Campaign attribution

Blueshift provides end-to-end reporting on Campaigns, enabling you to track conversions (purchase and other custom goal events) attributable to a campaign.

You can visit this URL to change your attribution settings: https://app.getblueshift.com/dashboard#/account/other

Blueshift currently supports the following attribution models. However, we recommend using Last Click, as it is the most conservative and widely used model.

  • Any View: If a user viewed a Blueshift campaign at any point during the purchase cycle (as defined in attribution days) regardless of other campaigns, it would receive 100% of the credit for the sale
  • Any Click: If a user clicked on a Blueshift campaign at any point during the purchase cycle (as defined in attribution days) regardless of other campaigns, it would receive 100% of the credit for the sale
  • Last Click: If the last touchpoint (click) before a purchase came from a Blueshift campaign, it would receive 100% of the credit for the sale
  • Any Engagement: Our platform attributes a goal event to a campaign based on any engagement activity we observe. This means that:
    • For the email channel, our platform attributes a goal event if it observes an open or a click

    • For the mobile channels (push, SMS and in-app), our platform attributes a goal event if it observes any click. (We don't track opens for mobile channels).

    With the introduction of this attribution model, you have the following attribution models to choose from, when you set up your account:

    • Any view

    • Any click

    • Any engagement

    • Last click

Blueshift's campaign attribution is intended as a helpful tool for marketers by giving visibility into downstream conversions of their retention marketing efforts. It does not consider other marketing programs such as customer acquisition and is not intended as a replacement of your overall attribution analytics tool across all your marketing initiatives.

 

Blueshift's attribution can report campaign performance against 'purchase' events or any other custom goals you may have resulting from Blueshift campaigns only. Any downstream conversion event can be setup as a custom goal, which you can get campaign performance reporting against it. Campaign attribution is built-in and does not need any additional changes on your website or mobile apps other than including Blueshift's Javascript pixel or tag manager, such as Segment.com.

Each time a 'purchase' or a custom goal event occurs, Blueshift's attribution engine looks for a campaign driven open / click action performed by the user (based on the attribution model configured above), within the period of time specified.

The attribution engine sorts all the click actions by time and picks the user's last session as a result of a click that had UTM parameters. If this click originated from a Blueshift initiated campaign, the 'purchase' or custom goal action would get attributed to the campaign and reporting counts updated.

Example:  Below table reflects all Blueshift and non Blueshift activities (Google AdWords, Facebook Ads, etc.) a customer could have engaged in over the last few weeks.    Also, let's assume that the purchase happens on Feb 26 (right after customer lands on your site after a clicking on a Google AdWords link)

  Customer Activity Click Purchase Any click  Last click 
Feb 22 Blueshift Campaign 1 x   No No
Feb 23 Blueshift Campaign 2        
Feb 24 Blueshift Campaign 3 x   Attribute No
Feb 25 Blueshift Campaign 4        
Feb 26 Google Adwords x x   Attribute 
Feb 27 Blueshift Campaign 6        
Feb 28 Blueshift Campaign 7 x      
Mar 1 Facebook Ad x      

 

Any Click  -  We would credit Blueshift Campaign 3 for this purchase.  Even though last click came from Google AdWords, we are only looking at Blueshift clicks. 

Last Click  - We would only credit Google AdWords for this purchase and no Blueshift campaigns.

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