How does edrone attribute conversion?
Each platform or provider may define message attribution slightly differently and it is important to be aware of these potential differences.
At edrone, message attribution follows a multi-channel attribution model. This means that we give emails, Social Proof widgets and Marketing Machine frames their own message attribution windows and attribute a customer event (e.g. a placed order) to only one interaction in one of these windows, depending on the customer path.
Attribution method for email
edrone will attribute revenue from the email channel to email opens and clicks within a time window of 30 days, (i.e. attribution of an order to email will occur if an email open or click occurred before the order max 30 days).
An order can be assigned to edrone after a user opens an email, even if it was not followed by a direct click.
This is possible due to the inclusion of a hidden tracking pixel in the message and our cookie-based session linking mechanism. Remember that users often open the email, copy the discount code from it and then navigate to your shop from their browser.
Here's an example of how edrone attributes orders from email:
Day 1
You send an email to a subscriber and they open it.
Day 30
The subscriber comes back and buys the product.
The revenue will be attributed to the email because it falls within the 30-day attribution window. However, if the customer made a purchase on Day 31 after opening the email, this would not be attributed to the original email.
Attribution method for Marketing Machine frames
edrone will assign revenue from the frame within a time window of 7 days, (i.e., the assignment of the order to the frame will occur if the click of any frame item occurred max 7 days before the order).
The customer can click on the frame button, e.g. see more, on the frame arrow (left/right), on the category button, e.g. I'm not interested in this, product in the frame. Attribution from the frame applies only to the identified user, i.e. the customer must have edrone "cookie".
Here, if the customer browsed the page where the frame was displayed, but there was no interaction with it (clicks on any of its elements), the purchase will not be attributed to the frame.
Attribution method for Social Proof widgets
edrone will attribute the revenue from the Socal Proof widget within a time window of 1 day, (i.e. attribution of the order to the widget will occur if the display or click occurred up to 1 day before the order)
What if our user is extremely active, open emails, clicks on frames, and display social proof widget to them?
edrone assigns revenue to a specific user according to the order of contact with the functionalities, order:
email
Marketing Machine frame
Social Proof widget
To make it easier for you to understand this, take a look at the following examples:
A user is on the site, he was interested in the products in the Marketing Machine frame and clicked them and added them to the cart, after 2 days he got a message from the abandoned cart scenario, which he opened. In this case, edrone will assign the order to the abandoned cart scenario, because emails are more important in our opinion.
The user is on the website, he was interested in the products in the Marketing Machine box and clicked them, and edrone displayed him a Social Proof widget, the customer made an order the same day. In this case, edrone will assign the order to the Marketing Machine frame
The user is on the site, edrone display a Social Proof and he makes a purchase the same day. Edrone will assign the order to the Social Proof widget.
Need more help?
If you have any further questions about the edrone attribution, please do not hesitate to contact us at hello@edrone.me