There are a few schools of thought when it comes to attributing revenue to marketing efforts.
Revenue Attribution allows you to track how much revenue an individual workflow, campaign, or broadcast has earned. We attribute revenue to email through the last-touch method. When a customer makes a purchase, we check to see if they've opened or clicked through any of your emails. If so, the revenue from the purchase goes to the email they've had the most recent interaction with, even if it's not the most recently sent.
Not all purchases may result in revenue attribution to an email. A customer must make a purchase within five days of their last email touchpoint, otherwise, no revenue is attributed. Email touchpoint is defined as when a customer opens an email or clicks through an email.
Refunded, canceled, or modified orders do not impact revenue attribution.
Enable Revenue Attribution
Revenue attribution is not automatically tracked by default and must be implemented into your account through one of the following integrations:
Once connected to one of the above integrations, attribution begins working in the background. Revenue attribution is forward facing and does not take into consideration retroactive purchase data already in your account.
Broadcasts are a one-time email which generally peaks in revenue attribution within the first seventy-two hours after being sent. It's not uncommon to see a drastic drop in revenue metrics past that peak time frame.
Here's an example scenario of how a broadcast attributes revenue via the last-touch method.
- You send a broadcast email telling customers about a new product you just released.
- A customer opens the broadcast but doesn't make a purchase yet.
- The same customer is also subscribed to one of your campaigns and opens the most recently sent email from that series.
- A few hours later, the customer again opens the broadcast with your new product announcement and clicks a link to check out the item on your store.
- The customer then adds the item to their cart and makes a purchase for $75.00.
Based on the last-touch attribution method, $75.00 attributes to the broadcast email, not the campaign email.
Here's an example scenario of how revenue attributes to a broadcast.
- You send a broadcast email to let your customers know about an upcoming flash sale.
- A customer opens the broadcast and clicks a link to your store. The customer begins to shop and add items to their cart only to abandon it later.
- The customer triggers a cart abandonment workflow and starts receiving reminder emails. Still, the customer does not purchase.
- A few hours later, the customer reopens the flash sale announcement broadcast but still does not purchase.
- Six days later, through no email touchpoint, the customer returns to your store and makes a purchase for $75.00.
Because the customer makes a purchase more than five days past their last email touchpoint, no revenue is attributed.
Campaigns are an ongoing sequence of emails that can maintain customer engagement over a longer period of time. Because of this, a campaign may be capable of maintaining ongoing revenue attribution.
Here's an example scenario of how revenue attributes to a campaign.
- After placing their first order, a customer opens the first email in your Welcome Series campaign.
- The customer also received your monthly newsletter (a broadcast) and opens that email.
- Afterward, the customer receives the second email in the Welcome Series campaign, which includes a discount code.
- They click a link within that email, which takes them to the online store with the discount applied.
- The customer completes a purchase for $25 (after discount).
With the last-touch attribution model, the $25 is attributed to the third email of the Welcome Series campaign. This $25 also rolls up to the Welcome Series campaign’s total attribution.
Revenue attribution works a bit differently in workflows and one-off emails than with a broadcast or campaign. This is because there may be workflows in your account not intended for revenue purposes.
For a workflow to track revenue, it must contain a goal for one of the following events from Shopify or from our Shopper Activity API:
- Order created (Shopify)
- Item order created (Shopify)
- Placed an order (Shopper Activity API)
Here is an example scenario where a workflow will track revenue attribution:
- A cart abandonment workflow is built in order to engage with shoppers after they've abandoned their carts. This workflow contains a goal with Shopify's Order created event.
- A customer then fills their cart with items and begins the checkout process only to abandon their cart moments later.
- The workflow sends a cart abandonment email to the customer after thirty minutes of no purchase being completed.
- A few hours later, the customer opens the email and clicks the link back their cart and completes an order for $100.
In this case, the one-off email would be attributed $100, and that value would roll up to the abandoned cart workflow’s total attribution.
An example scenario of a workflow that does not track revenue:
- A workflow is created to tell a customer their order is shipped. This workflow has no goal to track purchases.
- The customer receives and opens a one-off email from this workflow letting them know their order is shipped.
- Within five days, that customer places another order.
Because the workflow does not contain a relevant event from Shopify or from our Shopper Activity API, there is no revenue attribution.
Campaign Subscriptions Triggered by Workflows
Rather than sending one-off emails, some workflows add a person to a campaign. If a person makes a purchase after seeing a campaign email, both that campaign and the workflow will receive credit for the sale.
Here’s an example:
- A workflow is created to encourage customers who abandoned their cart to purchase. This workflow includes an “Order created” goal, and also adds the person to a campaign. This campaign contains a sequence of three emails, each sent a day apart.
- A customer adds an item to their cart, starts checkout, then abandons.
- The workflow adds them to the campaign, which sends them the first of three emails.
- The customer opens this email.
- A day later, that customer places an order for $100.
The campaign email would be attributed $100, and that same amount would also be added to the workflow’s total revenue.
Drip displays the currency amount that is passed through from Shopify and makes no conversions. For the United States dollar (USD) there is nothing for you to do here. However, if your Shopify store is set to the Euro, for example, you must set Drip to be in the Euro as well. If your Shopify store is in Euro and your Drip account is in USD the amounts will be incorrect.
Want to know more about revenue attribution methods? Take a look at the following outside resources: