What is the new attribution model all about?
In a nutshell, edrone has revamped its system for attributing sales to previous marketing activities. Why? Because the old approach didn't keep up with today's realities - it focused too much on emails, ignored new channels like WhatsApp and SMS, and didn't distinguish between what really led to a purchase and what only “helped.”
The new model means more precision, more flexibility and a complete picture of the customer journey. Ideal for anyone who wants to make marketing decisions based on facts, not hunches.
What is changing?
1. New channels, new opportunities
SMS and WhatsApp are finally being taken seriously. Their impact on sales is measured in two key moments:
Click - the customer clicked the link in the message (window: 7 days).
Delivery - the message reached the customer (window: 24 hours).
This is especially important because mobile messages have a high success rate, and before... they were off the radar.
2. Tidying up the old rules
There is no longer attribution for coupon usage.
Onsite marketing (e.g., Social Proof or Smart Recommendations) are now supporting activities
3. Interaction timeline
Each customer interaction is arranged chronologically:
what was seen,
what was clicked on,
what was got (email, SMS, WhatsApp),
what was the last click before the purchase,
what had an “assisting” meaning.
What does this mean for you?
Better data = better decisions
With the new model:
You know which channel is selling and which is supporting.
You can optimize campaigns based on real results.
You build real purchase funnels (flows) instead of relying on assumptions.
Can you see that SMS really works? Bet harder on this channel. Ready Flows convert best? Focus on their development.
Transparency for the team and investors
Need to justify marketing expenses? Now you can show specifics: “This channel brought X zlotys of profit, this one supported sales with Y orders.”
Collaboration with modern tools
The new attribution uses:
expanded API for reporting (/orderAttributionTimeline),
a new dashboard (coming soon) showing which channels are converting,
sankey chart and purchase flowi.
Who is it for?
For any online store owner who:
wants to invest wisely in marketing,
doesn't want to burn through the budget,
wants to know what really works.
The new attribution model is not just a technical change - it's a business advantage. It ensures that your decisions are based on real data, not intuition. At a time when every channel costs money and customers are bombarded with messages, precision in attribution can be the difference between success and stagnation.
Attribution Windows:
Channel | Interaction Type | Attribution Window |
Click | 7 days | |
Open | 7 days | |
SMS | Link click | 7 days |
SMS | Delivery | 24 hours |
Link click | 7 days | |
Delivery | 24 hours |