Advice and answers for everything Oriko.

Oriko is a marketing attribution and customer intelligence platform for teams that need to understand which ads, channels and customers actually drive revenue.

It works from your own first-party data. The Oriko pixel captures on-site behavior, connectors bring in platform spend, store orders and customer records, and Oriko CORE reconstructs customer journeys so every conversion is credited once across the touchpoints that contributed.

If Meta says it drove 40 purchases, Google says it drove 35 and your store recorded 50 total, the real issue is not just reporting. It is that every platform is looking at a different slice of the journey.

• Privacy changes broke old tracking. iOS privacy changes, third-party cookie loss and ad blockers mean ad platforms can no longer see large parts of the journey.
• Platforms report in isolation. Each platform can claim the same sale because it cannot see what the others did.
• Customer data is scattered. Spend lives in ad platforms, orders live in your store and customer records live in your CRM.

Oriko connects those pieces into one journey per customer, then compares Oriko-attributed revenue against platform-reported revenue so the gap becomes visible.

Oriko CORE is the intelligence layer underneath the product. You do not configure CORE directly. It runs automatically once your pixel and connectors start sending data.

Oriko captures first-party events, connects platform spend and resolves fragmented sessions into one customer journey, giving your team visibility for up to 3 years so you can understand what drove the purchase long after cookies disappear.

The pixel uses first-party identifiers only. It does not need third-party cookies, and it does not need to follow people around the web to measure activity on your own site.

Oriko is designed so a team can move from signup to the first useful attribution report quickly. The onboarding flow starts with four setup steps and then moves into installation and reporting.

1. Create your workspace. Name the workspace, pick a colour, add your business website and choose the tools in your stack. Oriko starts with sensible defaults for South African businesses: South Africa data residency, ZAR currency and the data-driven attribution model. No credit card is required, and the initial workspace setup takes about 90 seconds.
2. Install the Oriko Pixel. Copy the snippet from the Install Pixel screen, paste it into your website and verify the first live event.
3. Connect data sources. Connect ad platforms, your store and optional CRM data from the Connections area.
4. Define conversion goals. In Goals & Events, tell Oriko what counts as a conversion, such as a purchase, signup or demo booked.
5. Invite your team. Add colleagues from Settings > Team and assign each person the right role.
6. Read your first report. Open Attribution to see what Oriko attributes per channel next to what each platform reported.

Every workspace member has a role that controls what they can do.

Invite links are single-use and expire after 7 days. Owners and admins can change or remove access from Settings > Team at any time.

The Oriko Pixel is a small asynchronous JavaScript tag. It is the foundation for attribution, analytics and customer profiles.

Your Pixel ID is unique to your workspace. You will find it on the Install Pixel screen inside Oriko.

Paste this snippet before the closing </head> tag on every page, replacing YOUR_PIXEL_ID with your workspace Pixel ID:

<!-- Oriko Pixel - paste before </head> on every page -->
<script>
  (function(p,u,l,s,e){p[s]={q:[]};p[s].init=function(o){p[s].id=o.pixelId};
  e=u.createElement(l);e.async=1;e.src='https://cdn.oriko.co.za/p.js';
  u.head.appendChild(e)})(window,document,'script','Oriko');
  Oriko.init({ pixelId: 'YOUR_PIXEL_ID' });
</script>
<!-- /Oriko Pixel -->

What the pixel captures automatically

• Page views, including URL, page title and referrer.
• Traffic source, including UTMs and ad click IDs such as gclid and fbclid.
• Sessions, ending after 30 minutes of inactivity.
• New vs returning visitors using a first-party identifier on your own domain.

For Shopify, use both the storefront pixel and the Shopify connection. The pixel records browsing behavior, while the connection brings in orders and customers.

1. In Shopify admin, go to Online Store > Themes > Edit code.
2. Open theme.liquid.
3. Paste the snippet before the closing </head> tag and replace YOUR_PIXEL_ID.
4. Save, then connect Shopify from Oriko Connections.

<!-- Oriko Pixel - paste into theme.liquid before </head> -->
<script>
  (function(p,u,l,s,e){p[s]={q:[]};p[s].init=function(o){p[s].id=o.pixelId};
  e=u.createElement(l);e.async=1;e.src='https://cdn.oriko.co.za/p.js';
  u.head.appendChild(e)})(window,document,'script','Oriko');
  Oriko.init({ pixelId: 'YOUR_PIXEL_ID', shop: {{ shop.permanent_domain | json }} });
</script>
<!-- /Oriko Pixel -->

Shopify checkout pages are more locked down than the storefront. The Shopify connection is what ensures purchases are captured reliably.

The Install Pixel screen gives platform-specific snippets for common setups.

Oriko reads ad click IDs automatically, including gclid for Google Ads and fbclid for Meta. UTMs add campaign-level detail, so consistent tracking templates matter.

