A purchase attribution is the relationship between a workflow and/or content as a possible source of a purchase. This estimated value allows you to measure or compare the performance of your strategies created in Connectif to improve the sales conversion rate.
1. Properties
A purchase attribution links a sale to a workflow, to content, or to both. For each of these, a level of reliability is estimated to measure the likelihood of its influence on the purchase, such that:
The attribution is greater the closer in time the contact’s interaction with the content or workflow is to the purchase.
If the contact has interacted with several contents or workflows before purchasing, the purchase will be attributed to the one whose interaction is closest in time.
Clicks on the (Close) buttons and outside of popups, also aimed at closing the content, are not recorded as interactions attributable to purchases.
Purchases may not be attributed to any workflow or content.
Attributions are distinguished according to different attribution scenarios that differentiate the contact’s behavior in interactions prior to making a purchase. Connectif evaluates in order whether, upon a new purchase, it fits one of the attribution scenarios. If it finds a valid scenario for the purchase, it applies the attribution and does not continue evaluating other scenarios for that purchase.
The purchase attribution scenarios are as follows:
| Order | Name | Scenario Description | Reliability | Notes |
|---|---|---|---|---|
|
2 |
Purchase after opening and clicking | The purchase was made within the next 24 hours after opening content, immediately followed by a click on that same content. *Does not apply to web content. |
60-75% | The longer the time between opening and clicking, or between clicking and purchasing, the lower the reliability. |
|
3 |
Purchase after clicking a link in content | The purchase was made within the next 48 hours after clicking a link in content sent from a workflow. If there are multiple clicks on links from different contents, preference is given to the last click. | 50-65% | The longer the time between the click and purchase, the lower the reliability. The more clicks on links from that same content, the higher the reliability. |
|
4 |
Purchase after opening content | The purchase was made within the next 48 hours after opening content sent from a workflow. If there are multiple openings of different contents, preference is given to the last content opened. *Does not apply to web content. |
40-50% | The longer the time between the opening and purchase, the lower the reliability. |
|
5 |
Purchase after sending an SMS | The purchase was made within the next 24 hours after sending an SMS sent from a workflow. If there are multiple sends of different SMS messages, preference is given to the last SMS opened. | 20-50% | The longer the time between sending the SMS and the purchase, the lower the reliability. |
2. How is it used in Connectif?
2.1. Viewing Attributions
Global
1. Access "Home" from the left sidebar menu to view your Home.
2. In Your Business at a Glance, check the global attribution percentage on your eCommerce’s total sales over the last 30 days.
Total sales and attribution data are updated every 24 hours.
3. In Which Channels Generate Revenue, discover the channels that offer the best conversions relative to sales.
Performance data also refers to the last 30 days and is updated every 24 hours.
Purchases
1. In Your Business at a Glance on Home, click View All Purchases or go to "E-commerce > Purchases".
2. Click (View Details) in the Actions column of the purchase you want to check.
3. Check the purchase details and its attribution, if any, as well as the reliability calculated based on the purchase scenario.
In our example, two purchases are shown, both attributed to Scenario 3: Purchase after opening content.
Workflows
If you access the Live View of a workflow by clicking its name, from Top Performance on the dashboard or from the attributions of a purchase in "E-commerce > Purchases", you can continue from step 2.
1. Access "Workflows" from the left sidebar menu and, in the workflow you want to check, click More to expand the menu. Select Live View.
2. In the workflow editor, click Purchase Statistics.
3. Click (View Details) in the Actions column of the purchase you want to check.
4. Check the purchase details and the reliability of the attribution calculated based on the purchase scenario and the contact’s behavior.
If the workflow includes different contents, the detail view of the attribution will show the content most likely to have been the source of the purchase.
2.2. Examples of attributions to different scenarios
The reliability percentage in a scenario is measured based on the time elapsed since the contact’s action (click, open, etc.) occurred, with a maximum of 24-48 hours depending on the scenario type.
Connectif does not reason whether a specific content, due to the information it contained, makes more sense as the one that achieved the purchase. Attribution, therefore, associates the purchase with the workflow/content that has the highest reliability percentage.
Practical examples of purchase attributions:
Case A
A contact receives an abandoned cart email at 12:00 PM, opens it at 12:02 PM, and makes a purchase at 12:05 PM without interacting with other contents.
In this case, Scenario 4: Purchase after opening content would apply and it would be attributed to the abandoned cart email.
Case B
A contact receives an abandoned cart email at 1:30 PM, opens it at 1:32 PM.
Later, they receive another email about website news at 6:30 PM, open it at 7:02 PM, and make a purchase at 7:30 PM.
In this case, Scenario 4: Purchase after opening content would apply and it would be attributed to the email about website news, because although the contact interacted with both by opening, the more recent news email has a higher reliability percentage.
Case C
In the same Case B, the contact, in addition to opening both emails, clicks a link in the abandoned cart email.
In this case, Scenario 2: Purchase after opening and clicking would apply and it would be attributed to the abandoned cart email, because the minimum reliability of this scenario is 60%, while the maximum reliability of Scenario 4: Purchase after opening content is 50%.
Case D
A contact views inline content on the website with related products to the one they are visiting and clicks on one of them. Since inlines do not have openings, at that moment they are in Scenario 3: Purchase after clicking a link in content (3).
They leave the website and, after 2 hours, receive a remarketing SMS which they click, and then make a purchase 10 minutes later.
In that case, Scenario 3: Purchase after clicking a link in content would still apply and the purchase would be attributed to the inline click, since SMS only form part of Scenario 5: Purchase after sending an SMS, whose reliability is 20 to 50%, while Scenario 2 has a reliability of 65% to 50%.
Congratulations!
You have reached the end of the lesson.
Do you still have unresolved questions?
Remember that our Connectif specialists are available to help you. To contact them, simply open a ticket with Support by clicking the blue “Help” button on your dashboard.
Keep Learning!
To fully leverage the potential of your Connectif account, we recommend continuing with the following articles:
- Home, to delve into the different elements of the Home.
- Analytics Dashboards, to access the most relevant statistics of your account, as well as different filter options to create your reports.
- View Statistics and Data in Connectif, to view detailed statistics of the various contents.
- Events that Consume Activities, to distinguish which types of events consume the available monthly activities.