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What is Attribution?

In marketing, attribution refers to identifying and assigning credit to the various touchpoints a customer interacts with before making a purchase. It can help you understand which marketing efforts are driving conversions and generating revenue.

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How does Attribution work with Email + Text?

Privy attributes an order if a contact engages (opens or clicks) with a marketing message and completes the order within 7 days. There are a few more points to keep in mind:
  • Last Touch Attribution: Orders are attributed to the last message a contact engaged with. For example, if a subscriber opens a Campaign email and later opens an Abandoned Cart Automation email before purchasing, the order is attributed to the Abandoned Cart Automation.
  • Multi-Channel Attribution: Privy evaluates each channel’s attribution window separately when using multiple message channels (SMS or email). This determines if either channel should receive revenue attribution at the time of purchase.
  • Conversion Window: The conversion window for both email and SMS is 7 days, starting from the moment of engagement.
  • Contact-based Attribution: Privy uses a contact’s email address and phone number to attribute an order back to a contact. 

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How does Attribution work for Displays?

An order is counted when someone signs up for your Privy display and then completes a purchase through your store using the same email address or phone number at any point in the future. Privy counts an order regardless of whether or not the customer used a discount code. This attribution model helps merchants understand which displays ultimately lead to orders. 

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FAQs

Here are some answers to common questions we hear when it comes to attribution:

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Matching Privy Attribution to other platforms

Attributed revenue and orders in Privy might not match other reports due to differences in attribution models. For example:
  • Different Attribution Windows: Other platforms may use different time frames for attribution.
  • Touch-based vs. Click-based Attribution: Some tools or e-commerce platforms may use narrower attribution models, such as only providing attribution credit to the last click. 
  • Multi-Touch vs. Last-Touch Attribution: Some systems credit the last touchpoint, while others may distribute credit across multiple touchpoints.
  • Data Processing Delays: Timing differences in data updates and synchronization can cause discrepancies.
Attributed revenue in Privy should be considered a proxy or indicator of the effectiveness of your email and SMS marketing efforts. While our attribution model aims to provide a clear picture of which marketing activities are driving conversions, it is not the complete source of truth. For a comprehensive understanding of your marketing performance, it’s important to consider attributed revenue alongside other metrics and data sources.

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Additional Support

If you have further questions about Privy’s attribution model, or the attribution you see in your account, please contact our Support Team for assistance.