How we attribute events to push notifications

On 1 September 2026 we changed how add to carts, orders and revenue are credited to your push notifications. This article explains what changed, why, and what it means for the numbers in your analytics.

What changed

Before 1 September 2026, if a customer tapped several push notifications and then
placed an order, that order was credited to every notification they had tapped in
the previous 7 days.

From 1 September 2026, the order is credited to just one — the last notification
the customer tapped before placing it.

An example

A customer taps your Monday sale notification, then taps your Wednesday restock
notification, then places an order on Thursday.

Previously that single order appeared against both notifications, so your reports
showed two orders where the customer had placed one.

What this means for your numbers

Because each order is now counted once instead of several times, push add to cart,
order and revenue figures are lower from 1 September 2026 onwards. The exact change depends on how often your customers tap more than one notification. The stores that send frequently see a bigger drop than stores that send occasionally. This is a change in how we count, not a change in how your notifications are
performing.

What is not affected

• Sent — how many notifications went out

• Clicks / opens — how many were tapped

• Click-through rate

These are counted exactly as before and are unchanged.

Comparing to earlier dates

Data from before 1 September 2026 has not been recalculated. It still reflects the
old method. This means there is a step change at that date, so comparing a period
before 1 September against a period after it will overstate the decline. For
like-for-like comparisons, use date ranges that both start on or after 1 September
2026.

Why we made this change

Crediting one order to several notifications meant push revenue was counted more than
once, so the totals in your reports were higher than the revenue actually generated.
Attributing each order to a single notification gives you a figure you can trust when
comparing push against your other channels, and makes it clear which individual
notification drove a sale.

A note on the 7-day window

Only notifications a customer actually tapped are eligible for credit, and only
for 7 days after the tap. A notification that was delivered but never tapped is never
credited with an order, however many the customer places afterwards.