Unattributed orders

An unattributed order is one Clakta recorded but couldn't credit to any ad. It still counts fully in your revenue; it just doesn't add to any campaign.

Some are correct, because the sale really was organic. Others are tracking problems that make your ads look worse than they are.

Why it happens

1. The visitor never clicked an ad. They came direct, from search, from an email or a recommendation. This is correct.
2. The ad isn't tagged. The click happened, but without the clkt parameter, so it was recorded as a normal visit.
3. The click is outside the window. More than 7 days passed between the click and the purchase.
4. The order wasn't linked to the visit. The visit's details didn't reach Clakta with the order.
5. The visit couldn't be found. In a privacy-friendly project, the IP and browser sent with the order didn't match the ones seen during the visit.

Only the first one is a real answer. The others can be fixed.

Find the cause

Go through these checks in order.

Are the ads tagged?

Open Project settings → Ad accounts and look at the UTMs configured count for each account. Anything short of all of them means some clicks can't be traced. Then click one of your own live ads and check that the page link has clkt with numbers.

Fix: Tag your ad URLs.

Does the order have tracking details?

Open an unattributed order in Orders and look at its tracking section.

• clkt there, but no campaign found: the value arrived broken, or the ad account isn't connected. Check that the account is connected and turned on.
• clkt empty, but UTMs there: the ad has UTM tags only. clkt is a separate parameter that has to be added too.
• Everything empty: the visit's details aren't reaching Clakta. If you use a sales platform, check its "Turn on the Clakta script" step. If your system sends orders, see Send orders from your server.

Is the visit being found?

This applies when your own system sends orders. In full attribution projects, check that it sends sessionId. In privacy-friendly projects, check that it sends the shopper's ip and userAgent, not your server's, and the userAgent exactly as the browser sent it.

Do your customers take more than 7 days?

If the clicks arrive correctly but older journeys keep expiring, the problem is the window, not your tracking. See Attribution windows.

What is a normal amount

There is no ideal number: a brand with strong organic demand always has many correct unattributed orders. What matters is how the share changes over time.

• Stable: probably your real organic level
• Jumped suddenly: something broke. Compare the date with an ad launch, a site change, a new consent banner or a tracking mode switch
• Close to 100%: tracking isn't working. Start again from the top

Not tracking problems

• Ad blockers. Some visitors block tracking entirely. Their orders still arrive and are correctly unattributed.
• Different devices in privacy-friendly mode. Researching on the phone and buying on the computer is expected in that mode.
• Real organic sales. Returning customers, direct traffic and recommendations should be unattributed. Giving them to ads would be the mistake.