Attribution methods and frameworks show us how we calculate the output of any campaign (e.g., an OnSite campaign, a Web Push notification, an App Template, an App Push, an Email, an SMS, a WhatsApp message, or an Architect journey). This guide aims to provide a general terminology and to answer the following questions:
- How do re-eligibility durations work?
- How does goal conversion work?
- What are the default re-eligibility durations for Insider products?
General Terminology
| Attribution Type | Aims to show whether a product uses a view-through, click-through, or unique revenue method of attribution. It is mainly concerned with what action the user has to take in what duration, so the campaign has the revenue attributed to it. |
| Re-eligibility Duration | Re-eligibility Duration refers to the time interval after which a user becomes eligible again to be assigned to a variant group of the same campaign. Re-eligibility is triggered based on user interaction, not just by viewing the campaign. If a user sees a campaign but does not click or close it, they might still see the same variant again in later sessions, even before the re-eligibility duration ends. |
| Goal Conversion Duration | The time interval starts after a user interacts with a campaign for the first time. This interaction can be viewing or clicking a campaign based on the attribution type set for conversions. During the time interval you set, when your goal is achieved, the campaign will be logged as a conversion. |
| Re-eligibility Duration After Click | Is used in cases where the user viewed the campaign and clicked on it but did not close the campaign. |
| Re-eligibility Duration After Close | Is used in cases where the user viewed the campaign and closed it. |
Only in Architect, the last click is attributed to the last channel activity. Also, no attribution happens between journeys. For example, if a user receives an email from Journey A and receives another email from Journey B, clicks both emails, and makes a purchase, we see one conversion for Journey A and one conversion for Journey B.
How do re-eligibility durations work (view options)?
The diagram below shows the campaign eligibility (re-eligibility) duration, re-eligibility duration after click, and re-eligibility duration after close. These durations apply to the OnSite products.
- If a user views a campaign but does not interact with it, the same variant may still be shown to the user in future sessions.
- If a user views a campaign and clicks but does not close it, the "re-eligibility duration after click" setting is applied.
- If a user views and closes a campaign, the "re-eligibility duration after close" setting is applied.
How does Goal Conversion work (goal attribution window)?
The diagram below shows an example of a goal duration or attribution window.
- The user views the campaign and makes a purchase.
- The user views the campaign, clicks it, and makes a purchase.
- The user views the campaign, closes it, and makes a purchase.
In the above cases, the revenue is attributed to the campaign if the attribution window includes all the steps passed through (between view and purchase events).
Overall Revenue Uniqueness & Cross-Campaign Attribution
The following table summarizes whether each product attributes conversions across campaigns and whether revenue shown on the product’s Overall Analytics page is unique (de-duplicated).
| Product | Is there attribution among campaigns? | Is the revenue in overall analytics unique? |
|---|---|---|
| SMS | Last click | Yes |
| Last click | Yes | |
| Architect | Journeys: No Channels: Yes (Last click/view) | No |
| No | Yes | |
| OnSite | No | Yes |
| App Push | No | Yes |
| App Templates | No | Yes |
| Web Push | Last click | Yes |
| Smart Recommender | Last click | Yes |
| Eureka | - | Yes |
What are the default re-eligibility durations for Insider products?
OnSite Products
You can customize the re-eligibility and goal conversion durations for each OnSite product, template, and campaign as per the following methods:
- Session-based duration: If the session ends, the user can still view the campaign; however, their actions will not be counted as a goal conversion.
- Day-based duration: User actions are counted as a goal conversion within the defined day interval.
OnSite products utilize both view-through and click-through attribution, depending on the selected goal.
- If the goal is Purchases, the goal conversion is tracked based on view-through attribution.
- If the goal is Purchases from Clicks, the goal conversion is tracked based on the click-through attribution.
Messaging
Re-eligibility is not applicable to most messaging products as they are single campaigns, and users will not be exposed to them for an ongoing duration.
| Channels | Campaign Re-eligibility | Default Re-eligibility Duration | Goal Conversion Duration | Default Goal Attribution Window | Attribution Type | Click Attribution Window |
|---|---|---|---|---|---|---|
| - | - | Customizable | 7 days after click | Click-through | - | |
| SMS | - | - | Customizable | 14 days after click | Last Click | - |
| - | - | Customizable | 14 days after click | Last Click | - | |
| Web Push | - | - | Customizable | 14 days after click | Last Click | - |
Conversions for Web Push, SMS, and WhatsApp campaigns are attributed using the last-click model. This means that only the last eligible campaign clicked within the attribution window will receive credit for a conversion.
