo store’s order #22648 came after two ads: a TikTok ad on October 8, then a Meta ad on October 10. Under Last Click the Meta ad takes the credit, under First Click the TikTok ad does, and Linear splits it between them.

## Where this shows up

- [Check that the pixel is reporting](https://docs.omnymous.com/tracking/pixel): Confirm the Omnymous pixel is sending your store's visits, see how many orders it ties to a visit, and trace one order back to the ads that brought it.
- [Pixel consent](https://docs.omnymous.com/tracking/consent): The store setting that decides what the Omnymous pixel does before a visitor's own consent answer is known, and where it applies.
- [Ad census](https://docs.omnymous.com/tracking/ad-census): Every ad your connected accounts list, how far Omnymous has read them, and how to have them read again.
- [When your numbers look wrong](https://docs.omnymous.com/tracking/health): Whether tracking is healthy: a history rebuild, the pixel, how much spend the figures explain, and what platforms claim beside what the pixel credits.

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Source: https://docs.omnymous.com/tracking