The attribution values give you the transactions and revenue registered within different time windows after a message is received or clicked by the recipient.
These values occur in the Message delivery statistics and Automation statistics reports. A purchase can only be attributed to a single message, and this is taken to be the latest one received or clicked in the specified time window before the purchase.
The revenue calculation includes both purchases and returns, as long as the total on each receipt is “positive”. That means a receipt with both purchases and returns is included if the total is above 0. Receipts that only contain returns are not included.
Note that no transactional communication is included in the calculations.
You can configure the attribution model to use different time windows and attribution criteria based on clicks or the last message received.
Time windows
Different time windows for attribution are available: 1-day, 3-day, and 7-day. These determine the span of time after a message is received or clicked on where that message is seen as being "responsible" for a purchase being made, depending on the selected attribution criteria.
Attribution criteria
There are two attribution criteria to consider.
a. Click-Based Attribution: Here, purchases are attributed to the last message the recipient clicked on before making the purchase. This attribution method focuses on the specific message that prompted the recipient's click, and assumes that it played a major role in influencing the purchase.
b. Last Message Attribution: Here, purchases are attributed to the last message received by the contact within the specified time window, regardless of whether a click occurred on it. This attribution method considers the most recent message as the one that led to the purchase, and assumes it had the greatest influence in driving the purchase.
Example
Day 1: A contact receives a message entitled “Welcome message” and clicks on it.
Day 4: The contact receives a message entitled “Buy our products” but doesn't click on it.
Day 5: The contact buys shampoo for €10.
If you had selected a seven-day window and click-based attribution, the first message, entitled "Welcome message", is attributed €10 and one transaction for the contact because it was clicked on inside the time window before the purchase occurred.
If however you had selected a seven-day window and last message attribution, the message entitled "Buy our products" is seen as the one that triggered the purchase, and is attributed €10 and one transaction for the contact.
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