What is email conversion and revenue attribution?
Email conversion and revenue attribution shows you which email campaign gets credit when a recipient interacts with an email and later makes an eligible purchase. ZipLeads uses an attribution window to link qualifying email interactions with later orders. It then shows the conversion and revenue data in Email Statistics.
By default, ZipLeads uses a 5-day attribution window. You can customise this to suit your reporting needs.
Note: Attributed revenue is not the same as ROI. Revenue attribution measures the revenue credited to a campaign. ROI also needs cost or spend information.
How email attribution works
ZipLeads uses qualifying email interactions and your attribution window to decide which campaign gets credit for an eligible purchase. If a contact interacts with more than one eligible campaign, the most recent qualifying campaign within the attribution window gets the credit.
For example:
A contact opens Campaign A.
The contact later clicks Campaign B.
The contact makes an eligible purchase within the attribution window.
Campaign B gets the credit because it was the most recent qualifying email interaction.
If the purchase happens outside your attribution window, it isn't attributed to the campaign.
Email conversion metrics
Conversion statistics help you see the purchases and revenue attributed to an email campaign. The metrics show both overall revenue performance and record-level conversion details.
Metric | Meaning |
Orders/Conversions | Number of purchases or conversions attributed to the campaign |
Revenue | Total revenue attributed to the campaign |
RPR (Revenue per Recipient) | Average revenue generated per email recipient |
Conversion/Order Rate | Rate at which recipients generated attributed conversions |
Average Order Value | Average value of attributed orders |
How to view email conversion metrics
Campaign Statistics shows the conversion and revenue information for a single email campaign. Use it when you want to see how a specific campaign contributed to eligible purchases.
Go to Marketing > Emails > Campaigns.
Find the email campaign you want to review.
Open the three-dot menu and select Statistics.
Click Load More Statistics.
Review the conversion and revenue metrics.
Use the Ordered tab to see contacts whose eligible purchases were attributed to the campaign.
Note: Eligible orders that appear in ZipLeads Payments can be counted for attribution, including Shopify orders.
Configure email attribution
Attribution settings control how long a qualifying email interaction can get credit for a purchase, and which campaigns are eligible. Adjust these settings to match how you want to measure email-driven revenue.
Attribution window
ZipLeads uses a 5-day attribution window by default. You can customise this period in your email attribution settings.
A longer window lets purchases made further from the email interaction get credit. A shorter window only credits purchases made closer to the interaction.
Attribution scope
ZipLeads gives you these attribution scope options:
All Campaigns: Allows attribution across eligible email campaigns.
Product Element Specific: Limits attribution to relevant product-focused campaigns.
Choose the option that matches how you want email purchases attributed in your reporting.
Frequently Asked Questions
Q: What happens if a contact interacts with more than one email campaign?
The most recent qualifying campaign they opened or clicked within the attribution window gets credit for the eligible purchase.
Q: What happens if the purchase happens outside the attribution window?
The purchase isn't attributed to that email campaign.
Q: Are Shopify orders included in email attribution?
Yes. Eligible orders that appear in Payments can be counted for attribution, including Shopify orders.
Q: What's the difference between All Campaigns and Product Element Specific?
All Campaigns allows attribution across eligible campaigns. Product Element Specific limits attribution to relevant product-focused email campaigns.
Q: Is attributed revenue the same as ROI?
No. Attributed revenue shows the revenue credited to a campaign under ZipLeads' attribution rules. ROI also needs cost or spend information.