Order attribution in Ometria

See also: Ometria attribution logic explained

In ecommerce marketing, attribution is the process by which revenue from an order is attributed to the marketing action(s) which led to the sale occurring.

A contact might interact with lots of channels before making an order in your online store, e.g. organic search, email, social media advertising, referrals etc.

See also:

• View automation attribution
• View broadcast attribution
• Attribution in the orders report
• Check for last click attribution

Troubleshooting:

• Do third party providers affect order attribution?
• Discrepancies between Google Analytics and Ometria in reported campaign revenue and orders
• When Ometria might report lower campaign revenue than Google Analytics
• When Ometria might report higher campaign revenue than Google Analytics

How Ometria attributes orders

Attribution in Ometria begins by checking the last click, i.e. the last place a contact clicked (like a link in an email) before arriving at your site and placing an order.

If the last click was not from an Ometria campaign, we’ll check to see if they used a coupon code from an Ometria campaign, and if there was no coupon, then we’ll check if the contact clicked on an Ometria campaign within your specified time window.

The attribution priority is as follows:

1. Visit: When a contact places an order while visiting your site, having clicked on a link in an Ometria campaign.
2. Coupon code: When a contact places an order using a coupon code sent via an Ometria campaign within 31 days of the coupon being assigned. 
3. Time window: When a contact places an order after clicking through an Ometria campaign within your defined time window (default seven days for retailers who joined Ometria after September 2024).
4. When they visited your website from any other route.