Purchase value can be attributed to one or more of the following channels:
Triggered messages
An email or SMS sent through Fresh Relevance.
Email or off-site content
Fresh Relevance content placed in an email sent from a third-party system, or accessed through external campaign codes, AdSense traffic, or organic search. This is sometimes referred to as traffic source.
The value is attributed to both the SmartBlock (content) and the Slot (the container the content is placed in).
Website or on-site content
A piece of Fresh Relevance content that is placed on your website or in your app.
The value is attributed both to the SmartBlock (content) and the Slot (the container the content is placed in).
Reporting on purchase value attribution shows each relevant metric as a separate value.
Do not add these metrics together, as it’s possible for multiple channels to be attributed the full value of a single purchase.
Attribution models
You can choose between attribution models depending on your view of attribution. There’s no single best solution to attribution, it’s an individual choice based on how your organization operates.
The available models are:
Default
Triggered Emails | Email or Off-site content | Website or On-site content |
The full purchase value is attributed to the last triggered email sent within the set time period. | The full purchase value is attributed to the last piece of email or off-site content clicked within the set time period.
If no click is found, it is not attributed. | The full purchase value is attributed to the last piece of website or on-site content clicked, within the set time period.
If no click is found, it is not attributed. |
Last click
Triggered Emails | Email or Off-site content | Website or On-site content |
The full purchase value is attributed to a triggered email if a piece of content in a triggered email was clicked within the set time period.
If there were multiple clicks, it’s allocated to the most recent triggered email.
If no click is found, it is not attributed. | The full purchase value is attributed to the last piece of email or off-site content clicked within the set time period.
If no click is found, it is not attributed. | The full purchase value is attributed to the last piece of website or on-site content clicked, within the set time period.
If no click is found, it is not attributed. |
Last click (Product only)
Triggered Emails | Email or Off-site content | Website or On-site content |
Same as Last Click | Same as Last Click, except if the content clicked was a product recommendation SmartBlock, then only the value of that product is attributed. | Same as Last Click, except if the content clicked was a product recommendation SmartBlock, then only the value of that product is attributed. |
Default (Product only)
Triggered Emails | Email or Off-site content | Website or On-site content |
Same as Default | Same as Default, except if the content clicked was a product recommendation SmartBlock, then only the value of that product is attributed. | Same as Default, except if the content clicked was a product recommendation SmartBlock, then only the value of that product is attributed. |
The last click model works in a similar way to Google Analytics. Based on comparisons we have made using hold-out tests, this model tends to under-value triggered emails.
The default model takes a more inclusive view of purchases that may have been generated by triggered messages, but can include natural recoveries, where shoppers return regardless of the triggered email.
By default, natural recoveries that occur from a trigger that is not yet live, for example, being sent to a blackholed or catch all email address, are not included in attribution.
This can be changed from the User menu. Go to Settings > Triggers and Messaging integrations > Trigger Settings and select the Blackholed Sends Are Recorded check-box, then select SAVE.
Change your attribution model
To check your current attribution model and time period:
Go to Reports > Performance.
Scroll to the Information box at the bottom of the page.
To change your attribution model, contact support.
Changes apply from the point they are made. Previous purchases are not affected.
Change the time period used for attribution
Expand the User menu and go to Settings > Triggers and Messaging integrations.
Select Trigger Settings.
Enter the desired value in minutes in the Remarketing Attribution Interval field.
Select SAVE.