Attribution

Attribution shows which campaigns are most effective at driving conversion and revenue, effectively answering the question "What is marketing doing?".

If you have connected a data source (e.g. Shopify), your attribution settings will already be configured and set up.

Attribution window

The attribution window sets the amount of time after a message is sent or a capture widget is seen that a conversion activity will be associated with the campaign. If you send messages frequently, we recommend reducing the attribution window to 1-2 days. The default attribution window is set to 6 days. The maximum window is 14 days.

Attribution model

The attribution model determines the "credit" given to each campaign when a conversion occurs within a specific attribution window.

Model How it works

Last touch (default)

This looks back at the last campaign that a person received within the attribution window and gives 100% credit for the conversion to that campaign.

First touch

This looks back at the first campaign received within the attribution window and gives 100% credit for the conversion to that campaign.

Linear

All the campaigns received during the attribution window are given equal credit for the conversion. For example if the person received 5 campaigns over a 6 day attribution window and then converted, each campaign would be credited 20%.

Time decay

Campaigns during the attribution window are weighted highest based on the closer they were to the point of conversion. If there was 4 campaigns sent during the attribution window a weighting might look like this: 5%, 10%, 35%, 50%

Position based

Campaigns are given credit in the attribution window with 40% to the first and last campaigns received and the remaining 20% is distributed evenly between the middle campaigns.

Types of activities that can be attributed

  • Activities with no value

  • Activities with a value

  • Activities with a value and e-commerce meta

Default activity to attribute

This activity is set as the default on all playbooks, campaigns and widgets. It can be changed at an individual campaign or widget level.

Value label

The value label designates the type of value to attribute:

  • Review

  • MRR (Monthly recurring revenue)

  • ARR (Annual recurring revenue)

This has no impact on the value or the way attribution functions but allows for customization depending on the business type. For example SaaS business models default to MRR after setting up your account.