No search used
The customer may have ordered via navigation, direct product link, campaign or repeat purchase.
Unattributed
An unallocated order is not automatically an error.
Unattributed means that there is insufficient evidence to link the order responsibly to a search click.
No product click
It may have been searched for, but no appropriate product click recorded.
Identifier is missing
Order and click share no reliable session or visitor ID.
Outside the window
The relevant click is too far before the order.
Other shop
The click found belongs to another store and must be deliberately excluded.
Product mismatch
The clicked product does not match the purchased order line.
Technical source incomplete
The order event may not contain any usable order ID, products or identifiers.
Use as a quality metric
A sudden increase may indicate tracking, integration or synchronization problems.