The new attribution model makes it possible to precisely identify which marketing activities actually drive sales and which ones support the purchasing process. See how conversion attribution works in this system.
What does conversion attribution mean?
In edrone, a conversion is a sale attributed to the last effective contact in a campaign – the one that directly influenced the purchase.
For example: if a customer clicks a link in an SMS campaign and buys the product within a few days, the conversion is attributed to that SMS campaign.
Supporting activities
In addition to conversions, edrone also shows supporting activities – all earlier contacts with your brand that didn't directly cause the purchase but may have helped the customer decide. All onsite elements (e.g., pop-ups or recommendations) are classified in edrone as supporting activities – they help in the buying process but don’t directly attribute conversions.
Example: a marketing email opened or clicked a few days earlier that built interest.
How does edrone's attribution model work?
The new system is based on a chronological timeline of customer interactions. For each order, edrone records:
✅ all touchpoints with your communication (email, SMS, WhatsApp)
✅ which interaction attributed the conversion (the last effective contact)
✅ which were supporting interactions
Which channels are measured?
edrone attributes conversions based on interactions in these channels:
Channel | Interaction Type | Conversion Window |
Click | up to 7 days | |
Open | up to 7 days | |
SMS | Delivery | up to 24h |
SMS | Click | up to 7 days |
Delivery | up to 24h | |
Read (opened) | up to 24h | |
Click | up to 7 days |
If a customer takes action in a campaign and buys within this window, the conversion is attributed to that interaction.
How does attribution look in practice?
The customer opened an email.
Then clicked a link in an SMS.
Made a purchase within 7 days.
✅ The conversion is attributed to the SMS (last effective click).
✅ The email appears as a supporting activity – it helped but didn't directly sell.
What counts as edrone revenue?
An order counts as edrone revenue when it's attributed to an edrone message (email, SMS or WhatsApp) inside the windows above. edrone splits this revenue into two types:
Click revenue – the customer clicked the message before placing the order.
Supported revenue – the message was opened (email), delivered (SMS, WhatsApp) or read (WhatsApp), but not clicked.
The message attribution is recorded right when the order comes in.
Onsite elements (Social Proof, Smart Recommendations, AI Recommendation Frames and AI Sales Agent) are always support only. They never change which message gets the order. An onsite element shows as support when:
Social Proof or Smart Recommendations were seen or clicked within 1 day before the order,
AI Recommendation Frames were seen or clicked within 30 days before the order,
AI Sales Agent recommended products, or the customer clicked them or added them to the cart.
⚠️ Important: onsite support is calculated overnight, so it can still change for about 3 days after the order. Check your Black Friday numbers again a few days later.
Where to check it in the panel
Go to Reports > Revenue. “Revenue generated through edrone” shows the revenue attributed to edrone. “Revenue Breakdown” splits it by Automations/Newsletters and by channel (Email, SMS, WhatsApp), and “Revenue by Attribution Time” shows it by attribution time.
Go to Reports > Orders and click Details next to an order. “Attribution” shows the channel and message type that got the order. In “Order history”, the “Before purchase” part lists each message with Opened/Not opened and Clicked/Not clicked.
Why edrone and Google Analytics show different numbers
Google Analytics credits sessions and clicks tagged with UTM parameters. edrone also counts email opens and SMS/WhatsApp deliveries and reads inside the windows above. That's why the two tools never match 1:1 – they measure different things.
Checking your Black Friday results with AI (MCP)
Use the MCP Connector: reference of engagement type, channel and attribution IDs to understand the IDs the AI gets back (channels, message types and attribution reasons).
Use the MCP Connector prompt ideas to get ready-made questions you can ask about your results.
📌 Tip: paste the ID tables into the chat first, so the AI reads the attribution data correctly.
Need more help?
If you have any further questions about the edrone attribution, please do not hesitate to contact us at hello@edrone.me