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The Conversion attribution report (Analytics → Conversion Attribution) takes every goal recorded in a period and answers two questions about each one:
  • Which website visit brought the person? Its channel, its source, and the attribution rule that classified it.
  • Which email reached them? The campaign send or the automation step.
A goal is a custom event with a goal type (purchase, subscription, lead, sign-up, booking, trial or other). If you have not recorded any yet, start with Events and goals. The report shows a pointer there until the first goal arrives.

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Reading the report

1

Pick the period

7, 30, 90 or 365 days, or all time. Goals are counted by when they happened; visits are counted in the same period.
2

Pick the conversion window

1, 7, 14 or 30 days. A visit or an email only gets credit when it happened within that many days before the goal.
3

Choose who gets the credit

Last visit credits the visit nearest the goal. First visit credits the earliest visit inside the window, which is the better view of what starts a relationship.
4

Narrow to one goal type

For example, purchases only, so a lead form does not dilute the revenue view.
The tiles at the top show conversions and the people behind them, revenue per currency (two currencies are never added together, because there is no exchange rate to do it with), the share of goals credited to a visit, the share credited to an email, and view-through.

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Conversions by channel and source

Each channel shows its visits in the period, the conversions credited to it, a conversion rate (conversions per hundred visits) and revenue. A channel with visits and no conversions is listed too, so “paid brought 500 visits and sold nothing” is visible rather than missing. The source table is the same view one level down: google, newsletter, a partner’s domain.

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How your attribution rules performed

This is the table the Attribution rules page cannot show you: what each rule actually did. Every rule you have is listed, including disabled ones, and a rule that never matched a visit in the period is marked Never matched. Tick Only rules that never matched to see them alone, which is the quickest way to find rules written for a campaign that ended, or for a referrer that never came. The Built-in classification row is what our own rules decided when none of yours claimed the channel. A Deleted rule row means visits still carry the label of a rule you removed. Run Re-run over past visits on the rules page to re-classify them.
Which rules matched a visit is recorded when the visit is tracked. Visits recorded before this report existed show a match only for the rule that decided their channel. Run Re-run over past visits once to fill in the rest.

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Which email drove the conversion

For each goal, the report looks back through the conversion window for the strongest sign an email was involved, in this order:
  1. A website visit that arrived from the email’s own tracked link (the link carries the send or step id when auto-UTM is on).
  2. A click on the email.
  3. An open of the email.
The most recent touch of the strongest kind available wins. An open on its own is weak evidence — mail apps open mail nobody read — so goals attributed on an open alone are counted as view-through and never mixed into the conversions column. Campaign rows link to the campaign’s analytics and show the send date. Automation rows name the step that sent the email. If the automation was edited since, the step no longer exists and the row says Step since edited.

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Website goals and anonymous visitors

A goal recorded from your site with ICTrack.goal() is tied to the visit it happened in, so it is credited to a channel and a rule even when the visitor never identified. If that visit came from a tracked email link, the goal is also credited to the contact the link belonged to.

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Troubleshooting

Goals recorded from your server or from Shopify have no visit of their own; they are matched to the contact’s visits inside the window. That needs the contact to be identified on your site: install the tracking snippet and let tracked email links carry the visitor identity, or call ICTrack.identify() when someone signs in.
Check that the goal happened within the conversion window after the click, and that click tracking is on. Widen the window to 30 days to see whether the goals appear.
The campaign panel credits only campaign sends; this report also considers automation steps, and a goal can be credited to at most one of them. A conversion that a campaign page shows may be credited here to the automation email that came later.