Attribution of orders

If attribution functionality is enabled, an order/receipt is assigned a communication identifier. For example:

• Consider an order/receipt as linked to a communication if the customer received a message (in case of an email/push mailing — if they opened a message; in case of SMS mailing — if the message was delivered) and made a purchase within 10 days;
• Consider an order/receipt as linked to a communication if the customer received a message and made a purchase during a defined period (for example, from July 9 to July 31 inclusive).

Available attribution models for mass messaging and campaigns differ from each other:

• For mass mailings, you can select the following attribution settings:
  • number of days since receipt of communication;
  • target date range when the the purchase should be made in order to be counted;
  • not to attribute orders/receipts for this communication.
• For campaigns, only the following options are available:
  • number of days since receipt of communication;
  • not to attribute orders/receipts for this communication.

In the example below, summary metrics such as Total orders and Total value of orders are calculated using data on attributed orders/receipts.