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Case Study
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Tracking Cross Platform Orders

Tracking Cross Platform Orders

A tracking system that identifies and tags Shopify orders originating from the Xsolla platform using UTM based attribution and automation.

Product Vision

To accurately track cross platform customer journeys and automatically tag orders coming from external platforms for better analytics and reporting.

The Challenge

Invisible Cross Platform Conversions

Orders from Xsolla could not be identified inside Shopify, making it difficult to track performance and customer acquisition sources.

Key Points

Xsolla operates outside Shopify ecosystem

Orders on Shopify looked identical regardless of source

No way to track first customer entry point

UTM data did not persist through full journey

Key Challenges Faced

Identifying true source of customer acquisition

Maintaining tracking data across multiple pages

Linking external platform visits to final orders

Enabling accurate reporting for marketing performance

Encircle Approach

Persistent UTM Based Tracking with Automation

Solution: Cross Platform Tracking and Auto Tagging System

We built a tracking system that carries source data through the full user journey and connects it to Shopify orders.

Centralised Data Architecture

UTM source parameter added to Xsolla CTA links
Source data persisted across Shopify browsing session
Order level attribute used to store acquisition source

Streamlined Flow

JavaScript ensured UTM parameter remained throughout user journey
Source captured and attached to order at checkout
Shopify Flow detected order attribute on creation
Orders tagged automatically as “xsolla” when matched

Technical Highlights

UTM based tracking implementation from external platform
JavaScript based session persistence for attribution
Custom order attribute storage in Shopify
Shopify Flow automation for auto tagging orders
Cross platform conversion tracking system

The Results

Clear Attribution and Accurate Tracking

A fully automated tracking system that connects external platform traffic directly to Shopify order data.

Efficiency Improvements

Eliminated manual identification of Xsolla orders

Automated tagging of cross platform conversions

Reliable tracking across entire user journey

Business Outcomes

Clear visibility into Xsolla driven sales

Improved marketing and partnership performance tracking

Better reporting and analytics accuracy

Stronger understanding of customer acquisition sources

Client Feedback

— Marketing Head, D2C Skincare Brand

“Encircle’s speed work was a game-changer. We saw an immediate lift in mobile conversions and organic traffic — performance truly equals profit.”

Rated: 4/5

Final Takeaways

Accurate Attribution Drives Better Decisions

This project shows how persistent tracking combined with automation can bridge external platforms and Shopify. By capturing and preserving source data throughout the journey, businesses gain complete visibility into cross platform performance.

Key Learnings

UTM persistence is critical for accurate attribution
Session tracking improves cross-platform visibility
Shopify Flow can automate advanced order tagging
Data continuity across journeys ensures reliable analytics
Small tracking improvements significantly impact business insights