- If a user clicks multiple campaigns across Web Push, SMS, or WhatsApp before making a purchase, the conversion will be credited only to the most recent eligible campaign.
- If no campaign qualifies within the attribution window, the conversion will not be attributed.
Note: Attribution works within each product (Web Push, SMS, WhatsApp) separately. There is no cross-product attribution. For example, a WhatsApp campaign and an SMS campaign do not affect each other. However, multiple WhatsApp campaigns can influence attribution among themselves.
Mobile Products
The table below displays the details of the re-eligibility and goal conversion for the mobile products.
| Channels | Is Campaign Re-eligibility customizable? | Default Re-eligibility Duration | Re-eligibility Types | Is Goal Conversion Duration customizable? | Default Conversion Duration | Attribution Type | Display Options |
|---|---|---|---|---|---|---|---|
| One-Off Pushes | No | - | - | Customizable | 6 hours | View-through & Click-through | - |
| Automated Pushes | Customizable | Closed | After View | Customizable | 6 hours | View-through & Click-through | - |
| App Templates & Survey | Customizable | Closed | After View | Customizable | Session-based & Duration-based | View-through & Click-through | Customizable |
| App Survey | Customizable | Closed | After View | Customizable | Session-based & Duration-based | View-through | Customizable |
You can use the Display Options, App Templates, and App Survey to configure delay duration, recurring display rules, priority, and frequency capping to show your campaign in a single session.
Smart Recommender
Smart Recommender has different attribution models for the OnSite Analytics and Smart Recommender Analytics pages.
OnSite Analytics Page
The attribution model on Onsite Analytics acts similarly to the model of the Onsite products. This page focuses on the overall performance of the launched Smart Recommender campaigns. The metrics are attributed to the campaigns. For example, revenue is attributed to the campaign if a user purchases any item after viewing the Smart Recommender campaign.
Smart Recommender Analytics Page
This page aims to measure the performance of the recommended products and algorithms. That's why the metrics are attributed to the products. Campaign performance is tracked based on a product level. For example, the revenue is attributed to the campaign only if a user purchases a product recommended in the campaign.
All metrics are based on a 7-day cookie duration. This means that once a website user views and clicks on a product from the recommended products, tracking begins with this click event. If the user views and clicks a product, and makes a successful purchase within the next 7 days after this click event, this transaction is counted as a conversion.
| Attribution Type | Campaign Re-eligibility | Default Re-eligibility Duration | Re-eligibility Type | Goal Conversion Duration | Default Goal Attribution Window | Goal Conversion Window starts with | |
|---|---|---|---|---|---|---|---|
| Onsite Analytics | View-through & Click-through | Customizable | Session-based | After view, After click, After close | Customizable | Session-based | Impression |
| Smart Recommender Analytics | Direct Click-Through | Customizable | Session-based | After view, After click, After close | Customizable | 7 days | Viewable impression |
- Click-through is a successful purchase within a defined timeframe after a user is exposed to a campaign and clicks it.
- Direct click-through is a successful purchase within a defined timeframe after a user is exposed to a Smart Recommender campaign, clicks it, and purchases the item they click in the Smart Recommender. Direct click-through is used only in Smart Recommender Analytics.
Architect
The Architect has a journey-based attribution model with multiple channels and touchpoints with users. It offers two attribution models:
- Last Click Attribution for Click-through Report Type: Conversion is attributed to the channel/campaign that the user clicked last, provided the attribution window has not yet passed. Click actions are taken into account for Email, Web Push, SMS, WhatsApp, App Push, In-App, and OnSite channels.
- Last View Attribution for View-through Report Type: Conversion is attributed to the channel/campaign that the user viewed last, and the attribution window hasn’t passed yet. This view corresponds to different actions for each channel: Open for Email, Open (Read) for WhatsApp, View (Delivered) for Web Push and App Push, Delivered for SMS, View (Impression) for InApp and OnSite.
When you visit any analytics page, you will see Click-through Report Type metrics by default. You can change it from the dropdown at the top.
Here are some examples of the conversion goals that you can set: add to cart, sign up, purchase of any items under the Shirts category, purchase of any product more than $100, and SMS opt-in attribute changes from false to true.