Attribution links an order to the email that led to it, so you can see which emails bring in sales. It covers orders from a connected Shopify store and orders your own systems send in through the API.
How an order is credited
When an order comes in, SplashSend looks back at every email that person had from you, including Cruise and drip emails. With the settings every account starts with, an email gets the credit if the person:
- clicked a link in it in the 5 days before ordering, or
- opened it in the day before ordering, without clicking.
If more than one email qualifies, the one they clicked most recently gets the credit. If they didn't click any, it goes to the one they opened most recently. An order is credited to one email at most.
For example, Ava Thompson clicks your Thursday newsletter and buys a vase on Saturday. A Cruise email reached her on Friday, but she didn't open it. The order is credited to the Thursday newsletter.
An order can only be credited once it's matched to one of your people, by their Shopify customer record or the email address on the order.
Clicks made by link-checking software, which opens every link as an email arrives, don't count, and nor do clicks on View in browser. An email that bounced or couldn't be sent never gets the credit. If an order is later refunded, voided or cancelled, it comes off the email's revenue.
Changing the rules
The settings are on the Shopify card, on Shopify's page in Apps, and appear once your store is connected.
- Attribution window: how far back to look for the email that earned an order, from 1 day to 30 days. It's counted back from the order to the click or open.
- Only count engaged people: on to start with. Turn it off to credit the most recent email the person was sent within the window, whether or not they opened or clicked it.
- How long an open counts: shown while Only count engaged people is on. Choose how recent an open must be, or Don't count opens.
Opens are less reliable than clicks. Some email apps load every picture as soon as an email arrives, which records an open even if nobody read it. If you'd rather count clicks only, choose Don't count opens.
When you change a setting, all your past orders are worked out again under the new rules, and a message says how many are now credited to email.
Where you'll see it
- Calendar: Revenue in the summary at the top, with the revenue per email.
- Send: the revenue on each sent campaign.
- Cruise emails: the Full insights page for each one.
- Drips: the Report view of each drip.
- Reports: the Sales dashboard, split by the kind of email that earned it.
- People: each person's orders, with Email beside the ones an email led to.