The attribution values give you the transactions and revenue registered within different time windows after a message is received, clicked on or opened 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, clicked on or opened in a certain time window before the purchase.
The revenue calculation includes both purchases and returns, as long as the total on each receipt has a positive value. That means a receipt with both purchases and returns is included as long as the total is greater than 0. Receipts that only contain returns are not included.
Note that no transactional communication is included in these calculations.
You can configure the attribution model to use different time windows and attribution criteria and can also filter the results based on store type.
Time windows
Different time windows for attribution are available: 1-day, 3-day, and 7-day. These determine the span of time after the message is received, clicked on or opened (depending on the attribution criteria you picked) where that message is seen as being "responsible" for a purchase being made.
Store type
You can filter the revenue based on where the purchase occurred. This allows you to see purchases from physical stores, e-com stores or from all stores.
Attribution criteria
There are three 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 it was clicked on or opened or not. 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 it.
c. Opened Attribution: Here, purchases are attributed to the last message opened by the contact within the specified time window, regardless of whether a click occurred or not. This attribution method considers the most recent message that was opened before the purchase as the one that led to the purchase, and assumes it had the greatest influence in driving it.
Example A
Day 1: Contact receives a message “Welcome message” and clicks on it.
Day 4: Contact receives a message “Buy our products” but doesn't click on it.
Day 5: The contact buys shampoo for €10.
If you're using a 7-day window and click-based attribution, the first message, "Welcome message", is attributed €10 and one transaction for the contact.
If you're using a 7-day window and last message attribution, the message "Buy our products" is seen as the one that triggered the purchase, and is attributed €10 and one transaction for the contact.
Example B
Day 1: Contact receives a message “Spring deals!” and opens it.
Day 2: Contact receives a message “Easter hats!” and doesn't open it.
Day 5: The contact buys a hat for €25.
If you're using a 5-day window and opened attribution, the first message, "Spring deals!", is attributed €25 and one transaction for the contact.
If you're using a 5-day window and last message attribution, the message "Easter hats!" is seen as the one that triggered the purchase, and is attributed €25 and one transaction for the contact.
Comments
0 comments