Overview
After you launch your offerings, you need to analyze their performance to understand how well they meet your goals. Conversions are key metrics that show the impact of your offerings and whether you have achieved your marketing objectives.
Conversion attribution helps you understand how a user completed a conversion goal. It shows if the user viewed your offering, clicked a link or notification, and then completed the goal. For example, if your offering's conversion goal is an Add to Cart event, attribution helps you see when and how the user added a product to their cart.
Attribution Window
The Attribution Window is the set duration for which MoEngage tracks a conversion goal for users. This tracking starts from when they receive or click a communication from an Offering. For more information, see Attribution Window for Campaigns and Flows.
Last Interaction Model
The Last Interaction Model is a conversion attribution model that considers a user's most recent and deepest interaction. It attributes the conversion to the offering with the most significant and recent engagement.
Consider a scenario where a user receives an Offering and completes the conversion goal within the configured Attribution Window:
- If the user does not click the Offering and then completes the conversion goal, it is a view-through conversion.
- If the user clicks the Offering and then completes the conversion goal, it is a click-through conversion.
Interactions are ranked by depth as follows: Clicks > Views. The latest interaction refers to the offering with which the user interacted most recently.
The Last Interaction Model attributes conversions based on these types:
| Attribution Type | Description |
|---|---|
| Total conversions | The sum of all conversions, including click-based conversions. |
| Click-through conversion | The number of conversion goals completed by users who clicked the Offering within the configured Attribution Window from the time of click. |
How the Last Interaction Model Works
The Last Interaction Model attributes conversions based on a priority order:
- Deepest interaction
- Latest interaction
This means that if there is a deeper interaction, it receives attribution regardless of how recent other interactions were. For example, a click event takes precedence over a view event. Consider the following scenario:
Offerings - O1 and O2 - are active and have the same conversion goal. The same user receives both offerings. Both O1 and O2 have a 2-day Attribution Window. John is the user who:
- Clicks O1 on Day 1 at 2 PM.
- Views O2 on Day 2 at 10 AM.
- Adds a product to his cart (the conversion goal for both O1 and O2) on Day 2 at 10 PM.
In this case, the conversion is attributed to the offering (O1). This is because O1 had the deepest interaction (a click), even though offering O2 had the latest interaction (a view).
Event Priorities for Conversions
MoEngage assigns the following priorities to events that lead to conversions:
- Offering clicks: A click event receives the highest priority because the user shows clear intent and takes action by clicking the communication. If a user clicks an Offering and then achieves the conversion goal, that event receives the highest priority.
- Offering views (or impressions): A view event is ranked below a click event because the user is aware of the offering by seeing it.
Conversion Attribution Examples for Last Interaction Model
These examples show how conversion attribution works for individual offerings using the Last Interaction Model.
Example 1: A customer purchases a product after receiving and acting upon a few offerings from various channels.
Consider a Push offering notifying the customer about an upcoming lightning deal, an Email offering nudging the user to explore deals and offers on the website, and an In-app offering displaying a banner for ongoing deals and offers. All three offerings have the conversion goal of a product purchase and the same Attribution Window of 36 hours.
John is a user who:
- View Offering O1 on Day 1 at 4 PM.
- Clicks Offering O2 on Day 2 at 2 PM.
- Views Offering O3 on Day 2 at 10 PM.
- Purchases a pair of sneakers on Day 2 at 11 PM.
John's deepest interaction is with the offering O2 because he clicked it. The priority for attribution is O2 (Click) > O3 (View) > O2 (View). Since the offering O2 has the deepest interaction, the conversion is attributed to it.
Example 2: A customer subscribes to a newsletter after receiving two offerings.
Consider an offering, O1, notifying the customer to subscribe for updates about the latest products and offers, and another offering, O2, encouraging the user to explore deals by getting regular updates. Both offerings have a conversion goal of customer subscription and an Attribution Window of 24 hours.
John is a user who:
- Views O1 on Day 1 at 10 AM.
- Views O2 on Day 1 at 4 PM.
- Subscribes to receive updates from the brand in the app on Day 2 at 8 AM.
The interaction depth is the same for both offerings (both are views). In this case, MoEngage uses the latest interaction for conversion attribution. John's latest interaction was with the offering O2, so the conversion is attributed to it.
Example 3: A customer books a flight ticket on a web page after receiving a Push offering on their Android mobile device.
Consider an offering for Android customers, notifying them about flight deals. The offering's conversion goal is a flight ticket purchase, and the Attribution Window is 24 hours.
John is a user who:
- Views the Offering on his Android mobile device on Day 1 at 8 AM.
- Purchases a flight ticket from a webpage he was redirected to from the app on Day 1 at 10 PM.
This example highlights cross-platform attribution. A user receives communication from an offering on one platform (Android) but completes the conversion goal (within the Attribution Window) on another platform (webpage). If the purchase event is sent from the web platform to MoEngage, and no web offering is running with the same conversion goal, the conversion is attributed to the Android offering because it was the last interaction leading to the conversion.
Example 4: Conversion Attribution when a user falls into a Control Group for two offerings.
Consider two offerings - both of which send information about flight cancellations. The conversion goal for both offerings is defined as users viewing the train info webpage. Both offerings have a 5% Control Group. The Attribution Window for both offerings is 36 hours.
John is a user who falls into the Control Group for both offerings. Since he is part of the Control Group, he does not receive either offering. If John then views the train cancellation information, he is considered to have been converted. In such a case, the offering that ran most recently receives the attribution.
Revenue Tracking
Revenue Tracking is an optional feature associated with the primary conversion goal of an offering. For information about enabling revenue tracking, refer to Revenue Tracking.
If Revenue Tracking is enabled during offering creation, revenue metrics are tracked and displayed on the Offering Analytics page. The following revenue metrics are available:
- Total Revenue: The sum of the total order value across all conversion events attributed to the offering.
- Average Order Value: Calculated as Total Offering Revenue divided by the Number of Conversions.
- Average Revenue Per User: Calculated as Total Revenue divided by the Number of Unique Conversions.
Revenue metrics are tracked for all attribution types. To view the respective revenue metrics, you can change the attribution type using the filter in the top-right corner of the Offering Analytics page.
- In the Last Interaction Model, only one offering receives attribution (the offering with the deepest and latest interaction). Therefore, the revenue is attributed only to that single offering.