E-Commerce tracking is used to track purchases that have been made as a result of your email marketing. It can be a really useful way to track the ROI of a specific email campaign. This article explains how ROI is assigned to a campaign, especially when purchases are delayed or a contact has engaged with more than one campaign.
How is ROI assigned to a campaign?
The examples below all use a campaign called ‘Great deals #2’.
A purchase after engaging with one campaign
If a contact makes a purchase 2 days after engaging with ‘Great deals #2’, and they do not engage (click) with any other campaign in between, the ROI is assigned to ‘Great deals #2’.
A purchase after engaging with more than one campaign
If a contact makes a purchase 2 days after engaging with ‘Great deals #2’, but they have also engaged with an older campaign (‘Great deals #1’) or a newer campaign (‘Great deals #3’), the ROI is assigned to the most recent campaign they engaged with.
A purchase made too long after engaging
If a contact makes a purchase 8 days after engaging with ‘Great deals #2’, the ROI is not assigned to the campaign.
The 7 day window
A contact needs to make their purchase within 7 days of engaging with a campaign for the ROI to be assigned to that campaign.
Still need help?
If you have any further questions on this, please reach out to your Account Manager.