When a shopper abandons and later makes a purchase, Markopolo automatically determines whether that purchase should be credited to one of your recovery campaigns — and if so, which channel gets the credit. This article explains how that works.
What counts as a recovered purchase
A purchase is attributed to a recovery campaign when Markopolo finds a record of that shopper being contacted by one of your active campaigns within the past 30 days.
Attribution does not require the shopper to have clicked a link or visited your store directly from the message. As long as they were contacted by a campaign within the 30-day window and then made a purchase, the purchase is eligible to be counted as recovered.
For Voice AI calls specifically: A call only counts toward attribution if the shopper answered and the conversation lasted at least 60 seconds. A call that was answered and immediately ended does not qualify.
Which channel gets credit
When a shopper was contacted across multiple channels before purchasing — for example, an email on Day 1, an SMS on Day 5, and a Voice AI call on Day 8 — only one channel receives credit for the purchase.
Markopolo uses a last-touch model within the originating campaign: the most recent channel interaction before the purchase gets 100% of the credit. Other channels in the same sequence receive zero credit for that purchase.
This means if Voice AI was the last touchpoint before a purchase, Voice AI gets full credit — even if email or SMS were also sent earlier in the sequence.
Attribution window
The attribution window is 30 days, applied consistently across all channels. If no campaign contact record exists for the shopper within 30 days of the purchase, the purchase is not attributed to any campaign and does not appear in your recovered revenue figures.
How recovered revenue is calculated
When a purchase is attributed, Markopolo records the order value from the purchase event sent by your store. This value is added to the cumulative recovered revenue figure for that campaign and channel.
Important: Markopolo uses the order value your store sends with the purchase event. If your store integration is not passing the order value correctly, the purchase will still be counted as a recovered order — but it will show $0 recovered revenue.
To verify your store is passing order value correctly, check the raw event payload in Marktag → Analytics → Recent Events and confirm the value field is populated on your Purchase events.
Where to find attribution data
Recovered revenue is visible at the campaign level in Analytics → Revenue attribution/ Conversions
Total recovered revenue
Revenue and purchase count broken down by channel (email, SMS, Voice AI, push)
Individual attributed purchases in the Leads tab
What attribution does not cover
Organic purchases — if a shopper purchases without having been contacted by any active campaign in the past 30 days, the purchase is organic and does not appear in campaign attribution
Multi-channel credit splitting — attribution goes to one channel only; there is no partial credit distribution across channels
Attribution window customization — the 30-day window is fixed and applies to all campaigns equally
If your recovered revenue looks lower than expected
A few things to check:
Purchase events not passing order value Confirm your MarkTag Purchase event includes the
valuefield. See [How to verify MarkTag is tracking correctly].Shopper contacted outside the 30-day window If the shopper was last contacted more than 30 days before their purchase, the purchase will not be attributed regardless of campaign activity.
Voice AI calls under 60 seconds Short calls — including those where the shopper picks up and immediately hangs up — do not qualify for attribution. Check your call transcripts in the Content view to see call durations.
No campaign contact record found If MarkTag couldn't match the purchasing shopper to a campaign contact (for example, if they used a different email address or device), the purchase will be logged but not attributed to any campaign.
Note: Attribution data updates in near real-time as purchases are processed. If you've just launched a campaign, allow 24–48 hours before drawing conclusions from early attribution figures.