How MIQAS attribution works

Every ad click carries evidence. Meta appends a click ID (fbclid) to the link; TikTok, Google, Snapchat, and X do the same with theirs; your UTM labels carry the campaign name. The MIQAS pixel captures all of it on the first page view and remembers it for the visitor's whole journey.

When an order arrives, from any source, MIQAS joins it to that journey: same visitor, same click trail. The order is credited to the platform by its click ID and to the campaign by its UTM. This is first-party attribution: measured on your own store, not modeled or guessed.

What "direct" means

An order with no click trail is labeled direct. That is honest: the customer typed your URL, came from a saved link, or from a channel with no labels. If direct looks too high, the usual cause is missing UTMs on some ads; see "Label your ads with UTMs".

Where MIQAS and ad platforms differ by design

Ad platforms also count view-through conversions: someone saw an ad, never clicked, and bought anyway. Your pixel cannot witness that, so platform numbers can legitimately exceed first-party numbers. MIQAS shows its own count instantly and lets the platform's number take over per campaign if it reports more.