Attribution – how we assign click sources to orders
In ECDP, attribution means assigning an order to the last-click source that led a customer to your site before their purchase, all within a set time frame. This source can be an email, SMS, web push notification, or a product recommendation
How we attribute orders in ECDP#
ECDP uses the last-click model. According to this rule, 100% of the order value is ssigned to the last channel that directed the customer to your website.
For example:
A customer first clicks a search engine ad, then visits from a social media platform, and finally clicks a link in an email and buys a product. The order will be attributed to the email channel because it was the last source before the purchase.
The last-click model helps you understand what prompted customers to make their final decision and complete a purchase.
Order status in attribution#
All orders are included in attribution, regardless of their status.
However, order status is important for reports – it determines whether a specific order is counted as revenue. Attribution itself doesn’t affect the final revenue total; it simply shows which marketing activities helped lead to an order being placed.
Attribution time window#
The attribution window is the period during which we can link a click to an order. If you set the window for 30 days, an order will be linked to the last click only if it happened within 30 days before the purchase.
Default time windows:
- For email, SMS, and web push – 5 days.
- For recommendations – 7 days.
Additionally, for emails, SMS, and web push, you can enable attribution for orders placed in the same session – regardless of how much time has passed since the click.
You can set the attribution time window in Settings > General > Attribution.
