Conversion Attribution: from search click to order.
A conversion only says something about search when the link with the prior search interaction is reliable enough.
1. Define the chain
Capture search, result view, product click, and order as separate events. Use consistent identifiers to keep the relationship controllable.
2. Choose an attribution window
A too short window lacks delayed purchases; a too long window increases the chance of accidental links. Tune the window to the buying cycle.
3. Differentiate between attributed and unattributed
Do not enforce a link when evidence is missing. An unattributed order is information, not a technical failure.
4. Prevent cross-store pollution
Multi-store must always link clicks, sessions and orders within the same store context.
5. Check recent conversions
A detail view with source, search term, click moment, order moment and attribution reason makes diagnosis possible.
6. Measure trends
Use conversion next to CTR and zero-result searches. A ranking change can yield more clicks without more relevant purchases.