Revenue attribution

This article explains how revenue attribution works in Performance dashboards, how to adjust attribution settings, and how to use data filters and data cleaning to get accurate campaign performance analysis.

What is revenue attribution

Revenue attribution assigns revenue to specific marketing touchpoints—like email and SMS—based on customer interactions. It helps you identify which channels and campaigns drive revenue and understand how customers move between channels, for example from email to SMS.

Revenue attribution is a key feature of performance dashboards with predefined settings.

Revenue attribution model

The revenue attribution model is based on the last touch principle—revenue from a purchase is attributed to the last interaction the customer had before converting.

Each touchpoint is a combination of three key elements:

• Channel: The medium through which the interaction occurs — for example, email, SMS, push notifications, or weblayer.
• Status or action: The specific activity tied to the interaction — for example, "delivered," "opened," "clicked," or "viewed."
• Attribution window: The period during which a touchpoint can be credited for a conversion after the customer interacts with it. Define attribution windows in hours, days, weeks, or months.

Setting the right attribution window ensures your data accurately reflects timely customer actions. Performance dashboards use pre-set attribution windows by default, but you can adjust them to better measure the impact of different touchpoints on your revenue.

Revenue attribution settings

Attribution settings apply to all available channels by default. You can modify them to suit your needs.

There are 2 options to access the attribution settings:

1. Go to Project settings > Performance dashboards > Revenue attribution.

2. From any Performance dashboard, click the three dots on the right and select Revenue attribution.

In the revenue attribution settings, you can add or remove touchpoints (channels) and modify the attribution window. Changes here only affect performance dashboards.

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Note

Only Project admin and higher roles can change attribution settings.

Revenue attribution examples

Purchase attributed to weblayer

Attribution settings:

• Email clicked
• SMS clicked
• Weblayer clicked — attribution window: 2 hours

If a customer clicks an email, then an SMS, then a weblayer, and makes a purchase within the 2-hour weblayer attribution window, revenue is attributed to the weblayer.

Non-influenced purchase

Attribution settings:

• Email clicked
• SMS clicked
• Weblayer clicked — attribution window: 1 hour

A purchase is non-influenced when the last touchpoint falls outside the attribution window. For example, if a purchase happens 2 hours after a weblayer interaction but the window is set to 1 hour, the purchase is non-influenced.

Purchase attributed to email

Attribution settings:

• Email clicked
• SMS clicked

If a customer's last touchpoint is a weblayer click but weblayer isn't included in the settings, revenue is attributed to the previous valid touchpoint within the attribution window—in this case, email clicked.

Data filter

Use data filters to include or exclude specific campaigns or events for each touchpoint. Each touchpoint is based on a campaign or banner event. You can filter by campaign ID, name, or purpose.

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Note

You can add only event attributes to your filters. Expressions and event segmentations are not supported.

Include specific campaigns

To focus on a specific campaign—for example, a new product launch—include only that campaign's data and filter out noise from other campaigns.

Exclude brand campaigns

If you run brand awareness campaigns that don't directly drive revenue, exclude them to get a clearer picture of which campaigns are actually contributing to sales.

Exclude transactional communication

If you use push notifications for both transactional messages and revenue-driving campaigns, a clicked transactional message could incorrectly attribute a purchase made right after it.

To handle this, name every transactional campaign with the prefix [transactional]. You can then filter out campaign events containing that prefix, so transactional messages don't skew your attribution data.

Data cleaning

Data cleaning excludes unreliable clicks and opens from performance dashboards only. It has no effect on campaign evaluation or any other data in the app—numbers in the email campaign evaluation tab won't change when data cleaning is enabled.

Campaign events may indicate that someone opened an email or clicked a link, but the activity might be caused by an automated bot rather than a real customer. Data cleaning lets you filter these out from the performance dashboards' attribution metrics.

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Important

Data cleaning only filters events already flagged by built-in bot and MPP detection. If no events are flagged for a given campaign, enabling these options won't change the numbers. It's not a replacement for the reliable clicks/opens toggle—it's a scoped filter that applies to performance dashboards only.

Exclude automated interactions (keep only authentic clicks)

Removes bot interactions—automated programs or scripts—from your performance dashboards. Bots can artificially inflate click and engagement data, making it hard to gauge real user activity.

Excluding bot interactions means that only real people's clicks appear in the data. This gives you a clearer understanding of how users engage. Enable automatic bot detection in emails to ensure best functioning.

Exclude Apple Mail Privacy Protection opens

Filters out email opens triggered by Apple's Mail Privacy Protection (MPP). MPP automatically loads email content without the recipient actually opening the email, creating false opens. Enabling this option excludes those automated opens from Performance dashboards' attribution metrics—only real opens from engaged users are counted.