Campaign attribution

In the previous article about campaign analytics, we tried to cover the meaning of multiple metrics in the campaign ecosystem. This article covers on how to improve your campaign attribution and visualize your View through attribution (Indirect) , click through attribution (indirect) & In-session attribution (direct).

  1. Conversion Attribution
  2. Attribution Window

Our clients asked us to enable them to do a Click through Attribution to track their conversion goals for a custom tracking duration.

Conversion Attribution

With conversion tracking, marketer can see which of the running campaigns led to achievement of business goals set as custom conversions. In industry, one breaks up this info by click-through conversions i.e. a customer clicked your push and converted and view-through conversions - a customer saw your push, didn't click it, but converted afterwards. Marketers also track in-session conversions i.e. conversions made within 30 minutes after the notification click.

e.g. Say there are three customers who received your push message from campaign C1. User A clicked on the message and did the conversion event with-in 30 minutes (we are assuming it to be same session) of clicking.User B clicked on the message and did the conversion event 2-3 hours after clicking. User C saw your message, later launched the app directly and made the conversion. When you attribute this conversion to campaign C1, User A is direct attribution while User B & C are indirect attribution.

We allow you to view all the conversion metrics with respect to Impression, Clicks and In-session. A brief about them:

1. View through attribution (Impression based tracking) - Default

The one which you were using hitherto i.e. Number of conversion goals executed by users who received your communication, within the configured attribution window from time of receiving the campaign. This appears as a default filter in your Campaign Performance. e.g. If user received your push message at 7 am and your Attribution window was 12 hours, user's conversion events till 7 pm will be attributed to this campaign via View Through Attribution.

2. Click through attribution (Click based tracking)

Number of conversion goals executed by users who clicked your communication, within the configured attribution window from time of click. e.g. If user received your push message at 7 am, clicks it at 8 am and your Attribution window was 12 hours, user's conversion events till 8 pm will be attributed to this campaign in Click Through Attribution.

3. In-session attribution (In - session Tracking)

Number of conversions goals executed by users, within 30 minutes after clicking your communication. e.g. If user received your push message at 7 am, clicks it at 8 am and your Attribution window was 12 hours, user's conversion events till 8:30 am (with-in 30 minutes of starting the session) will be attributed to this campaign in In-Session Attribution.

You can visualize and analyze the campaign metrics as per any attribution model of your choice. You can choose attribution type from the drop-down menu on the right top corner.

Attribution Window

Attribution Window is the duration, calculated from the time at which user received/clicked the campaign, for which you want to attribute the conversion goals to a specific campaign. 

Say you have sent a campaign C1 at time H hours and campaign C2 at H+12 hours. Say your customer achieved a conversion goal e.g. purchase which is same across the campaigns C1 & C2 at time H+15 hours. In this case, the conversion made by your customer will be attributed both to C1 and C2. 

While creating MoEngage campaigns, any campaign by default has an attribution window of 36 hours. So if you sending more than 1 campaign at a difference lesser than 36 hours, it is hence advisable to set your attribution windows smaller depending on the difference at which you are sending your campaigns i.e. if you are sending campaigns at difference of 12 hours

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