Blueshift provides end-to-end reporting on Campaigns, enabling you to track conversions (purchase and other custom goal events) attributable to a campaign.
To change your attribution settings go to https://app.getblueshift.com/dashboard#/account/other.
You may observe differences in the counts of goal events when comparing holdout reports to campaign detail/ summary reports or Insights reports. For more information, see Holdout Analysis vs Campaign attribution.
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:
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.
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: The following table reflects all Blueshift and non Blueshift activities (Google AdWords, Facebook Ads, etc.) a customer could have engaged in over the last few weeks. In this example, the customer 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.