Revenue attribution shows which campaign clicks lead to purchases and how much revenue they generate.

You can track campaign revenue using two methods: Direct tracking and Advanced revenue attribution.

Things you need to know:

Direct tracking attributes revenue for email clicks within a 1-hour window before a purchase. This window is fixed.

This method requires the installation of the ROI tracking script on your store and uses the CheckoutAmount passed into Dotdigital through this script.

This method doesn't support multiple currencies and assumes that any tracked amount has been converted into the store's base currency at checkout.

To set Revenue attribution to use Direct tracking:

Advanced revenue attribution infers revenue for email, SMS, and MMS campaign clicks that lead to a purchase within a defined conversion window.

To set Revenue attribution to use Advanced revenue attribution:

Use shorter conversion windows if you send campaigns frequently or have a short sales cycle. This helps you get more accurate insights into which campaigns contributed to the final conversion.

If you send campaigns at a lower frequency, or if your sales cycles are traditionally longer, we recommend using longer conversion window times. This ensures earlier campaign clicks that contributed to the purchase are included in the insight.

When you use the Advanced revenue attribution method, revenue is attributed to your campaigns in two ways:

A campaign can therefore display both direct and assisted revenue.

You have Advanced revenue attribution set up on your account with a conversion window of 5 days. You send Campaign 1 to a contact, and they click through to a product page on your store, but take no further action.

Two days later, you send Campaign 2 to the contact, and they again click through to the product, and this time, add the product to their cart. However, they then abandon their browsing session without completing the purchase.

After one more day, you send abandoned cart Campaign 3 to the contact. They click through to their cart and complete the purchase, for an order total of £100. Success!

Because the purchase was completed following a click-through from Campaign 3, this campaign is attributed £100 in direct campaign revenue. Then, because the customer also clicked on Campaign 1 and Campaign 2 during the conversion window, each of these campaigns receives £50 in assisted campaign revenue.

This assisted revenue figure helps to demonstrate the importance of your email, SMS, and MMS campaigns in the customer journey, even when purchases are not made immediately or directly from a click-through.

To view the revenue from the Campaign reports area:

You can also open a campaign report directly and view the total tracked direct revenue and conversion rate for a campaign in the top right.

You can also open a campaign report directly to view the total tracked direct revenue in a headline tile. For email campaign reports, conversion rate is also displayed.

If a campaign has no direct revenue attributed to it but does have assisted revenue, the tile displays this figure instead.

Revenue is always calculated and displayed in your account’s base currency. If some of your customers’ orders were placed in their local currencies, we automatically convert the amount using the exchange rate of the day of the purchase.