Multi-Touch Attribution for WooCommerce

Multi-Touch Attribution for WooCommerce (MTA) tracks the traffic source behind each customer visit, from their first visit through to purchase.

WooCommerce’s built-in attribution shows only the customer’s latest source before purchase. This can hide ads and other sources that appeared earlier in the journey. If you judge your marketing only by the latest source, you might turn off ads that helped the customer discover or return to your store.

The plugin reports your top sources, common source/medium combinations, the number of tracked visits involved in orders, and how its results compare with WooCommerce’s standard attribution. For the full benefit, connect your store to Kiito, a WooCommerce profit analytics service that brings attribution, revenue, costs, and profit data together in one clearer view of marketing performance.

Key features

• Multi-touch attribution for WooCommerce orders.
• See the real source and medium behind orders that would otherwise appear as Direct / Direct or a payment gateway.
• View the full journey to an order, including the first visit, visits in between, and the final visit before purchase.
• Attribution analytics for top traffic sources, source/medium combinations, tracked visit counts (touchpoints), and comparisons with WooCommerce attribution.
• UTM parameter support: utm_source, utm_medium, utm_campaign, utm_content, utm_term, utm_id and utm_kiito.
• Click ID support for Google Ads, Meta, TikTok, X, Reddit, Microsoft Ads, Google Marketing Platform and LinkedIn.
• Uses the referring website (referrer) to identify the source and medium when campaign parameters are missing.
• A panel on each WooCommerce order showing recorded store visits, source/medium, UTM details, and visitor match diagnostics.
• Export the sources recorded for orders to CSV.
• Choose the visit timeout, attribution window, and how long visit data is kept.
• Hashed privacy mode by default, with the option to store raw diagnostics for debugging.
• WP Consent API support. On stores that require opt-in consent, tracking waits until the chosen consent category is allowed.
• First-party cookie fallback tracking to help keep visits connected.
• Connect with Kiito.io WooCommerce profit analytics for deeper revenue, cost, and profit reporting.

Built for busy WooCommerce stores

MTA stores visitor, visit, order attribution, and daily report data in its own database tables. It uses compact visit identifiers and handles attribution processing away from the main visit-recording request. Order statistics are saved when the order is captured, so admin reports do not need to rebuild every customer journey each time they load.

Automatic cleanup keeps the attribution saved with each order while removing older visit and visitor identity data according to your retention setting.

Privacy and consent

By default, MTA stores hashed values for sensitive diagnostics instead of raw IP addresses and user agents (browser information). Store owners can turn on raw diagnostics for debugging from WooCommerce > Multi-Touch Attribution.

MTA works with the WP Consent API and uses the marketing consent category by default. When your store is configured to require opt-in consent, MTA waits for permission before recording visits. Developers can change the category with the mtawc_consent_category filter.

The plugin uses first-party attribution cookies to connect earlier visits with later orders. Store owners are responsible for explaining this tracking in their privacy policy and configuring consent for the laws that apply to their store.

MTA Pro visitor matching

The free plugin includes WooCommerce attribution tracking, order capture, settings, reports, and exports. Advanced fingerprinting requires MTA Pro. With a compatible add-on, MTA can recognize returning visitors when cookies are unavailable.

Kiito profit analytics

MTA collects attribution data in WooCommerce. To get the full value from that data, connect your store to Kiito, where you can view attribution together with WooCommerce revenue, ad costs, margins, and profit performance.

Kiito helps store owners see not only which sources were involved in orders, but which sources are linked to profitable growth.