Revenue attribution

Learn to use Revenue attribution and start tracking how many of your campaign clicks are converting into revenue.

Overview

Revenue attribution is a great way to see how your campaigns are performing at generating revenue. There are two methods you can use to track revenue generated by your campaigns:

• Direct tracking
• Advanced revenue attribution

Using the Advanced revenue attribution method allows you to track both direct campaign revenue and assisted campaign revenue.

Before you start

Things you need to know:

• Your account must have permission to access the Ecommerce area.
• To use Direct tracking, you must install the ROI tracking scripts on your site. To use Advanced revenue attribution, you must sync your order data using one of our ecommerce integrations, using our API or using an SFTP client.
• The assisted revenue attribution model is only available for customers on our Amplify or Ultimate packages.

Direct tracking

Direct tracking attributes revenue for email clicks within a 1-hour window preceding a purchase. This window cannot be changed.

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 account for orders in different 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:

1. Go to Ecommerce > All stores > Ecommerce settings, and go to the heading Revenue attribution.
2. Select Direct tracking.
3. Select SAVE at the bottom of the page.

Advanced revenue attribution

Advanced revenue attribution infers revenue for campaign clicks that lead to a purchase within a user-specified conversion window.

To use Advanced revenue attribution, you must sync order data from your store.

To set Revenue attribution to use Advanced revenue attribution:

1. Go to Ecommerce > All stores > Ecommerce settings, and go to the heading Revenue attribution.
2. Select Advanced revenue attribution.
3. For Conversion window, choose a unit of time.
4. Enter the Conversion window time.
5. Select Save at the bottom of the page.

How long should I set my conversion window?

• Shorter windows - We recommend using shorter conversion window times if you operate on a high email frequency, or if you have a very short sales cycle. This helps you get more accurate insights into which campaigns contributed to the final conversion.
• Longer windows - If you send campaigns at a lower frequency, or if your sales cycles are traditionally longer, we recommend using longer conversion window times. This allows campaigns clicked more than a few days ago, that might have contributed to the final purchase, to be included in the insight.

Direct and assisted campaign revenue

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

• Direct campaign revenue
  When a customer makes a purchase, the order total amount is attributed to the last campaign clicked before the purchase.
• Assisted campaign revenue
  When a customer makes a purchase, we attribute a proportional amount of the order total to any campaign which received a click within the conversion window.

A campaign can therefore display both direct and assisted revenue.

Example

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 campaigns in the customer journey, even when purchases are not made immediately or directly from a click-through.

View revenue

To view the revenue from the Campaign reports area:

1. Go to Analytics > Channel analytics > Reports: Email.
2. Select Display to open the Table display settings.
3. Select the Revenue check box to display the direct revenue attributed to each campaign.
   Select the Assisted revenue check box to display the assisted revenue attributed to each campaign.

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.

The conversion rate is the sum of converted orders divided by the total number of delivered emails.

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

Multicurrency support

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.