Analytics Settings

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Overview

The Analytics Settings page lets you configure attribution, personalisation exposure, custom tags and branch categories for your company. Use tags and categories to qualify Branches and segment Analytics. Access it from the Settings link in the Analytics sidebar navigation.

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Attribution

Attribution shows how much revenue your Reelevant Workflows helped generate. Choose the settings that match your purchase data and reporting goals.

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Dataset and attribution source

Start with Dataset, then choose an Attribution source. UTM parameters are available only with Web tracking because customer purchase records have no URL.

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Attribution model

The model decides how credit is shared between qualifying interactions before a purchase.

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Attribution method

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Purchase time precision

This setting appears only with Customer purchases.

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Conversion channels

Conversion channels are available with Reelevant interactions. Each channel has a Channel key and Interactions, with an interaction type and Lookback window (hours). Web tracking uses one fixed web channel. With Customer purchases, each Channel key matches the purchase’s transaction source. Purchases without a matching key are excluded unless Any other source (*) is configured; it claims every source without its own channel.

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UTM configuration

When UTM parameters is selected, choose the UTM grain and lookback window.

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Conversion funnel

The optional funnel contains ordered Step name and Events entries. Its last step is the conversion.

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Configuring attribution

1. Open Analytics > Settings, then select the General tab.
2. Choose a Dataset and Attribution source.
3. Choose your Attribution model and Attribution method.
4. Configure conversion channels, UTM settings, or a conversion funnel when available.
5. For Customer purchases, choose Purchase time precision.
6. Click Save changes.

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Customer lifecycle

Customer lifecycle settings define purchase thresholds and the periods used to classify customers. Leave a field empty to use its default. Stages include Prospect, One-time buyer, Repeater, Loyal, At risk, and Churned.

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Reporting

TCO (total cost of ownership) is the monthly Reelevant platform cost. Analytics prorates it over the selected period for cost and ROI measures.

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Automatic reports

Use the Automatic reports tab to configure recurring period reports. See the Reports guide and the advanced guide.

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Personalisation exposure

These two thresholds decide which customers count as personalised in the Customer Impact dashboard. That dashboard and Adoption are both in beta and enabled on request, so you may not see them yet. Customers above zero but below these thresholds count as neither personalised nor non-personalised. They stay out of the comparison.

1. Navigate to Analytics > Settings.
2. Scroll to Personalization exposure on the General tab.
3. Set the two thresholds, or leave them empty to keep the defaults.
4. Click Save changes.

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Comparison reliability

This threshold decides when the Customer Impact dashboard shows an Uplift figure, and when it leaves it empty. Both sides need that many customers: the personalised ones and the comparable non-personalised ones. Below it, the dashboard shows the customer counts but no figure. An average over a handful of customers moves with a single basket. So an empty figure means “we cannot answer this”, not “no effect”.

1. Navigate to Analytics > Settings.
2. Scroll to Comparison reliability on the General tab.
3. Set the threshold, or leave it empty to keep the default.
4. Click Save changes.

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Tags

Tags give each Branch controlled labels that your team can use consistently across Workflows and Analytics. Each tag contains a tag key (the label to organise) and a list of values. For example, Campaign objective can contain Acquisition and Retention. Only custom tags appear in this tab. Reelevant-managed tags are not editable.

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Understand cardinality

Cardinality controls how many values from one tag key can be assigned to the same Branch. It does not limit how many values you create. Most downstream means closest to the Output Node. Imagine one Workflow qualifies Campaign objective: Acquisition before a second Logic Node. A later qualification on the same final Branch assigns Campaign objective: Retention. Analytics uses Retention because it is closer to the Output Node. With Multiple cardinality, both values remain attached to the final Branch.

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Create a tag key

1. Navigate to Analytics > Settings.
2. Select Tags.
3. Click Add tag.
4. Enter a unique Name.
5. Add an optional Description to help teammates use the tag correctly.
6. Choose Single or Multiple under Cardinality.
7. Click Create tag key.

Tag key names must be unique. The platform ignores capitalisation and leading or trailing spaces when checking names.

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Add values

1. Find the tag key.
2. Click the plus icon beside Values.
3. Enter a unique value name and an optional description.
4. Click Add value.

Value names must be unique within their tag key. You can expand Values to review every available choice. The platform also ignores capitalisation and leading or trailing spaces when checking value names.

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Edit or delete tags

Use the pencil icon to change a tag key, its description, or its cardinality. Expand Values, then use each value’s action icons to edit or delete it.

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Use tags in Workflows and Analytics

Created tags become available when you qualify a Branch. Users select controlled values but cannot create new ones there. In Analytics, use tag keys and values to filter results or compare performance across your qualification choices.

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Branch categories

Branch categories are a hierarchical tree of categories used to qualify Branches across all your Workflows. They give your team a shared vocabulary and power Analytics filtering by category. Open the Branch categories tab in Analytics Settings to manage them alongside your tags.

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Viewing the category tree

The tab displays your category tree as an interactive, expandable hierarchy. Each category shows:

• Name — The category label.
• Level — Its depth in the tree.
• Children — Sub-categories nested underneath.

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Creating a category

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Editing a category

Click on an existing category in the tree to open the edit drawer. You can update the name or move it under a different parent.

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Deleting a category

1. Select the category in the tree.
2. Click the Delete button.
3. Confirm the deletion in the confirmation modal.

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Best practices

• Design for analytics — Structure your category tree around the dimensions you want to analyse (e.g., by strategy type, by content category, by audience segment).
• Keep it flat enough — A deep tree is harder to navigate. Aim for 2-3 levels at most.
• Name clearly — Use descriptive names that any team member can understand without context.

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What’s Next?