Google Ads tracking template

{lpurl}?utm_source=google&utm_medium=cpc&utm_campaign={campaignid}&utm_term={keyword}&utm_content={creative}

Meta Ads URL parameters

utm_source=facebook&utm_medium=paid&utm_campaign={{campaign.name}}&utm_content={{ad.name}}

Oriko uses utm_source and utm_medium to determine channel, then uses campaign, term and content for deeper reporting inside Attribution.

Page views are automatic. For business outcomes such as purchases, signups and leads, send a custom event and mark that event as a goal.

// A simple event
Oriko.track('newsletter_signup', { source: 'footer' });

// A purchase, with revenue
Oriko.track('purchase', {
  orderId: 'ORD-1024',
  value: 1290,
  currency: 'ZAR'
});

When an event includes value and currency, Oriko treats it as revenue and attributes it across the customer journey.

When a customer logs in, checks out or subscribes, you can call Oriko.identify() with an email or user ID so Oriko can merge anonymous history into a known profile. Personal identifiers are hashed on Oriko servers.

Goal settings

• Event name, such as purchase, signup or demo_booked.
• Value, either fixed or read dynamically from the event.
• Attribution window, configurable per goal.
• Status, enabled or paused.

No. The Oriko Pixel uses first-party identifiers only, stored on your own domain. That is why it keeps working when third-party cookies fail.

• It belongs to your domain, not a third-party tracking domain.
• It measures activity on your own site, not behavior across the web.
• capturePII is off by default. The pixel captures behavior unless you explicitly identify a customer.

After adding the snippet, use the Verify installation step inside Oriko. Open your website in another tab or refresh it. Oriko listens for events from your Pixel ID and usually confirms the page view within seconds.

If verification does not succeed

1. Confirm the snippet is inside the <head>, ideally before </head>.
2. Confirm the Pixel ID matches your workspace exactly.
3. Clear your site or CDN cache after publishing the snippet.
4. Try a clean browser or incognito window if an ad blocker may be suppressing the test event.
5. Make sure the page you visited actually contains the snippet.

Once verified, live traffic appears under Analytics > Realtime.

The pixel tells Oriko what happens on your site. Connections bring in the data that lives elsewhere: ad spend, orders and customer records.

Connections use OAuth where supported. Access tokens are encrypted with AES-256-GCM, and secrets are masked in logs.

Oriko is read-only by design, except for Optimise budget push. Even there, budget changes are preview-first and require explicit confirmation before money moves.

Ad-spend connections power the Oriko-vs-platform ROAS comparison. Oriko divides the revenue it attributes to a channel by the spend the platform reports, then shows the gap.

To remove Google access completely, disconnect in Oriko and revoke Oriko from Google Account Security > Third-party access.

Shopify brings actual order value and customer data into Oriko. This lets Oriko attribute real revenue instead of estimates.

HubSpot and Salesforce enrich customer profiles with CRM contacts, activity, accounts and pipeline context. They are most useful when your business closes deals in a CRM rather than a checkout.

For a straightforward e-commerce store, Shopify usually covers the core order data you need.

The Webhook connector lets you push custom data into Oriko from another system, automation tool or internal service.

1. Add a Webhook connection in Connections.
2. Copy your endpoint URL and signing secret.
3. POST JSON to the endpoint whenever the event happens.

{
  "event": "subscription_started",
  "email": "customer@example.com",
  "value": 499,
  "currency": "ZAR"
}

Every inbound webhook must include a valid HMAC signature generated from your signing secret. Requests that do not verify are rejected.

If a sync fails, Oriko retries automatically. If access has been revoked, Oriko pauses the connection and flags it on the Connections page so you can reconnect.

Analytics is organised into views that answer different questions about traffic and conversion behavior.

Every view respects the date range you choose, with optional comparison periods such as this month vs last month.

Realtime shows live visitors, a live event feed and a world map of activity. It is useful for confirming a new pixel install, watching a campaign launch and running a quick health check.

Realtime uses a streaming connection. It pauses when the tab is in the background and resumes when you return.

A funnel is a sequence of steps you expect people to take, such as viewed product, added to cart and purchased. Oriko respects the order of events inside each visitor journey, so drop-off reflects real behavior.

Flows show the paths visitors actually take through your site. Use funnels to see where people drop off, then use flows to see where they go next.

Create alerts for events, unique visitors, conversion rate, revenue, average session duration, bounce rate and error rate.

Conditions can be above a threshold, below a threshold, percentage change or anomaly. When triggered, Oriko sends an email with the details.

Daily or weekly email digests provide a regular summary of key numbers without needing to log in.

• Session: a single visit that ends after 30 minutes of inactivity.
• Bounce: a session with only one page view.
• Session duration: the time between first and last event in a session.
• Unique visitors: distinct people counted through the first-party identifier.

