Tracking revenue is one of the most important activities when measuring the success of your marketing program. Every software and integration has a different method for measuring revenue and how it is attributed to different channels. Learn more about how Listrak manages revenue attribution.

Listrak utilizes a last click attribution method to attribute revenue across the Listrak platform. The attribution method is used across all messaging channels and types within Listrak. This attribution method allows Listrak to identify what message (email, SMS, web push) received the most recent click through and attribute an order to that message.

If you use Listrak to manage multi-channel messaging, this method prevents multiple attributions across messages if a contact clicked through messages in multiple channels.

For example: if a contact received both an email and SMS marketing message and clicked through the SMS message within minutes of receiving the message, but later clicked the email and went on to make a purchase, the revenue would be attributed to the email message.

If a contact also received an automated cart abandonment email after the marketing messages, but did not click through the message, the revenue would still be attributed to the email marketing message.

There are many factors that can impact revenue attribution within Listrak. One major factor that impacts revenue attribution is the presence of Listrak's code on the page a contact lands on after clicking a message. If the page does not contain Listrak's code (e.g. a social media profile) Listrak may not accurately track activity on the site, resulting in conversions being attributed to different messages or no message.

Similarly, if tracking parameters are stripped from a link on click through, the data cannot be associated to a specific contact. Listrak's parameters contain a unique identifier of the message and contact who received that message, which is used to identify the last click as part of the attribution method. Links may be stripped of tracking due to an issue with a space in the URL, a link redirect, security functions on your site, or other reasons.

💡 Learn more about what steps you can take if your messages are not showing revenue.

Listrak's attribution timeframe has a default setting of 730 hours, or 30 days. The attribution timeframe determines how long after a click event a purchase may be attributed to the specific message. If a contact clicks through a link in a message and makes a purchase within the next 30 days, the conversion will be attributed to the message they last clicked, as described above. If a contact makes a purchase , but has never clicked through a message, or has not clicked through a message within the last 30 days, the order will still be recorded in Listrak, but not attributed to a specific message.

Yes, the attribution timeframe can be updated directly on the NextGen Campaigns Dashboard and within the NextGen Revenue Dashboard.

For all other dashboards the attribution timeframe can be updated but it will be the same across all messaging channels, and can be adjusted to between 1-999 hours. Please contact your account manager to make the update.

When a conversion is reported within Listrak it is recorded on the day the order was placed. As a result, when viewing Listrak's conversion reporting, older messages may appear if a contact has re-engaged with this message and made a purchase within your set attribution timeframe.

When changing the attribution timeframe Listrak will not automatically reprocess any historical data that appears in reporting. However, if an update to the order is sent after the timeframe is adjusted, this may lead to a change in conversions reported within Listrak.

For example let's use the the NextGen Campaigns Dashboard where the message sent date range is set to the last 30 days but the (click) attribution window is set to a different time frame to explain what is happening to the data.

Essentially two clocks are running at the same time. The date range setting (April 1st - April 30th) chooses which messages are included; the 14-day attribution window chooses which conversions are allowed to be credited to those emails. So messages can appear in the report even if they can no longer earn additional attributed revenue outside that 14-day window. In summary:

Is that attributed?

What you observe: Older emails in the 30-day list can look like they “underperform” because only their first 14 days of downstream revenue count.

May 20 is 8 days after May 12 > within 14-day window
So revenue is attributed.

What you observe: Newer emails can still be accumulating revenue day-by-day until they age past the 14-day interaction window.