Table of Contents

Build a Shopify First-Touch vs Last-Touch UTM Report

Marketing teams often argue over attribution because source data is fragmented. eCommix – Google Sheets Sync lets you export order-level marketing visit fields so first-touch and last-touch analysis can live in one sheet.

Real use case: paid search looked great on last touch only

A brand was over-allocating spend to channels that appeared strong on last touch while under-crediting channels that initiated discovery. They built a weekly UTM report in Sheets using first and last visit fields and rebalanced budget mix.

Performance team compared channel contribution by attribution model
Finance aligned paid media with contribution outcomes
Leadership got clearer demand-generation visibility

Use eCommix – Google Sheets Sync to export Shopify products to Google Sheets, bulk edit safely, validate changes, and import updates back to Shopify.

Learn more on ecommix.io

Install eCommix – Google Sheets Sync on Shopify

Fields to include

First Visit: Source (Marketing)
First Visit: UTM Campaign (Marketing)
Last Visit: Source (Marketing)
Last Visit: UTM Campaign (Marketing)
Total Price (Order) and order status fields

[SCREENSHOT PLACEHOLDER]
first-touch and last-touch UTM columns on order rows

Weekly reporting workflow

Export orders with first/last visit marketing columns.
Build two pivot views: first-touch revenue and last-touch revenue.
Compare gaps by source and campaign.
Review channels that assist often but close less often.
Adjust budget and creative strategy.

How merchants use this report

Reduce over-spend on channels that only close existing demand
Protect top-of-funnel channels that create new demand
Improve campaign naming discipline for cleaner UTM analysis

Common mistakes to avoid

Using only one attribution lens for every decision
Ignoring campaign naming consistency
Not separating prospecting vs retargeting analysis

Final tip

Add a monthly view that tracks channel share shift between first touch and last touch. It helps prevent short-term budget bias.

Attribution scorecard template

Build one summary table per month with these columns:

Channel / campaign name
First-touch revenue share
Last-touch revenue share
Share delta (first-touch minus last-touch)
Proposed budget action

Decision rules merchants use

Scale channels strong on both first and last touch
Protect channels strong on first touch when new-customer growth is a priority
Optimize creative and landing pages for channels strong on last touch but weak on first touch

Related Shopify Spreadsheet Guides

Continue with these related tutorials to build a complete bulk-edit workflow in Shopify:

Install eCommix – Google Sheets Sync

If you want to manage Shopify data in spreadsheets and import changes back with validation, install eCommix – Google Sheets Sync and start with a small test batch first.

Install eCommix – Google Sheets Sync