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Beta — Attribution models and configurable attribution settings are currently in beta. Behaviour and available options may still change, and numbers may be refined as the feature matures.

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Before you begin

This page explains the attribution methodology behind the Conversions dashboard and Data Exploration. Configure the settings described here from Analytics Settings. Attribution configuration in Analytics Settings: dataset, attribution source, model, method, and per-interaction-type conversion channels Attribution answers a single question: given a conversion, how much of its value should be credited to each Reelevant content interaction that preceded it.

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Influenced revenue versus direct revenue

Reelevant reports influenced revenue rather than attributed revenue. The distinction is intentional: a conversion typically involves several marketing efforts, so Reelevant quantifies its contribution instead of claiming the entire sale. Exposing both measures lets you quantify assist value: the gap between influenced and direct revenue is the contribution of interactions earlier than the final one.
Conversions without any qualifying Reelevant interaction are excluded. A conversion is only credited when at least one interaction falls inside its lookback window, so direct and unattributed purchases never inflate influenced revenue.

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Attribution models

The attribution model determines how a conversion’s value is distributed across its qualifying interactions. The model is a single global setting per configuration. Last touch is the default so that a configuration left unchanged reproduces classic last-click reporting, including when results are grouped by dimension.

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Worked example

A customer records three qualifying interactions before a conversion worth 100. Under Time decay the denominator is 1 + 2 + 3 = 6, so the interactions receive 1/6, 2/6, and 3/6. For every model, the credits for a conversion sum to the full conversion value, and the fractional conversion count sums to 1.

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Lookback windows per interaction type

An interaction earns credit only when it falls inside its lookback window — the interval before the conversion during which the interaction remains eligible. Reelevant resolves the window per interaction type, so click and view-through interactions can be credited within the same conversion using different windows. The window is evaluated independently for each interaction, based on its type. A single conversion can therefore include a click from 20 days earlier and exclude a display view from 10 days earlier, when the click window is 30 days and the display window is 7 days.
The attribution model is global, but lookback windows are per interaction type. This lets a shorter window discount weaker display signals without changing how credit is distributed once interactions qualify.

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Data sources

Attribution can be computed from two datasets. Both support click and view-through interactions, and both expose the same models and measures. The interaction type for each record is resolved dynamically from the underlying event data, so the same configuration behaves consistently across both datasets.

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Per-source configuration for customer purchases

With the customer-purchases dataset you can define several purchase sources, each with its own set of interaction types and lookback windows. Each source is matched against the transaction source recorded on the purchase, so a store purchase and a web purchase can qualify interactions under different windows. A purchase whose transaction source has no matching Channel key is excluded from attribution. Configure Any other source (*) to claim every source without its own channel. Web tracking always uses one fixed web channel.

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Attribution method

Default credits any qualifying interaction from the customer. Same reference ID requires the purchased product’s reference ID to match a product shown in the Content; product IDs are carried by the Output Node’s Datasource metadata. For a product-recommendation Workflow, use Same reference ID when only purchases of recommended products should receive credit.

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Purchase time precision

This setting applies only to customer-purchases data. Date and time requires the interaction to precede the purchase timestamp. Date only treats the purchase as a day: interactions through its end can qualify, while the lookback window still counts back from midnight. Use Date only when purchase records have no time of day and every purchase is timestamped at midnight. Keep Date and time for real timestamps; Date only could credit a click after a morning purchase. Web tracking always uses Date and time.

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UTM-based attribution

Web tracking additionally supports UTM-based attribution, which distributes a conversion across the UTM-tagged interactions that preceded it rather than across Reelevant content interactions. It is available only with web tracking, because it relies on the UTM tags Reelevant parses from tracked landing-page URLs. Each distinct UTM combination in the lookback window is one interaction and earns a share under the selected model. This attributes a conversion across all marketing sources present in the path — paid search, display networks, email, and so on — not only Reelevant. For channel-level reporting, retain Source and Medium. Add Campaign when campaign-level comparison is required.
UTM-based attribution measures every marketing source in the path, which is broader than Reelevant-influenced revenue. Use it when you want a cross-source view; use the Reelevant interaction datasets when you want to isolate Reelevant’s contribution.

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Email UTM classification

The API-only Reporting field emailUtmMediums defines case-insensitive utm_medium values counted by Navigation’s email UTM measures. If unset, the default is email. Set it with PUT /statistics/analytics/settings/reporting, using the API base URL; ACCESS_TOKEN is a bearer token obtained as described in the API authentication guide. Replace the example cost and active-window values with your current values, and keep every lifecycle threshold you need in the lifecycle object.
PUT replaces the entire Reporting definition. Read the current settings with GET at this same URL first, then send all three fields. Omitting monthlyCost or lifecycle clears their current values.
For a brand that tags newsletters as newsletter and CRM messages as crm, configure both values:

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Generic conversion funnels

Attribution is not restricted to purchases. A funnel is an ordered list of stages, where each stage matches one or more event names and the last stage is treated as the conversion. For example, a funnel of signup_start then signup_complete credits signup_complete as the conversion while keeping the earlier stage available for analysis. This supports non-commerce goals — onboarding, lead capture, subscription — with the same models and windows.
Event and stage names are validated when you save your configuration. Names containing quotes, backslashes, or control characters are rejected, because stage names are used to match events in the underlying dataset.

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Auditing the credit

Influenced revenue is fully decomposable: each conversion’s value is split into per-interaction credits that sum back to the original value. Use Data Exploration to break influenced revenue down by dimension and reconcile it against your own reporting.

Analytics Settings

Configure the model, lookback windows, and data source.

Measures and Dimensions

Reference for the measures used across dashboards and queries.