Attribution

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Overview

Attribution explains how much revenue your Reelevant workflows helped generate. It links each purchase back to the content interactions that led to it. A customer often sees or clicks Reelevant content several times before buying. Attribution shares the credit across those interactions, so you can see the real contribution of your personalisation.

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Reelevant-influenced revenue

Reelevant reports influenced revenue — the revenue Reelevant helped generate, not a claim to own every sale. This wording is deliberate. A purchase usually involves several marketing efforts, so Reelevant credits its share of the outcome rather than the whole sale.

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Attribution models

An attribution model decides how credit is shared between the interactions that led to a purchase. You choose one model in Analytics Settings.

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Worked example

Imagine a customer interacts with Reelevant content three times, then buys for 100.

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The lookback window

The lookback window is the time before a purchase during which an interaction can earn credit. An interaction that happened outside this window is not credited. You can set a different window for each interaction type: A display view is a weaker signal than a click, so it uses a shorter default window. You can change either window to match how your customers behave.

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Where the data comes from

Reelevant can measure attribution from two sources. You pick the one that fits your setup in Analytics Settings. With Customer purchases, you can set different interaction types and lookback windows per purchase source (matched against the transaction source in your data). Purchases whose source is not configured use your default settings.

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UTM-based attribution

When you use Web tracking, you can attribute conversions across the UTM tags in your landing-page links instead of Reelevant interactions. Each distinct UTM combination before the purchase becomes an interaction and earns a share, using the same models above. This spreads credit across every marketing effort in the customer’s path — for example email, paid search, and social. You choose which UTM tags define an interaction. By default Reelevant groups by utm_source and utm_medium.

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Beyond purchases

Attribution is not limited to online shopping. You can define your own stages — for example signup_start then signup_complete — and Reelevant credits the last stage as the conversion. This lets you measure any goal that matters to you, not only sales.

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What’s Next?