Klirry connects an ad to the order it produced using the tags on the link the customer clicked. It tries these in order, and an order gets the first one that applies:
- Meta click ID (`fbclid`) present. Counted as a paid Meta order, from an unknown ad. Only the fact that the ID was present is kept, never the ID itself.
- UTM tags from Meta.
utm_sourceis Facebook or Instagram with a paid medium such as cpc. - Another paid or organic source. An order with a UTM source that is not Meta is classed as other paid or organic, depending on the medium. It is not counted against a Meta ad.
- Nothing. An order with no tracking is classed as direct.
The calibration factor
When too few orders can be matched directly, Klirry estimates. It takes the platform-reported return on ad spend and corrects it against the small sample of orders it could match directly. That ratio is the calibration factor. Your store's matched revenue is always the number used for decisions; the platform's own figure is shown only as a check.
Worked example
In a test set of 47 orders:
- 38 matched by UTM tags
- 3 matched by
fbclid - 3 direct, 2 organic and 1 other paid, none matched to an ad
41 of 47 orders are matched, which is 87 percent.
Every number in the app carries a badge that says which of these applied. See reading the data-quality badges.