You can measure the impact of your campaigns across channels and specific to your business goals through business-specific conversion events with Event Attribution.
You can check the conversions attributed to your campaigns on the Conversion Reporting page.
As a quick summary, here is the onboarding video for Event Attribution:
Event Attribution is the process of matching marketing touchpoints to business-defined events to understand the impact of your marketing campaigns on driving customer actions and outcomes. Event Attribution helps you:
- determine which channels and messages had the greatest impact on the decision to convert or take the desired next step and
- measure the impact of your campaigns and programs across channels and specific to your business goals.
Conversions such as user activation, signing up for a product that is back in stock, playing a video are goals that you drive your customers towards. Event Attribution helps you understand how your conversion goals beside purchases are being met and how your customers are encouraged to take the next important step.
How does it work?
Event Attribution assigns business-specific events to marketing touchpoints (e.g. email clicks) based on the selected Attribution model and Lookback window.
The default settings of Event Attribution include:
- Last touch Attribution model
- 7-day long Lookback window
The model used by Event Attribution:
Single touchpoint attribution: it is a model that connects conversion events (i.e. purchases, add to cart, wishlist, subscribe events, etc.) with engagement events (email clicks, sms clicks, etc.) where a single touchpoint receives the credit for the conversion. The following models are available:
- Last touch - This model attributes 100% of the credit to the last touchpoint made before the conversion.
- First touch - This model attributes 100% of the credit to the first touchpoint before the conversion.
Multi touchpoint attribution: is a model that connects conversion events (i.e. purchases, add to cart, wishlist, subscribe events, etc.) with all engagement events (email clicks, sms clicks, etc.) that occurred during the Lookback window prior to the conversion where conversions are divided across each touchpoint. The following model is available:
- Linear multi touch - This model spreads the value evenly across all channels to help you understand all the touchpoints that occurred during the selected Lookback window. For example, if you sent 10 messages during the Lookback window for a customer who converted on a conversion event, then that conversion event would be evenly spread across each touchpoint. So, in effect, each message would receive an even split of credit or 0.1 credit for converting (i.e. 10% of the conversion event).
It determines how long, after a conversion, a customer interaction can still be attributed. Event Attribution will analyze marketing campaigns that were sent to your customers before they converted based on the selected time period.
Data sources used by Event Attribution
Event Attribution attributes business-defined events to the following actions and touchpoints:
- Email behavior data (opens and clicks)
- Mobile Push data (opens)
- SMS data (sends and clicks)
- In-App data (clicks)
- Web-Push data (clicks)
Conversion event sources
Conversion events are customer actions that you are tracking on your site and would like to measure how your Emarsys marketing campaigns made an impact on those events (e.g.
put something to their cart,
subscribed to your newsletter,
registered back in stock, etc.). These events are not necessarily directly connected to revenue. Conversion events can be created based on the following data sources:
- Smart Insight Purchases
- Web Extend Purchases
- Flexible Sales Data (Plug-in Purchases)
- Mobile Custom Events (Mobile Engage - iOS or Android SDK)
Web Extend tags and
Add to cartconversion event
The Web Extend
Add to cart conversion event is available by default. When creating a new conversion goal, you can only chose from those events, for which Emarsys has already received data. For more information about creating events, please contact your Implementation Consultant.
Event Attribution page
You can see your conversion goals and events on the Analytics > Event Attribution page.
Creating a new conversion goal
Here is what you need to do to create a new conversion goal:
1. Navigate to Analytics > Event Attribution and click Create New Conversion Goal.
You cannot have more than 10 active conversion goals and you cannot create more than 10 goals a day. If you would like to create a new goal, please delete an existing one.
2. Enter the name of your conversion goal.
We recommend describing descriptively what you are driving your customers to achieve.
3. Select your Conversion event.
For more information, see Conversion event sources.
4. Select the required channel and touchpoint by checking the Enable for attribution checkbox.
5. Choose the Attribution model.
6. Specify the Lookback window.
7. When you are ready, click Save.
You can choose from the following conversion event types:
- You can collapse or expand the list of conversion events by clicking the Collapse or Expand icon respectively.
- You can edit or remove a conversion event by clicking the Edit or Delete icon.
Event Attribution will allow you to create an attribution calculation made of a single conversion event so that you can see how you are driving your customers to perform the selected conversion event with your marketing activities.
To add an attribution event, proceed as follows:
1. Select Single Event under Conversion Event, click + Add Rule and select a conversion event.
Event Attribution will allow you to create an attribution calculation made of several conversion events (up to 3) so that you can see how you are driving customers to perform the selected conversion events with your marketing activities. Events are linked by the OR logical relationship.
For example, suppose that you have a webshop and also an app that you offer products for. You set up a goal driving your customers to add an item to their wishlist which can be performed on either the webshop or the app. Event Attribution will look for the marketing activities that have driven the conversion to either of these occurrences. It means that if you have selected 2 events and a contact performs both, then we would attribute both events for that contact and because of this 2 conversions would be potentially attributed depending on your attribution settings (i.e. Attribution model and Lookback window).
To add multiple events linked by the OR operator, proceed as follows:
1. Select Any Event under Conversion Event, click + Add Rule and select a conversion event. You can add further events by clicking + Add Rule.
Currently, you can add a maximum of three events.
Event Attribution will allow you to create an attribution calculation made of a sequence of conversion events (up to 3) so that you can see how you are driving customers to perform the selected conversion events with your marketing activities. Events are linked by a sequential (SEQ) logical relationship which means that they have to happen in the exact same order as you specified. An event can be part of multiple sequences. The engagement event and the time when the last event happened must be within the attribution window, otherwise the sequence will not count as a conversion event.
Sequence comes in handy when you wish to drive your customers to:
- Sign up for an activity (e.g. a challenge) and complete it or
- Sign up for a product (e.g. add the item to their wishlist) and purchase that particular item.
These actions are repeatable, so you can drive your contacts to perform these actions multiple times. Sequence conversion events help you understand what marketing activity drove the conversion: was it a single marketing activity or touchpoint or can the conversion be attributed to other touchpoints?
- Calculations start from the event that occurred last and it goes backwards from there.
- If there are multiple instances of the same event preceding an element of a sequence, then the latest will be used based on the time when it happened.
- If an event in the sequence either did not occur or it cannot be found within the attribution window, then it will not count as a conversion.
To add a sequence of events, proceed as follows:
1. Select Sequence under Conversion Event, click + Add Rule and select a conversion event. You can add further events by clicking + Add Rule.
Currently, you can add a maximum of three events to a sequence.