There are three types of order attribution in Ometria:
See: Order attribution in Ometria for guidance on viewing and understanding your attribution statistics.
Visit based attribution
Visit based attribution is used for all visit sources - not just Ometria campaigns, e.g. Google search.
What counts as a visit?
A visit is counted and closed when there is a 30 minute timeout since the last activity on the website or since the last time the visitor was active on the site.
So, if the visitor places an order during their visit session:
- AND is identified as a contact in Ometria;
- AND the ‘transaction’ event triggers during checkout in the tracked session;
...then the order is attributed to the visit source that led to it, e.g. an Ometria campaign.
Note: This criteria assumes the user is not browsing in private/incognito mode, and has not disabled their cookies from being tracked.
Identifying visit sources
When a new visit begins, Ometria gets its source information from the URL.
The visit source information from the URL is stored in a cookie for the duration of the visit and even after the visit has ended.
If the visitor next visits through an ‘unknown’ visit source, Ometria attributes any orders to their ‘first visit source’ stored in the cookie.
Note: If the visit source cannot be identified, then the visit is attributed to an ‘unknown’, blank or ‘direct’ source.
Revisits during an active session
If a contact visits your site through one source (e.g. an email campaign) browses and leaves after 10 minutes, then returns via a different source (e.g. a Facebook ad) 10 minutes later, less than 30 minutes has passed between visits, so Ometria will count both visits as one active session.
This means that the second visit (the revisit) will be attributed to the first source (in this example the email campaign).
Revisits outside of an active session
Within the time window
For revisits within your defined window (default two hours), time window based attribution takes priority over visit based attribution.
For example, if a contact receives an Ometria campaign and clicks through to your site without making an order, then returns to your site within your time window via a Facebook ad and does make an order, their order is attributed to the initial Ometria campaign.
Outside the time window
All orders made outside the two hour time window are attributed to their visit source using visit based attribution, if the contact places an order during their visit session.
A ‘direct’ visit is when a contact either:
- enters the address of your store website into their browser,
- clicked a bookmark,
- searched your brand/product name, or;
- another undefinable source - e.g. a redirector stripping out the referrer information.
As a campaign source, ‘direct’ never overrides a known campaign source.
This means that if the contact visits through a campaign or an identified traffic source, but later (at any time) revisits from a direct source and places an order, Ometria will attribute the order to the original campaign source.
Coupon code attribution
Coupon code attribution is used for attributing orders to Ometria campaigns only.
In automation campaigns, you can specify a coupon code or pool when setting up the email send.
When a contact places an order using a coupon code sent to them in an Ometria campaign, the order is attributed to that campaign email.
Once an order is placed we check that:
- The order uses the coupon code sent to a contact
- The contact ID of the order and of the coupon code recipient, match
Coupon code attribution is not linked to the device used to make an order.
Note: Coupon code attribution is not a useful way to report on coupon usage.
Coupon code attribution edge cases
Contact forwards their coupon code to a friend
If the coupon code was used by a friend of the recipient who was not entered in the Ometria campaign flow, their order won’t be attributed to the campaign.
Contact uses the coupon code after 31 days
If a coupon code is used more than 31 days after the campaign was sent, the order will not be attributed to the original campaign.
Coupon code is used after re-targeting
If the contact did not use the coupon code initially, but does after being re-targeted by Facebook ads, the order is attributed to the original campaign.
If the contact uses a coupon code within 31 days of receiving it, the order is attributed to the campaign regardless of the channels used. After 31 days the order will be attributed to either the visit or ‘unknown’.
Coupon code used after contact unsubscribed
If the contact unsubscribes or opts-out and then uses a coupon code, it is attributed to the original campaign - as long as the coupon code was redeemed within 31 days of receiving it.
Subscription status makes no difference to coupon code attribution, Ometria only checks if the coupon was used, and who it was originally sent to.
Time window based attribution
Time window attribution is used for attributing orders to Ometria campaigns only - it is not applicable to other sources.
If a contact clicks through a campaign email and places an order within your defined time window, Ometria assigns the order to the campaign.
Time window attribution is used when:
- orders are not made in the original visit session but in a later revisit
- the order source is missing any tracking parameters
In these cases, the time window model ensures that the order is attributed to the campaign which brought the customer to your site.
This means that for revisits that occur within your defined window, time window attribution takes priority over visit based attribution.
The default time window is two hours, but it can be customised.
Customising your time window
The attribution time window can be customised, with a maximum possible length of two weeks (14 days) and a minimum of two hours.
If you choose to change your attribution window, be aware that the attribution is not retroactively updated - if you had a two hour window one week and a 7 day window the next week, your order attribution for week 1 will always be two hours, and week 2 will always be 7 days, even if you change it again.
Contact your customer success manager for more information.
Attributing purchases across multiple devices
Time window attribution applies across multiple devices.
So, if a contact clicks through an email to your website using their phone, abandons browse and an hour later buys a product via another device (e.g., their PC) that order is attributed to the same campaign the user clicked through on their phone.