Our Communication Attribution Report can help you pinpoint the exact marketing efforts that lead to a conversion, empowering you to decide whether your marketing strategies are having the intended impact. In order to use them, Clutch will need to have your transactional data.
First, navigate to the Communications tab. Then find the Reporting section, and select the Attribution tab under that.
This section will allow data to be filtered by items such as time, segment, and message, attribution type, and SKU tag.
1. Selected Period: This represents the dates in which communication was sent.
2. Communication Channel: This will allow data to be shown by Email, Mobile, or both. This will affect the Conversions, Averages, and Revenue graphs under Performance Over Time.
3. Attribution Type: This will allow data to be filtered by Cross Channel or Single Channel if applicable.
- Cross Channel transactions will be attributed to the most recent communication.
- Single Channel transactions will be attributed to the most recent communication of the selected Communication Channel.
4. Attribution Period: This is how long after sending a communication you would like to attribute the sale to. The value for the attribution period which will be measured by Days or Weeks, and can be customized. This includes sales completed by communications sent during the selected period. For example, if the selected period is March 1 – March 3, and the attribution period is 7 days, the attribution period will be up to 7 days beyond March 3.
For a segment to appear in this dropdown, the ‘dashboard’ settings in segmentation must be set to ‘ON’. You can consult the article on how to do this here.
5. Show By: This will allow data to be shown by Date, Day of Week, or Hour of Day.
6. Schedule Type: This will allow messages to be filtered by type, such as All Messages, Scheduled Messages, and Triggered Messages. To learn about the differences between Scheduled and Triggered messages, consult the article here.
7. Customer Segment: All segments are accounted for in this dashboard. To filter your reporting to one segment, select that segment from this dropdown.
NOTE:
8. Message: This will allow data to be filtered by one or more specific messages.
9. SKU Tags: This will allow data to be filtered by one or more SKU tags. Being able to use this filter is dependent on Clutch receiving SKU files. You can learn more about SKU tags here.
10. Communication Tags: Allows messages to be filtered by any communication tags they may have. These tags will have been manually added to your communications by you or other users. You can learn more about them here.
11. Refresh: This will allow the filters you have set to be applied.
1. This section will show you how your messages are performing.
- TOTAL REVENUE: Total of all checkouts
- AVERAGE ORDER VALUE: Total Revenue/Total Checkouts
- AVERAGE SPEND PER CUSTOMER: Total Revenue/Total Conversions
- REVENUE PER COMMUNICATION: Total Revenue/Total Sends
- TOTAL SENDS: Total communications sent
- ELIGIBLE MESSAGES: Messages eligible for conversion (Opens for Emails, Deliveries for Mobile, Sends for Direct Mail)
- CONVERSIONS: Customers with at least one checkout
- CONVERSION RATE: Total Conversions/Eligible Messages
2. (Optional) If desired, you can select to have all dashboard data at full screen by hiding the Filter section.
This section defaults to compare the previous period to the current period. You can also compare the same period last year to the current period.
1. All: This displays a summary of all email data compared against the selected period.
- TOTAL REVENUE: Total of all checkouts
- AVERAGE ORDER VALUE: Total Revenue/Total Checkouts
- AVERAGE SPEND PER CUSTOMER: Total Revenue/Total Conversions
- REVENUE PER COMMUNICATION: Total Revenue/Total Sends
- TOTAL SENDS: Total communications sent
- ELIGIBLE MESSAGES: Messages eligible for conversion (Opens for Emails, Deliveries for Mobile, Sends for Direct Mail)
- UNIQUE CONVERSIONS: The number of unique customers with at least one checkout
- CONVERSIONS: Customers with at least one checkout
- CONVERSION RATE: Total Conversions/Eligible Messages
NOTE:
Values trending positive will appear in green.
Values trending downward will appear in red.
Values holding steady will appear in grey.
2 & 3. Conversions: This section will allow you to compare current and previous conversions and purchases. You have the ability to toggle between items. You can select what you would like to view by clicking on the keys below the graph (3).
4 & 5. Averages: This section will allow you to compare current and previous Average Order Value and Spend per Customer. You have the ability to toggle between items. You can select what you would like to view by clicking on the keys below the graph (5).
6 & 7 Revenue: This section will allow you to compare current and previous Revenue. You have the ability to toggle between items. You can select what you would like to view by clicking on the keys below the graph (7).
1 & 2. This section will showcase your top-performing emails by Response Rate and Revenue per Communication. You can select the button in the top right corner to export this data as an Excel or CSV file.
