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Events that will be attributed to a personalization variant as conversions, good examples for example are Purchase and EmailOptIn events.
Any attribution event is counted as a conversion if the customer has touch points with the personalization in question (via attributable events) within the attribution window.
A single attribution event can be attributed to multiple personalizations.
Unique order id’s will be counted towards conversions in the case of Purchase attributions.
Attributable events
Personalization statistic events to which an attribution event can be linked (currently PersonalizationView, PersonalizationClick and PersonalizationClosed).
Attribution models
Last Interaction
Using this model, an attribution event can only be attributed to one variant, per personalization. The last touchpoint will receive the conversion.
This means only the most recent variant is attributed if a customer sees multiple variants within the same attribution window.
A customer can see multiple variants, if for example using multiple browsers, computers, or after clearing cookies.
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Added conversion value:
Calculated using: [Conversion value variant - variant Visitors * Order value per visitor of the control group]Conversion rate uplift:
This is the uplift compared to the control group.
Calculated using: [(Conversion rate variant - Conversion rate control group) / Conversion rate control group * 100]Average order value uplift:
This is the uplift compared to the control group.
Calculated using: [(Avg. order value variant - Avg. order value control group) / Avg. order value control group * 100]Order value per visitor uplift:
This is the uplift compared to the control group.
Calculated using: [(Order value per visitor variant - Order value per visitor control group) / Order value per visitor control group * 100]Total value uplift:
This is the uplift relative to the total sum of added conversion values of the personalization variants, excluding the control group.
Calculated using: [Added Conversion value variant / Conversion value complete personalization (excluding control group) * 100]
Caveats
Influence of settings on statistics
There are some variant settings that can impact the comparability of some specific statistics between variant statistics.
Using these in an inconsistent way will result in unfair comparisons.
One example is when the variant trigger frequency setting is used. If one variant is shown once every x days, while another is always shown it is possible the variant that is always shown will collect more conversions.
This is due to the attribution window being 'extended' after every interaction.
When this happens it might skew any comparisons between variants because the conversion rate is calculated using unique visitors.Please also keep
Minimum requirements
Keep in mind that personalizations need at least 100 views before statistics will be shown.
The future
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Purchase attributed personalizations
The orderid in purchase events will be used to identify unique conversions. If only empty orderid fields are sent with purchase events it’ll cause all purchase attributed personalizations to show a maximum of 1 conversion. If irregularly sent, it’ll cause the conversions to be irregularly counted as well.
The future
If deemed as a useful feature, we might make a setting available in the future with which the attribution window can be chosen freely (within reasonable limits).
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