OnVoard uses last touch attribution to automatically track email revenue if you are connected to the following ecommerce platforms:
A conversion is recorded when:
- A contact view or click on an email delivered by OnVoard
- Purchase from your store later on within specified lookback window
How it works
OnVoard uses connections to ecommerce platforms to retrieve order records. From your store's order records, we identify attributable conversions by matching email addresses with viewed/clicked email activities.
Unlike using pixels to track conversions, this model of conversion tracking works across multiple devices. Let's say John view your email on his phone and makes a purchase later via his laptop, the conversion can still be recorded.
Having cross-device conversion tracking is very useful since most ecommerce purchases come from desktops while most emails are read on phones.
The default lookback window to attribute email viewed and clicked actions are 7 days. Go to conversion settings page if you need to modify lookback window.
Discrepancy in Conversions
There may be discrepancies in recorded number of conversions between OnVoard and other tracking platforms. Since most tracking platforms use pixels to track conversions, they may not be able to track conversions recorded on a different device.
OnVoard's method of tracking conversions supports cross-device tracking. However, if the email address used to view email differs from the email address used to make the purchase, we won't be able to recognize the conversion.
Also, different lookback window and attribution models between platforms will cause discrepancies in conversions.