Order Attribution Report — Shopify Admin Skills

Read-only: parses UTM source/medium/campaign from order landing site URLs to attribute revenue, AOV, and conversion volume to marketing channels.

Purpose

Pulls recent orders, extracts the UTM parameters embedded in each order's landingPageUrl query string, and rolls up revenue, order count, and average order value (AOV) by utm_source, utm_medium, and utm_campaign. Builds a marketing attribution report directly from first-party Shopify order data — no external analytics tool required. Read-only — no mutations.

Prerequisites

Authenticated Shopify CLI session: shopify store auth --store --scopes read_orders

API scopes: read_orders

Parameters

Parameter	Type	Required	Default	Description
store	string	yes	—	Store domain (e.g., mystore.myshopify.com)
days_back	integer	no	30	Lookback window for orders to attribute
group_by	string	no	source	Primary grouping dimension: `source`, `medium`, `campaign`, or `source_medium`
min_orders	integer	no	1	Minimum orders per group to include in the report
include_organic	bool	no	true	When false, omit orders with no UTM parameters from the breakdown
format	string	no	human	Output format: `human` or `json`

Safety

> ℹ️ Read-only skill — no mutations are executed. Safe to run at any time. Attribution accuracy depends on whether the storefront propagates UTM parameters into the checkout — orders that bypass the storefront (POS, draft orders, subscriptions) will not have landing site URLs.

Workflow Steps

OPERATION: orders — query

Inputs: query: "created_at:>='' financial_status:paid", first: 250, select landingPageUrl, referrerUrl, customerJourneySummary, totalPriceSet, pagination cursor

Expected output: All paid orders in the window with landing page URLs; paginate until hasNextPage: false

For each order, parse landingPageUrl query string and extract utm_source, utm_medium, utm_campaign, utm_term, utm_content. Orders without UTM params are bucketed as (direct/organic) if include_organic: true.

Aggregate by the group_by dimension: sum order count, sum revenue (in shop currency), compute AOV = revenue / orders.

Sort groups by revenue descending; filter out groups below min_orders.

GraphQL Operations

# orders:query — validated against api_version 2025-01
query OrdersWithAttribution($query: String!, $after: String) {
  orders(first: 250, after: $after, query: $query) {
    edges {
      node {
        id
        name
        createdAt
        landingPageUrl
        referrerUrl
        displayFinancialStatus
        totalPriceSet {
          shopMoney {
            amount
            currencyCode
          }
        }
        customerJourneySummary {
          firstVisit {
            landingPage
            source
            sourceType
            referrerUrl
            utmParameters {
              source
              medium
              campaign
              term
              content
            }
          }
          lastVisit {
            landingPage
            source
            sourceType
            utmParameters {
              source
              medium
              campaign
            }
          }
          momentsCount
        }
      }
    }
    pageInfo {
      hasNextPage
      endCursor
    }
  }
}

Session Tracking

Claude MUST emit the following output at each stage. This is mandatory.

On start, emit:

╔══════════════════════════════════════════════╗
║  SKILL: Order Attribution Report             ║
║  Store: <store domain>                       ║
║  Started: <YYYY-MM-DD HH:MM UTC>             ║
╚══════════════════════════════════════════════╝

After each step, emit:

[N/TOTAL] <QUERY|MUTATION>  <OperationName>
          → Params: <brief summary of key inputs>
          → Result: <count or outcome>

On completion, emit:

For format: human (default):

══════════════════════════════════════════════
ORDER ATTRIBUTION REPORT  (<days_back> days)
  Orders attributed:   <n>
  Total revenue:       $<amount>
  Untagged (direct):   <n>  (<pct>%)

  Top sources by revenue:
    <source>     Orders: <n>   Revenue: $<n>   AOV: $<n>
    <source>     Orders: <n>   Revenue: $<n>   AOV: $<n>
  Output: attribution_report_<date>.csv
══════════════════════════════════════════════

For format: json, emit:

{
  "skill": "order-attribution-report",
  "store": "<domain>",
  "period_days": 30,
  "group_by": "source",
  "orders_attributed": 0,
  "total_revenue": 0,
  "currency": "USD",
  "groups": [
    { "key": "google", "orders": 0, "revenue": 0, "aov": 0 }
  ],
  "output_file": "attribution_report_<date>.csv"
}

Output Format

CSV file attribution_report_.csv with columns:

group_key, utm_source, utm_medium, utm_campaign, orders, revenue, aov, currency, pct_of_revenue

Error Handling

Error	Cause	Recovery
`THROTTLED`	API rate limit exceeded	Wait 2 seconds, retry up to 3 times
`landingPageUrl` is null	Order placed via POS, draft, or subscription	Bucket as `(direct/organic)`, count separately
Malformed query string	Manual or partial UTM tagging	Skip parse failure, treat as direct, log count
`customerJourneySummary` access denied	Store on plan that does not expose this field	Fall back to `landingPageUrl` parsing only

Best Practices

Use group_by: source_medium to distinguish paid traffic (google/cpc) from organic (google/organic).

A high (direct/organic) percentage usually means UTM tagging is missing on paid campaigns — fix the campaign URLs, not the report.

Run weekly during active campaigns to track attribution drift; run monthly for steady-state reporting.

Cross-reference revenue here with ad spend from your ad platforms to compute true ROAS — this skill provides the order-side numerator only.

For multi-touch attribution, also surface customerJourneySummary.firstVisit vs lastVisit to compare first-click vs last-click models.