Conversion Attribution (Last-Touch Attribution)

Conversion Attribution is a powerful feature in Maropost Marketing Cloud that allows you to measure the impact of your email campaigns on actual purchases. It helps you understand which campaigns are driving revenue, enabling you to calculate the true ROI of your marketing efforts.

By identifying your most effective campaigns, you can optimize your strategy and focus your resources on what works best.

Maropost uses the "Last-Touch Attribution" model. This model gives 100% of the credit for a conversion to the very last touchpoint a customer interacted with before making a purchase.

Setting Up Conversion Attribution

Here’s how to set up conversion attribution in your Maropost account:

To access this feature, go to the navigation panel and click on Settings.
Choose Conversion Attribution under the Connections category.
On the conversion attribution page, toggle on the Enable Last-Touch Attribution switch.
Choose the event that will trigger the attribution. You can choose between:

Campaigns that were most recently opened only: Attribute the conversion to the most recently opened email.

Campaigns that were most recently clicked only: Attribute the conversion to the most recently clicked email.

Campaigns that were either most recently opened or clicked: Attributes the conversion to the most recent interaction, whether an open or a click.
Additionally, for each option, select whether you want to include the opens/clicks recorded from the data center.

Additionally, for each option, select whether you wish to include the opens/clicks recorded from the data center. Note:Selecting "The campaign most recently clicked is preferred" attributes the order to whichever campaign the contact clicked most recently, regardless of whether a different campaign was opened more recently. If no campaigns were clicked at all, the order is instead attributed to the most recently opened campaign.
You can choose to include all orders or only include or exclude orders with specific statuses. They are as follows:

Any order status: All orders, irrespective of their status, are considered for calculation.

Include only orders with status: The orders with statuses that you select here are considered for calculation.

Exclude all orders with status: All orders, excluding the ones with statuses that you select here, are considered for calculation.
It's a good practice to enable the "Exclude unsubscribers and spam complaints" toggle to exclude events from users who have unsubscribed or marked your email as spam.
In the Attribution Window, set a time frame (between 1 and 30 days) prior to the order date during which email campaigns will be considered for attribution. The default is 7 days.
If you want to apply the new settings to past orders (last 30 days), enable the Refresh previous attributions toggle. This is useful for historical backfilling or recalculating attributions after changing settings. Click on Save to update the changes made.

How does "Conversion Attribution" work?

Once enabled, the process is straightforward:

When a new order is synced to your Maropost account, the system checks its status.
It then looks at all the emails delivered to that contact within the attribution window you defined.
Based on your settings (opened, clicked, or either), it finds the most recent relevant email interaction.
The conversion is then attributed to that specific email campaign.

Best Practices

We recommend the following practices that offer a better understanding of your campaign’s overall effectiveness in yielding a potential sale:

Start with a broader window: If you are unsure, start with a longer attribution window (e.g., 30 days) and then shorten it as you gather more data and better understand your customers' buying cycles.
"Clicked" is often a stronger signal: While "opened" is good, "clicked" usually indicates a higher level of engagement and intent. Consider prioritizing clicks in your attribution model.
Regularly review your settings: As your business and customer behavior evolve, so should your attribution strategy. Revisit your settings periodically to ensure they still align with your goals.

By leveraging conversion attribution, you can gain valuable insights into your email marketing performance and make data-driven decisions to grow your business.