A purchase attribution is the relationship between a workflow and/or content as a possible origin of a purchase. This estimated value allows you to measure or compare the performance of your strategies created in Connectif in order to improve the conversion rate to sales.
1. Properties
A purchase attribution links a sale to a workflow, to content, or to both. For each of them, a level of reliability is estimated to measure the probability of its influence on the purchase, so that:
- Attribution is higher the closer in time the contact's interaction with the content or workflow is to the purchase.
- If the contact has interacted with several pieces of content or workflows before making a purchase, the purchase will be attributed to the interaction that was closest in time.
Clicks on the (Close) buttons and outside of popups, also with the aim of closing the content, are not registered 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 the interactions prior to making a purchase. Connectif evaluates, in order, whether, in the case of a new purchase, it falls into one of the attribution scenarios. If a valid scenario is found for the purchase, the attribution is applied, and no further scenarios are evaluated for that purchase.
The purchase attribution scenarios are as follows:
| Order | Name | Scenario Description | Reliability | Remarks |
|---|---|---|---|---|
|
2 |
Purchase after open and click | The purchase was made within 24 hours after opening a piece of content, immediately followed by a click on that same content. *Does not apply to web content. |
60-75% | The more time that passes 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 48 hours after clicking a link in content sent from a workflow. If there are multiple clicks on links from different content, preference will be given to the last click. | 50-65% | The more time that passes between the click and the purchase, the lower the reliability. The more clicks on links in that same content, the higher the reliability. |
|
4 |
Purchase after opening content | The purchase was made within 48 hours after opening content sent from a workflow. If there are several opens of different content, preference will be given to the last opened content. *Does not apply to web content. |
40-50% | The more time that passes between opening and purchasing, the lower the reliability. |
|
5 |
Purchase after sending an SMS | The purchase was made within 24 hours after sending an SMS from a workflow. If there are several SMS sent, preference will be given to the last opened SMS. | 20-50% | The more time that passes between sending the SMS and the purchase, the lower the reliability. |
2. How is it used in Connectif?
2.1. Checking attributions
Global
1. Go to "Home" from the left side menu to see your dashboard.
2. In Purchase Attributions, check the global attribution percentage over the total sales of your eCommerce in the last 30 days.
Total sales and attribution data are updated every 24 hours.
3. In Top Performance, discover the workflows and content that offer the best conversions in relation to sales.
Performance data also refers to the last 30 days and is updated every 24 hours.
Purchases
1. In Purchase Attributions on the dashboard, click on View all purchases or go to "E-commerce > Purchases".
2. Click on (View details) in the Actions column of the purchase you want to check.
3. Check the details of the purchase and its attribution, if any, as well as the reliability calculated based on the purchase scenario.
In our example, two purchases are shown: the first is attributed to Scenario 4: Purchase after opening content, and the second to Scenario 2: Purchase after open and click.
Workflows
If you access the Live View of a workflow by clicking its name, either from Top Performance on the dashboard or from the attributions of a purchase in "E-commerce > Purchases", you can continue from step 2.
1. Go to "Workflows" from the left side menu and, in the workflow you want to check, click on More to open the menu. Select Live View.
2. In the workflow editor, click on Purchase statistics.
3. Click on (View details) in the Actions column of the purchase you want to check.
4. Check the details of the purchase and the reliability of the attribution calculated based on the purchase scenario and the contact's behavior.
If the workflow includes different pieces of content, the detail view of the attribution will show the content that is most likely to have been the origin of the purchase.
2.2. Examples of attributions for the different scenarios
The reliability percentage in a scenario is measured based on the time that has passed since the contact's action (click, open, etc.), with a maximum of 24–48 hours depending on the scenario type.
Connectif does not reason whether a specific piece of content, based on the information it contained, makes more sense to be the one that achieved the purchase. Attribution, therefore, associates the purchase to the workflow/content with the highest reliability percentage.
Practical examples of purchase attributions:
Scenario 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 content.
In this case, Scenario 4: Purchase after opening content would apply, and the attribution would go to the abandoned cart email.
Scenario 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 the attribution would go to the website news email, because, although the contact interacted with both by opening them, the more recent news email has a higher reliability percentage.
Scenario C
In the same Scenario B, the contact, in addition to opening both emails, clicks on any link in the abandoned cart email.
In this case, Scenario 2: Purchase after open and click would apply, and the attribution would go to the abandoned cart email, because the minimum reliability for this scenario is 60%, while the maximum reliability for Scenario 4: Purchase after opening content is 50%.
Scenario D
A contact sees an inline content block on the website with related products to what 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 end up making a purchase 10 minutes later.
In this 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 are only part of Scenario 5: Purchase after sending an SMS, whose reliability is from 20 to 50%, while Scenario 3 has a reliability of 50 to 65%.
Congratulations!
You have reached the end of the lesson.
Do you have any unresolved questions?
Remember that our Connectif specialists are available to help you. To contact them, simply open a support ticket by clicking the blue “Help” button on your dashboard.
Keep learning!
To make the most of your Connectif account, we recommend continuing with the following articles:
- Dashboard, to learn more about the different elements of the Dashboard.
- Analytics Dashboards, to access the most relevant statistics for your account, as well as different filter options to create your reports.
- View statistics and data in Connectif, to see detailed statistics for the different content types.
- Events that consume activities, to distinguish which types of events consume your available monthly activities.