Applies to: Admins, Managers, Users
What is Attribution?
Attribution in Endear is how the system gives credit to your messaging efforts when customers make purchases. It determines which messages influenced a sale and who should receive credit for that customer conversion.
Attribution with Endear
Endear attributes sales based on customer interactions with messages. These attribution rules are configurable by admins and vary by brand. Below are examples from the attribution settings:
Attribution in Endear is influenced by the last time...
A message was sent to a customer
A customer opened a message
A customer clicked on a link in a message
A customer replied to a message
The screenshot below shows the various attribution settings available in Endear.
Note: A brand's attribution rules can only be viewed and edited by the admin.
How Attribution Works
Attribution tracking helps determine which messages contributed to customer purchases. Endear's system considers two main factors when assigning credit for sales:
1. Type of customer engagement:
When a customer interacts with your message, Endear evaluates the engagement based on importance, listed below in order:
Replied to a message (highest priority)
Clicked a link in a message
Opened a message
Received a message
Note: If a customer engages in multiple ways, only the highest-priority action is used for attribution.
2. Time between highest engagement and purchase:
Endear measures the days between when a customer engages with your message and when they make a purchase. If this time period falls within your organization's attribution window, you receive credit for the sale.
Example Scenarios
The following scenarios illustrate how attribution works in practice:
Scenario 1
Rachel receives your email on Monday, opens it on Tuesday, and replies with a question on Wednesday. She then makes a purchase on Friday.
Customer engagement: Reply (Wednesday) - because replies have higher priority than opens
Time calculation: 2 days between reply and purchase
Attribution result: If your organization's attribution window is 7 days, you would get credit for this sale.
Scenario 2
Chandler receives your text on January 1st and opens it the same day. He makes a purchase on January 20th.
Customer engagement: Open (January 1st) - this was the only engagement action
Time calculation: 19 days between opening and purchase
Attribution result: If your organization's attribution window is 14 days, you would NOT get credit for this sale because too much time passed between engagement and purchase.
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