Numbers may differ from other tools because session timeouts, bot handling, blockers and definitions vary. Trends inside Oriko remain consistent with Oriko's own definitions.

An attribution model decides how credit for a sale is split across the touchpoints that led to it.

The data-driven model uses a Markov-chain removal effect approach. It asks what would happen to conversions if a channel did not exist, then normalises credit so every conversion is fully accounted for. Until there is enough conversion data, Oriko falls back to Linear so reports remain stable.

Ad platforms claim conversions in isolation. Meta may count a sale if a Meta ad was involved, while Google may count the same sale if a Google click was involved. Add platform reports together and the same customer can be counted more than once.

Oriko builds one journey per customer and splits credit once across the contributing channels. In Attribution, the delta column shows the difference between Oriko-attributed revenue and platform-reported revenue.

Attribution measures your channels against a conversion event, such as purchase, signup or demo_booked.

When someone converts, Oriko rebuilds their recent journey using a 30-day journey lookback. Each goal can also have its own attribution window, which controls how long after a touch a conversion still counts toward that goal.

Optimise uses your attribution data to learn response curves for each channel, then recommends how to allocate budget for stronger return.

• Preview by default. Recommendations are shown as a plan before anything is pushed.
• Guardrails. Proposed changes are validated against safety bounds.
• Explicit confirmation. Money only moves when a user confirms the push and live pushing is enabled.
• Audit log. Every push is recorded.

Oriko can suggest and, if enabled, apply changes, but it will not quietly change spend without confirmation.

When someone lands on your site, Oriko assigns a first-party anonymous identifier and starts building a profile. Every page view, event and session attaches to that profile.

When the visitor logs in, checks out or subscribes, Oriko can merge anonymous history into a known profile through a deterministic identifier.

If cookies are cleared, Oriko can use non-personal signals like device and network to reconnect a visitor conservatively. It will not merge different known identities, it will not merge across clear geographic conflict and an office or cafe network alone is never enough.

The honest limitation: probabilistic matching can recover the same person on the same device after cookie loss, but true cross-device linking needs a deterministic identifier such as login on both devices.

The People page is the customer list. Profiles show identity, lifetime value, first seen, last seen, order count, tags, segments and journey history.

Profiles can be known or anonymous. You can search by name or email and filter by channel, LTV, activity or predictions.

Audiences are saved groups of people that update as your data changes.

• Smart audiences: Oriko-suggested segments based on behavior and predictions.
• My audiences: custom segments built from criteria like channel, lifetime value, activity, tags and predictions.

Audiences can power reporting, retention work and workflow conditions.

Oriko estimates churn risk and predicted lifetime value from your workspace's own data. Models refresh nightly as customer behavior changes.

Use predictions to find at-risk high-value customers, build retention audiences and prioritise effort. They are informed estimates, not guarantees.

Oriko hosts customer data in AWS Africa (Cape Town), region af-south-1. For South African businesses, this keeps data in-region and supports POPIA alignment.

Each workspace is isolated from every other workspace. Data is scoped and separated on every request.

Oriko supports data-subject request workflows, including access, erasure, rectification, portability, objection and restriction.

Consent is recorded per purpose and can be captured via consent banner, form, API call or import. The pixel can hold events until consent is granted.

Retention policies let workspaces automatically clean up data after the period they choose.

• Passwords are hashed with bcrypt.
• 2FA is available, with account lockout after repeated failed attempts.
• Sessions use short-lived signed tokens with rotating refresh tokens.
• Connected account tokens are encrypted with AES-256-GCM.
• Inbound webhook data must carry a valid signature.
• Rate limiting and parameterised database queries protect the platform from abuse and injection attacks.

Oriko is built to measure behavior without collecting more personal data than needed.

• No raw IP addresses or user-agent strings are kept in the analytics store.
• Personal identifiers are hashed on Oriko servers.
• The pixel does not use third-party cookies.
• Realtime streams carry only what is needed to show live activity.
• PII capture is off by default.

A workspace is an isolated tenant in Oriko. Each workspace has its own Pixel ID, data, team and billing.

Create separate workspaces for separate brands, stores, clients or staging environments. Use the workspace switcher to move between workspaces you belong to.

Oriko has Free, Starter, Growth and Enterprise plans. You can start on Free with no credit card.

Billing is in South African Rand through Paystack. Usage is measured by allowances such as events and tracked identities.

Workflows let Oriko act on customer behavior using a trigger, optional conditions and one or more actions.

• Triggers: event received, enters a segment, exits a segment or schedule.
• Conditions: filters such as order value, channel, audience or score.
• Actions: send email, add or remove from audience, call webhook, send Slack message, update score or delay.

Example: when a customer's churn risk rises and they enter the At-risk VIPs audience, send a win-back email and notify the team.