Campaign attribution (Legacy)

  • Updated

Campaign attribution is the practice of evaluating the touchpoints a customer encounters on their path to a conversion to determine which channels and messages had an impact on the customer's decision to convert or take the desired next step. You can make more informed decisions for future campaigns.



Check out the attribution reporting guide if you would like to customize the attribution model, conversion event, or window for more than one campaign at a time.

Default settings

The default model attributes conversions and revenue to the campaign that a customer most recently opened or clicked over the past three days.

 In the example below, the default model does not attribute revenue to this email campaign.

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Customize settings

You can change the conversion event and the attribution window. For example, customer re-engagement on a page may be considered a victory in a win-back campaign. 

Use these steps to change the settings and review the impact of the change:

  1. Go to Campaigns. 
  2. Select the campaign you wish to update and review. 
  3. Locate the campaign touchpoint you wish to review and click on the Eye icon to expand the performance metrics view. Review each metric in more detail here.
  4. Select the desired conversion event and attribution window. The performance metrics will update automatically. 

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Note: Because not all events can have revenue associated with them (like Pageviews), the revenue metric will drop to zero if one of these gets selected. 

Platform differences

You may see differences in campaign performance when comparing or switching between different tools, due to the default attribution model used by each platform. For example, the default approach of each of the tools listed below differs from Optimizely Data Platform (ODP). As a reminder, the default model attributes conversions and revenue to the campaign that a customer most recently opened or clicked over the past three days.

  • Bronto – The standard attribution window is 28 days. Bronto allows the attribution window and conversion event to be customized. The conversion can be either open, click, or both.
  • Klaviyo – The standard attribution window is five days, using last opens or clicks.
  • Listrak – The standard attribution window is 30 days, using last clicks.

When comparing or switching between tools, you should note the model and settings that were previously applied to your campaigns.