Understanding Revenue Attribution: How WebToffee Marketing Tracks Your Success

As a merchant, your core question is simple: “How much revenue did this form or automation actually generate?” WebToffee eCommerce Marketing Automation (EMA) app’s Revenue Attribution system answers this by connecting customer interactions like clicks, opens, and form submissions directly to the orders they influence. By understanding which messages drive sales, you can optimize your marketing strategy to improve your store’s performance.

We use a Last-Touch Attribution model. This simply means that if a customer interacts with a few different emails or forms before finally buying, the system assigns credit for that sale to the very last interaction the customer had.

Not all interactions are equal. Our system prioritizes high-intent actions:

• Clicks (High Confidence): If a customer clicks an email and then opens another one later, the Click takes priority for the attribution credit, provided it is still within its active window.
• Opens (Lower Confidence): The system tracks opens but assigns them a shorter “credit” life because they indicate lower purchase intent than a direct click.

For your automated flows, we track specific “touchpoints” to determine if an email led to an order:

• Email Clicks: These are high-confidence actions that indicate strong intent.
• Email Opens: The system tracks these actions but considers them lower-confidence signals.
• The “Tie-Breaker”: If a customer both opens and clicks within their respective windows, the Click will always take priority for attribution if it is more recent than the last open.

We attribute revenue to your popup or embedded forms when a user completes a form and then makes a purchase shortly after.

• Identification is Key: The system can only attribute revenue if it identifies the user(e.g., they provided their email or phone number).
• The Lookback Window: We use a short window for forms to ensure that the specific sign-up truly drove the purchase.

An attribution window is the “expiration date” for a marketing interaction. If a customer buys after this window closes, the system no longer credits the sale to that message or form.

To customize the revenue attribution of your store, navigate to Store Settings > Revenue attribution.

Interaction Type	Default Window	Maximum Limit
Email Click	2 Hours	90 Days
Email Open	24 Hours	90 Days
Form Completion	2 Hours	24 Hours

You can view detailed revenue analytics for both Forms and Email Automations.

For every campaign, we report:

• Attributed Orders: The total count of orders linked to that specific source.
• Attributed Revenue: The total dollar amount generated, including tax and shipping.
• Average Order Value (AOV): The average amount spent on orders driven by that marketing channel.