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Attribution model for goal tracking

This article explains how Wisepops attributes conversions to your campaigns

Updated over a week ago

Overview

This article explains how Wisepops attributes conversions to your campaigns. You'll learn:

  • How attribution tracking works

  • When conversions are credited to campaigns

  • How multiple campaign interactions are handled

  • Special rules for product recommendation campaigns

Prerequisites: Before reading this article, ensure you've created goals and assigned them to campaigns.

How Attribution Works

The Basics

When a visitor clicks on your campaign, Wisepops tracks whether they convert within your specified attribution window.

Key points:

  • Only tracked clicks count toward attribution

  • Closing the popup (X button) doesn't count as an interaction

  • Untracked links/CTAs don't trigger attribution

  • Simply viewing a campaign doesn't attribute conversions (unless you've implemented custom display attribution)

Attribution Window

You control how long after a click Wisepops tracks conversions:

  • Time-based: Track conversions for X days after the click (default: 5 days)

  • Session-based: Track conversions only during the same browser session

Configure this setting in your goal configuration.


Attribution Examples

Single Campaign Scenario

Setup: One campaign promoting a sale, tracking checkout conversions with a 5-day attribution window

Example: Elena clicks your campaign CTA on July 3rd at 2:00 PM

Conversion Time

Attribution Result

July 3-8, before 2:00 PM

✓ Attributed to campaign

July 8, after 2:00 PM

✗ Not attributed

Before July 3, 2:00 PM

✗ Not attributed

Multiple Campaign Interactions

When visitors interact with multiple campaigns, the last-clicked campaign receives attribution.

Example scenarios:

  1. Same goal, multiple campaigns:

    • Visitor clicks Campaign A, then Campaign B

    • Visitor converts within attribution window

    • Result: Conversion attributed to Campaign B (last clicked)

  2. Different goals:

    • Campaign A tracks checkout goals

    • Campaign B tracks newsletter signups

    • Visitor clicks A, then B, then completes checkout

    • Result: Checkout attributed to Campaign A (B isn't competing for checkout conversions)

  3. No goal assigned:

    • Campaign A tracks checkout goals

    • Campaign B has no goals assigned

    • Visitor clicks A, then B, then completes checkout

    • Result: Checkout attributed to Campaign A


Product Recommendation Campaigns

Product recommendation campaigns (Wishlist, Best Sellers, Cross-sell, Upsell) use stricter attribution rules.

Standard Attribution Rules Apply, Plus:

Conversions are only attributed if the customer purchases products they specifically clicked within the recommendation campaign.

Example:

  • Visitor clicks on Product A in your Wishlist campaign

  • They complete an order containing:

    • ✓ Product A → Order attributed to Wishlist campaign

    • ✗ Only Product B → Order NOT attributed to Wishlist campaign

Attribution Priority

Product recommendation campaigns take priority over other campaign types:

  • If a visitor clicks a product recommendation campaign first, then another campaign type

  • The product recommendation campaign maintains attribution (if its stricter rules are met)


Technical Implementation

For Developers: Custom Display Attribution

By default, Wisepops only attributes conversions to clicked campaigns. To implement display-based attribution:

  1. Add custom tracking script to your campaign

  2. Fire attribution events on campaign display

  3. Configure attribution logic in your goal settings

Contact support for implementation guidance.


Frequently Asked Questions

Q: Do all popup interactions count toward attribution?

A: No. Only clicks on tracked CTAs/links trigger attribution. Closing the popup or clicking untracked elements won't attribute conversions.

Q: Can I change the attribution window after launching a campaign?

A: Yes, but changes only affect future interactions. Past conversions retain their original attribution logic.

Q: How do I verify attribution is working correctly?

A: Use the Campaign Analytics dashboard to see attributed conversions. Test with known customer journeys to validate tracking.


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