Cherry Seed

What's causing my attribution gaps?

attribution model conversion tracking channel grouping

Quick Answer

Common causes: UTMs stripped by redirects, Safari ITP limiting cookies to 7 days (24 hours for classified domains), ad blockers blocking tracking scripts, iOS ATT opt-outs, consent banner rejections, and cross-device journeys without login. Server-side tracking addresses most of these.

Full Answer

Attribution gap sources: Technical gaps:

  • Redirects stripping UTM parameters
  • Safari ITP capping cookies (24 hours to 7 days)
  • Ad blockers preventing pixel fires
  • JavaScript errors stopping tracking Privacy gaps:
  • iOS ATT opt-outs (75%+ users)
  • Cookie consent rejections (40%+ in EU)
  • Browser privacy features (Firefox ETP, Brave) Journey gaps:
  • Cross-device without login
  • Long consideration periods exceeding cookie life
  • Multi-touch journeys with partial visibility Diagnosis approach: 1. Compare WooCommerce orders to GA4 conversions 2. Check "Unassigned" and "Direct" traffic in GA4 3....

Sources

Programmatic Access

GET https://seresa.io/wp-json/cherry-tree-by-seresa/v1/seeds/733

Cite This Answer

Cherry Tree by Seresa - https://seresa.io/seed/utm-attribution/fix-attribution-s3