Concepts

If a feature page in this KB ever feels confusing, the answer is usually here. Concepts pages define the terms — visitors, sessions, channels, attribution, conversions — that the rest of the documentation assumes you understand.

In this section

• Visitors, sessions, and identification — how we recognize a visitor across visits
• Channels and sources — how traffic gets bucketed into Direct, Organic, Paid, etc.
• Attribution models — first-touch, last-touch, and linear, in depth
• Conversions and orders — how Shopify orders become FTS conversions
• Multi-touch journeys — what makes a journey, and why "single touch" is rare in practice

If you're new to attribution as a topic, start with How attribution works instead — it's a higher-level overview.