FAQs: Attentive's attribution model

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 30 days after they click the link in the message. Our attribution model lets us track subscribers' behaviors across multiple browsers and devices.

Use this guide to better understand the frequently asked questions about our attribution model.

What types of conversions does Attentive support?

Attentive supports three types of attributed conversions:

  • Click: A subscriber completed a purchase within the specified click time period. By default, this is 30 days; however, you can customize the time period.
  • View: A subscriber completed a purchase within the specified view time period. By default, this is one day; however, you can customize the time period.
  • Coupon: A subscriber used a unique discount code to complete a purchase outside the specified time period.

How does Attentive time attribution?

We use the term “day” to refer to the UTC day. If your company has a one-day click window, we attribute all purchases made until 00:00 UTC (midnight) of the following day. However, if your company has a zero-day click window, we attribute all purchases made until 00:00 UTC on the day that they clicked the message.

Can I customize the Attentive attribution window?

Our support team can help you with the following customizations:

  • View-through: Adjust the period of time during which Attentive attributes a purchase after a subscriber receives a message. By default, this is set to one day.
  • Click-through: Adjust the period of time during which Attentive attributes a purchase after a subscriber clicks a message. By default, this is set to 30 days.

If you want to update the default values, contact your Attentive Client Strategy Manager.

How does Attentive capture desktop browsing and purchases?

Attentive can capture your subscribers' desktop activities (including browsing and purchases) in the following circumstances:

  • A subscriber signs up for the program on desktop. Attentive can identify this subscriber across their mobile and desktop devices.
  • A purchaser inputs a subscriber’s phone number. Attentive attributes a purchase if we can match it to a subscriber’s phone number and the subscriber falls within one of the attribution windows.
  • A purchaser inputs a subscriber’s discount code. Attentive attributes a purchase using a unique discount code to the subscriber who received that code.
  • A subscriber clicks a link from a new device (e.g., from iMessage on their MacBook). Attentive associates that device with the subscriber and tracks future activities.

Because it takes time for these events to happen, the revenue attribution for desktop purchases improves over time.

What if a purchase falls within multiple attribution windows?

If a subscriber makes a purchase within the attribution window for more than one message, Attentive attributes the purchase to the interaction that came last.

For example, if a subscriber views message A in the morning, clicks message B in the afternoon, and makes a purchase later in the day, the conversion is attributed to message B because it's the most recent interaction within a valid window.

What does "Other" define in the Revenue analytics dashboard?

Alongside journeys and campaigns, "Other" refers to transactional and Concierge purchases.

How can I see Attentive revenue within Google Analytics?

We recommend including UTMs in all of your Attentive message links if you're interested in seeing Attentive metrics within Google Analytics.

When you create a message, Attentive’s link shortener pulls in a pre-arranged utm_source and utm_medium by default. To update these values, go to Settings > Google Analytics.

Why do Attentive’s click and revenue statistics differ from those of Google Analytics?

Google Analytics (GA) operates under the framework of a single session, which causes the numbers to differ due to the counting mechanisms. Some notable differences include the following:

  • Quick browse sessions are counted by Attentive but not always by GA. If Attentive logs a browse session and GA doesn't, this will likely alter the associated statistics.
  • GA doesn't always capture cross-browser behavior. This includes a user initiating a checkout session from their iPhone on Safari and completing it on their laptop with Google Chrome.
  • GA doesn't count desktop browsing. This refers to a subscriber initiating a session from their phone and completing it on their desktop.
  • GA may use last-click attribution. This differs because Attentive doesn't use last-click attribution.

We don't recommend changing Attentive’s attribution window because we believe our defaults provide the most holistic data. However, if you want Attentive’s revenue figures to match most closely with GA, reach out to our CS team to request a zero-day click window and to exclude view-through purchases.

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