It's based on weighted lags the time from when customers click on marketing channel to when they buy or convert to assign likelihood of that marketing channel's influence on the convertion or purchase.
It attributes percentage of each conversion to each marketing channel the customer used, shows you the path of the customer, and.
Over time though, say few days later, if the customer comes back to your site and converts without new click-through, the email had some influence but it's not as certain.
People who subscribe are already aware of your brand and while the marketing contact is influential, there's element of brand awareness that comes into play.
Of course, there is marketing where the customer is doing search, finds your product, may or may not have ever heard of your company, but clicks through to find out more.
For our sale, perhaps you will send email blast and then follow that up with some display ads and maybe even followup targeted email..
That is the trick to help the plugin track the responses to the marketing.
The plugin is smart enough to detect SEO from the referrers as long as your landing page is HTTPS..
Once we have click-throughs and conversions, there is procedure which will interrogate the data and assign influence and attribution and present that information in reports.
It will also detect the path to conversion, that is, the marketing channel interactions that worked together concert to influence the conversion..
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