In this Justuno support article, we will cover Justuno's attribution methods, windows, how to customize them, and how to compare influenced metrics within the various analytics dashboards.
At A Glance
Introduction to influenced metrics
List of influenced metrics & attributable events
Customizing the attribution model
Comparing Influenced Metrics to Other Data
Introduction to Influenced Metrics
Along with other rich data, Justuno provides critical attribution data related to how interactions with Justuno elements on your website contribute to conversions, revenue, and even conversion rate optimization - we call these influenced metrics. When viewing influenced metrics on any analytics page, note they are derived from workflows using the account's attribution model, which is customizable.
List of influenced metrics
- Influenced revenue: the revenue gained from conversions where visitors complete at least one attributable event in any workflow within the attribution window.
- Influenced conversions: all visitor profiles who completed a purchase after completing at least one attributable event in any workflow within the attribution window.
- Influenced conversion rate: the rate of all visitors enrolled in any workflow who made a purchase after completing at least one attributable event within the attribution window if they were not a part of a control group (multivariate test).
- Influenced average order value (AOV): the average order value from profiles who made a purchase and completed at least one attributable event in this workflow in the attribution window.
- Influenced cart abandonment rate (CAR): the rate of visitor profiles exiting the site with a cart value (greater than $0) after at least one attributable event in this workflow, unless they were in a control group (multivariate tests)
- Influenced recovered sales: the total revenue of visitors who abandoned a cart value greater than $0 and purchased after completing at least one attributable event in any workflow in the attribution window.
- Top influenced product purchased: the product most frequently purchased when added to a cart via the product recommendations feature.
- Influenced average sessions to a conversion: the average amount of sessions a visitor profile has before they complete a purchase, after completing one attributable event within the attribution window,
- Influenced pages per session: the amount of pages viewed in a ingle session by any visitor profile who has completed an attributable event within the attribution window.
- Influenced time on site (in seconds): the duration of time spent in a ingle session by any visitor profile who has completed an attributable event within the attribution window.
- Influenced return visitor rate: the rate of all profiles who exited the website and returned after completing at least one attributable event in any workflow within the attribution window.
List of attributable events
- form submission
- link to url. click action
- copy to clipboard click action
- spin wheel click action
- age verification click action
- sms-tap-to-text click action
- add-to-cart (from JU product recs)
- product-click-through (from JU product recs)
Customizing The Attribution Model
Within the account settings, users with full permissions can access and adjust the attribution model associated with the current account. This can be found by going to Account Settings > Advanced Settings > Attribution. Further workflow specific attribution can be turned on or off by going to Experiences > Options (for a specific workflow) > Settings > Attribution.
There are three components to the attribution model
- Attribution method: which workflow will be given the conversion and associated attributable data. Options are as follows
- First touch: Attributes all influenced metrics from a conversion to the first workflow a visitor profile completed an attributable event in before purchasing.
- Last touch: Attributes all influenced metrics from a conversion to the last workflow a visitor profile completed an attributable event in before purchasing.
- Mixed touch (default): Attributes all influenced metrics from a conversion evenly to each workflow a visitor profile completed an attributable event in before purchasing.
- Attribution window: determines how long after an attributable event is completed that a purchase can be attributed to a workflow.
- 14 days is the default selection. Other options range from 3 to 30 days.
- Workflow attribution: allows attribution to be turned on or off for any given workflow
Comparing Influenced & Non-Influenced Metrics
In some cases, influenced metrics are presented alongside non-influenced metrics in the analytics UI - the latter are referred to using "Overall", "Total", or "Website" terminology, and present the influenced metric in the context of the larger key performance metrics.
Examples:
Influenced revenue vs. total revenue: presents influenced revenue compared to all revenue gained on a website.
Influenced conversion rate vs. website conversion rate: presents influenced conversion rate against the conversion rate of all visitors, regardless of attribution
Enrollment vs. Influenced metrics in the workflow builder
Within the In-Step Analytics in the workflow builder, there are yet further segments of conversion-based metrics. These include the following:
- Enrolled revenue: revenue from any visitor who enrolled in a workflow, then completed a purchase within the analytics date range. This includes influenced and non-influenced revenue.
- Enrolled conversions: the number of sales conversions from any visitor who enrolled in a workflow, then completed a purchase within the analytics date range. This includes influenced and non-influenced conversions.