On the road to conversion, customers may take different paths. Our built-in tracking and attribution help you understand those paths and how much various actions contributed to conversions.
How attribution works
We track two kinds of attribution, direct and indirect:
Direct attribution (direct sales): A customer completes a quiz and purchases a recommended product (appears on the quiz results page) within the 7-day attribution window.
Example: A customer takes a style quiz and then purchases jeans that were recommended.
Indirect attribution (indirect sales): A customer completes a quiz and purchases a product that was not recommended within the 7-day attribution window.
Example: A customer takes a lip balm quiz and then purchases lip gloss, which was not on the quiz.
Attributed sales or total attributed sales is the combined total of Direct and Indirect attribution.
How conversion rate works
To calculate the conversion rate, we use total unique attributed orders within the 7-day attribution window. This means the conversion rate we show you may be lower than your true conversion rate since it does not include orders after the attribution window closes.
We calculate the conversion rate by taking the percentage of quiz completions that resulted in a conversion (order placed) within the 7-day quiz attribution window.
Note: Multiple orders by the same customer DO NOT impact the conversion rate. For example, if a user makes multiple orders, we only count that as one conversion. However, the multiple orders will show up in your Orders and Average Order Value (AOV) calculations.
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