Learn about charles’ revenue attribution model to understand how we attribute revenue within the platform.

<aside> ⚠️ Our 🆕 Revenue Dashboard displays the charles attribution model with the total revenue for campaigns and flows from 16 November 2023 onwards. Campaign-specific revenue is available in Campaigns and flow-specific data is available in Journeys.

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Contents:

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<aside> 📣 Our attribution model relies on the number of contacts stitched between charles and the integrated shop system.

Want some tips on increasing your stitched contacts? See here: Increasing your synced subscribers

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Why is it important?

Revenue attribution helps you identify which message or strategy was most successful. This means you can measure things like Revenue Per Conversation (RPC) to understand the impact of your WhatsApp channel.

How does charles assign revenue attribution?

<aside> 📣 We adhere to the last-touch attribution model.

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This means we attribute revenue based on the last action a contact does before placing an order within a specified attribution window.

Attribution window

The attribution window refers to the specific timeframe which we consider when attributing revenue to a specific campaign or flow. The window is set to 5 days as default. But, we understand that it can vary depending on your industry so we make this configurable via Settings.

<aside> 📣 The timezone of the attribution window is based on the timezone of your account (also configured via Settings).

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To adjust the attribution window, go to Settings → Configurations → Attribution window configuration.

Coupon codes

You can choose to enrich the attribution model with coupon codes. This means that, if the contact isn't stitched, the coupon code added in the campaign will be used to attribute the revenue.The option is toggled on by default. To update the settings go to Settings -> Configurations -> Attribution window configuration.

Tracked events

We can attribute revenue based on these events because they’re linked to either a campaign or Journeys’ flow.

<aside> 📣 Each of the events use the same attribution window.

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How it works

Watch

In our March Product Release webinar, Grace explained how the revenue attribution model worked:

https://www.veed.io/embed/11a24ce9-7a95-429e-92ca-df37ff7ac0e1?watermark=0&color=&sharing=0&title=0

1. The customer places an order

2. We check if the contact is stitched from the shop to charles

   1. If the contact is stitched we check the history of all ‣ within the attribution window
   2. If the contact is not stitched we attribute the revenue based on the coupon code included in the campaign (coupon code attribution isn’t available in Journeys)

   <aside> ⛔ If the contact is not stitched and there’s no coupon code for the campaign, the revenue isn’t attributed

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3. We identify the last event within the attribution window

4. The revenue is then attributed to the flow or campaign where the last event took place

<aside> ⚠️ Important:

• If the contact is stitched days later, we run the attribution process again and the revenue is attributed via this model. It doesn’t add any duplications in our calculations. </aside>

How it works (example)

Let’s look at an example to help us understand it a little more:

Wolfgang receives a campaign for an end-of-year sale (Campaign 1). Interested, he opens the WhatsApp message. 3 days later, he receives another WhatsApp campaign (Campaign 2) telling him it’s his last chance to buy. Wolfgang clicks the CTA button of Campaign 2 and places an order.

Here’s how we attribute the revenue from his purchase (the attribution window is set to 5 days):

1. Wolfgang places an order
2. We check that his contact is stitched from the shop to charles
   1. Good news: it’s stitched 🎉 so we now check the history of all tracked events within the last 5 days
3. We identify the last event was Wolfgang clicking the CTA button of the second campaign 1 day ago
4. We attribute the revenue generated from Wolfgang’s order to Campaign 2

charles revenue attribution in analytics reports

You’ll see our revenue attribution in action in a few different places.

The revenue dashboard will include;

• Total attributed revenue
• Total revenue Journeys
• Total revenue Campaigns
• Revenue per Conversation (RPC)

Definitions

FAQs