When a customer makes a purchase from your site, there is a defined set of rules (known as the attribution model) that determines which of your marketing actions along your conversion path receive "credit" for the sale.
There are many different types of attribution models out there, and each reporting platform uses their own. It's for this reason that when comparing multiple reporting platforms, you're more than likely to see differences in data.
There is no universal attribution model that all reporting platforms must follow, so it's important to have a good understanding of which attribution models the platforms you're using are utilizing for their reporting.
Springbot Uses the Last Click Attribution Model
As mentioned, each reporting platform is able to use their chosen attribution model, and in Springbot's case we utilize what is called Last Click Attribution. This means that we assign "credit" to the last trackable item a shopper clicked on before making their purchase.
Here's an example of a shopper's experience who came in contact with a few different marketing touch points before completing their purchase:
In this example, Springbot would give "credit" of the sale to the Abandoned Cart Triggered Email, since this is the last tracked item that the shopper clicked on before making their purchase. (aka Last Click Attribution)
In contrast, a platform using First Click Attribution would assign credit to the Email Newsletter the customer received in the beginning of the flow, since this was the first thing they clicked on.
In your Facebook Ads reporting, Facebook might also count the sale based on the ad impression (or shopper simply "seeing" your ad). This is more commonly known as a View Through Conversion (meaning your ad was seen) and is different from a Click Through Conversion (where your ad had been clicked on).
The Secret is in the Click
For Springbot, the click is the defining action that allows us to credit attribution to a specific marketing action. In the above example, if the customer had opened but did not click on the Abandoned Cart Triggered Email, we would give "credit" to the Email Newsletter that the shopper received in the beginning of the flow, since they did click on that email.
The Importance of Tracking Actions Properly in Springbot
For Springbot to show you the most information possible on how all your various marketing actions are performing, you'll need to make sure all your marketing actions are being tracked through Springbot.
If you post to Facebook directly instead of using Springbot's Social Hub, we won't be able to report on any clicks or revenue.
The Bottom Line
Make sure all of your marketing actions are being tracked properly through Springbot so we're able to track their performance and attribute revenue to them!
Frequently Asked Questions
Why am I still seeing revenue attributed to an Email Campaign I sent a long time ago?
Springbot's tracking cookie is able to "live" on a shoppers web browser for an infinite amount of time, unless they clear out their browser cache and cookies. This sometimes means that revenue will be attributed to a much older marketing action.
Example - a customer received one of your Email Newsletters several months ago, and they opened and clicked on the email, but never bought. Since then, they haven't clicked on any other marketing action of yours that Springbot is tracking. They finally come back to the site later and make a purchase. In this case, Springbot would attribute the revenue to the Email Newsletter since this is the last action we can see that they clicked on before making their recent purchase. (If the customer had cleared their browser cache and cookies since that click, but hadn't clicked on any other Springbot tracked marketing actions, we would still show the revenue in your dashboard but would not be able to attribute the revenue to a particular marketing action since the click action was missing).
I used a Promo Code in my Automated Email. I can see in Springbot that the code has generated revenue, but I'm not seeing that sale attributed to my Automated Email. Why?
This comes down to the magic of the click. In this instance, it's likely that your customer received the Automated Email and opened it where they saw the code.
They did not click on the email, but instead went to your site on their own and completed their purchase using the promo code. Since they did not click on the email, we can't directly attribute revenue to it, but since we know they found the code from the Automated Email, you can still know that the Automated Email assisted in the conversion / sale.
Im seeing a bunch of revenue from a sale I told my shoppers about via email, but not much is being attributed in the Email Campaigns reporting? Why is that?
Our email revenue tracking is purely based on "last click attribution" - so even if the only way you are getting the sale out there, your subscribers have to open the email and click the body of the email, then place an order on that same device for us to "attribute" it.
There are also limitations in tracking opens + clicks based on security and device settings. If they do not allow cookie tracking or use incognito mode, we won't be able to track that for example.
If you look at the body of the email you sent- there needs to be a "call to action" - like "Click here to access sale" to tell the shopper to click to your website. Also, take a look at your click through rate. Typically an eCommerce store aims for a 3-4% click through rate.
We recommend taking a look at a website like reallygoodemails.com for ideas on layouts of email campaigns to get an understanding on how to increase click through rates, and then you will most likely see an increase in attributed revenue.