FAQs: Attentive's attribution model

Attentive’s attribution model helps you measure the impact of your text message and email marketing programs. It works by identifying when a subscriber makes a purchase after engaging with a message you’ve sent through the Attentive platform.

What engagements does Attentive attribute to conversions?

Attentive attributes conversions (typically purchases) to several types of subscriber engagements with your messages: 

• Clicked messages: A subscriber clicks a link in your text message or email and then makes a purchase.
• Delivered text messages: A subscriber receives a text message, doesn’t click a link in the message, and then makes a purchase.
• Opened emails: A subscriber opens an email, doesn’t click a link in the email, then makes a purchase. This applies to email campaigns.
• Coupon/offer code usage: A subscriber uses a unique coupon/offer code provided in a message you sent through the Attentive platform to make a purchase. This can attribute a conversion even if the purchase occurs outside of other defined attribution windows. 

How do attribution windows work?

Attribution windows define the period in which an engagement can be credited for a conversion. Attentive uses rolling time windows, which calculate attribution windows as a relative period from the exact time of a subscriber’s engagement, such as a click or an email open. For example, a 24-hour click attribution window starts from the moment the subscriber clicks a link in a message.

Can I customize attribution windows?

Yes, you can customize your attribution windows. For more about customizing your attribution windows, see Configure your attribution settings.

What are Attentive’s default attribution windows?

The default attribution window settings are as follows for new Attentive customers:

If you’re an existing Attentive customer, you may have different settings based on your implementation or from subsequent updates. Refer to the Attribution page in Attentive to see your current attribution window settings, and reach out to your Attentive CSM or Support (submit a request here) If you have questions on what attribution settings are best for your brand.

Why has my revenue attribution changed? 

As of July 21, 2025, we updated our attribution to follow industry best practices of using a rolling 24-hour window. Previously, attribution was based on UTC calendar days (e.g., "1 day" included the rest of today plus all of tomorrow). Now, "1 day" means the next 24 hours from the event. Due to this shift of a few hours, you may see a slight initial variation in historical attribution values. 

This also means that if your attribution window was previously set to 0 days (counting conversions on the same UTC calendar day that an event occurred), it will now show up as set to 1 day in the UI to capture the same time period (counting conversations within 24 hours of when the event occurred). 

How does Attentive handle multiple message engagements before a conversion?

If a subscriber engages with more than one message before making a purchase, Attentive attributes the conversion to the message that was most recently clicked, as long as that click falls within the configured attribution window. If there are no clicks within the attribution window, the conversion may be attributed to the most recent delivery (for text) or open (for email) that falls within the window.

How does Attentive track cross-device activity?

Attentive is designed to attribute conversions even when a subscriber interacts with your messages on one device (like a mobile phone) and makes a purchase on another (like a desktop computer). This cross-tracking advice is facilitated when:

• A subscriber signs up for your program on a desktop device
• A purchaser enters a phone number at checkout that matches a known subscriber
• A subscriber uses a unique coupon/offer code that was sent to them
• A subscriber clicks a link from a message on a new device, which helps associate that device with their subscriber profile

What does “Other” mean in revenue reporting?

In some revenue analytics dashboards, you may see an “Other” category alongside revenue attributed to specific journeys and campaigns. This “Other” category typically includes revenue from transactional messages and messages you’ve sent via Attentive Concierge.

How can I see Attentive-attributed data in Google Analytics (GA)?

To see Attentive performance data within Google Analytics (GA), we recommend including link tracking parameters in all of your message links. See Add custom link tracking parameters to messages for more information.

Why might Attentive’s data differ from Google Analytics (GA)?

It’s common for click and revenue statistics to differ from those in Google Analytics (GA). This is because each platform uses different frameworks and counting mechanisms. Some key differences include:

• Session definitions: Attentive may count very short browse sessions that GA filters out.
• Cross-browser behavior: GA may not always successfully track a single user session that moves between different browsers (e.g., Safari on a phone to Chrome on a laptop).
• Desktop activity: GA’s standard tracking might not always link mobile engagement to a subsequent desktop purchase in the same way Attentive’s cross-device tracking does.
• Attribution model defaults: GA may use a different default attribution model (e.g., last-click across all channels) than Attentive’s model, which prioritizes engagement with Attentive messages within your configured attribution windows. Additionally, GA only tracks click behavior. It doesn’t track message sends or opens that could influence a purchase decision.

Keeping these methodological differences in mind is important when comparing data between the two platforms.

We attribute revenue to Attentive when a subscriber makes a purchase after engaging with a message you've sent them through our platform. This helps you track the success of your marketing. By default, we count purchases for one day after a subscriber views (receives) a message and 5 days after they click the link in the message. Our attribution model lets us track subscribers' behaviors across multiple browsers and devices.