Emarsys attributes revenue in different ways according to the products you are using.

Note: For revenue attribution to be accurate, the Web Extend user identification and purchase event collection must be implemented without errors.

Contents

Email Campaign Revenue using Web Extend

Web Extend attributes revenue from email campaigns by remembering the campaign which the recipient clicked in to visit the web shop. Any purchase made within the conversion window (seven days by default) of the click is attributed to that campaign. If the user clicks multiple links (e.g. from different campaigns), Web Extend will only attribute the purchase to the last campaign.

Note: The seven-day conversion window is the current default setting. This was extended from 24 hours in July, 2016 to match changes in industry standards. If you would prefer a different time period, please contact Emarsys Support, but be aware that changes to the conversion window will only affect campaigns from that point forward.

Thanks to Web Extend’s Unified Profile technology, revenue attribution is independent of devices. In other words, if a customer clicks a link on a mobile device and later completes the purchase on a desktop device, Web Extend can still attribute that purchase to the original click.

Examples

In a scenario where two campaigns, A and B, are sent, the attribution would work as follows:

Action Result
A contact clicks a link in campaign A, then purchases item 1 and item 2 within seven days. Both items purchased are attributed to campaign A.
A contact clicks a link in campaign A, then clicks a link in campaign B, then purchases item 1 and item 2 within seven days. Both items purchased are attributed to campaign B.
A contact clicks a link in campaign A on a mobile device, then purchases item 1 & item 2 on their desktop computer within seven days. Both items purchased are attributed to campaign A.

Email Campaign Revenue from the Predict Email Recommender

Predict attributes revenue from email recommendations by remembering the link which the recipient clicked to visit the web shop. Any purchase made within seven days of the click is attributed to that click.

These purchases are displayed by email recommender logic type in the Predict Email Recommender page of the Emarsys application.
Predict Email Recommender will display revenue statistics for revenue generated on 1st day of the click and revenue generated in total seven-day period.

Examples

Action Result
A contact clicks item 1 in the email recommender widget, then purchases item 1 & item 2 within seven days. Both items purchased are attributed to the email recommender.
A contact clicks item 1 in the email recommender widget, then purchases item 1 after seven days. No purchases are attributed to the email recommender.

Revenue from the Predict Web Recommender

Predict attributes revenue from web recommender widgets by tracking which links a visitor clicks in a widget during their visit to the website. If the visitor purchases the same item within the same browsing session, the item purchase is attributed to that widget (other items purchased at the same time are not attributed to the widget).

These purchases are displayed by web recommender logic type in the Predict Web Recommender page of the Emarsys application.

Examples

Action Result
A visitor clicks item 1 in a web recommender widget, then purchases item 1 & item 2 within the same browser session. Only the item 1 purchase is attributed to the web recommender.
A visitor clicks item 1 in the HOME web recommender widget, then clicks item 2 in the RELATED web recommender widget, then purchases item 1 & item 2 & item 3 within the same browser session. The item 1 purchase is attributed to the HOME web recommender, the item 2 purchase is attributed to the RELATED web recommender, and the item 3 purchase is not attributed.
A visitor clicks in email campaign A, then clicks item 1 in a web recommender widget, then purchases item 1 & item 2 within the same browser session. The item 1 purchase is attributed to the web recommender, and both the item 1 & item 2 purchases are attributed to email campaign A.
A visitor clicks item 1 in a email recommender widget on mobile, then clicks item 2 in a web recommender widget on mobile, then purchases item 1 & item 2 & item 3 on a desktop computer within seven days. All three items purchased are attributed to the email recommender, but none to the web recommender, since the purchase did not happen in the same browser session.

Contact identification

Contacts are identified by two methods:

  • Identification explicitly reported by the website (via the setEmail or setCustomerId commands).
  • The Web Extend cookie on the contact’s computer.

External links

As attribution only works on pages with the Web Extend collection scripts installed, any link which takes the contact to an external site, e.g. a Facebook page, will not be tracked.