Samba.ai attribution model

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Thanks to Samba, the results of your campaigns are in the palm of your hand. Compare their direct impact on your store’s sales by how your customers actually interact with your campaigns.

What is an attribution model

An attribution model defines how conversions (= orders, purchases made) are attributed to the advertising channels with which a customer has come into contact. This allows you to analyse the contribution of each channel to your business and thus manage your entire marketing effectively.

As there are generally hundreds of ads targeting each person every day (emails, social media ads, PPC ads, billboards, subway banners, TV spots, etc.), it is important to focus on those that can be measured. Thus, it is most important for an online store to have an overview of customer interaction with online advertising.

In Samba in the Eshop Settings > Integration > Conversion Tracking section you have the option to choose from 2 settings called Conversion Analysis Methods:

• Samba.ai attribution model
• • Conversions are attributed based on complete user interaction with campaigns in Samba – opening an email, clicking through an email, etc.
• Google Analytics
  • Conversions are attributed based on the attribution model selected in Google Analytics.

Specifics of the Samba.ai model

For the Samba attribution model to work, you need to have 2 basic integrations in place

• Data feeds
• Basic tracking script

Samba decides to attribute a conversion to one or another campaign based on the last interaction with it – so the entire order value is attributed to the campaign the customer interacted with last before placing the order.

For Email campaigns, the following limits are set on the delay between interacting with a campaign and making a conversion:

• 30 days from email click-through
• 14 days from email opening

For Push campaigns:

• 30 days from push message click-through

Benefits of the Samba.ai model

• All interactions with email newsletters (opens, click-throughs) are actually analyzed.
• All conversions to your store are analyzed, not just orders placed on the e-commerce site, but also orders from brick-and-mortar stores (if they are part of the order feed in your data integration).
• Independence of conversion measurement from Google Analytics 4, which many eshop managers have trouble implementing correctly.

Benefits of Google analytics

• Analyzes the impact of other campaigns that Google Analytics was able to detect according to UTM parameters.

Attribution Model in Push Campaigns

In addition to setting the default conversion analysis method, Samba.ai also offers the ability to change the attribution model specifically for Push notifications. Two models are available – Google Analytics 4 and Samba.ai attribution model.

This advanced option is only available if the Samba.ai attribution model is set as the default conversion analysis method.

Follow the instructions below to set up the attribution model for Push Notifications:

• Eshop Settings > Integrations > Conversion Tracking > Manage Settings > Push notifications attribution model

In the figure above we can see that the default model for push notifications is the Samba.ai attribution model. However, if you choose Google Analytics, you get the ability to track anonymous subscriber interactions as well, which can be very useful for certain types of campaigns.

Samba.ai attribution model for push notifications

Unlike email campaigns, where the Samba.ai attribution model tracks events like open rate, only “click interactions” (click through notifications) are taken into account for push notifications. This metric is key and provides valuable information for optimizing customer contact.

Data display

Until 31 August 2024, all data is displayed and processed via Google Analytics 4, although the Samba.ai attribution model is set as the default. This means that if you select a date before 1 Sep 2024 on the dashboard, any conversions that were recorded before this date are recalculated according to the output from Google Analytics 4, even if you are now using the Samba attribution model.

From 1 Sep 2024 onwards, all new Push Campaign conversions are handled exclusively by the Samba Attribution Model.

Pros and cons

• Push campaign results include conversions from brick-and-mortar stores.
• Conversions from so-called anonymous customers are not taken into account.

Google Analytics for Push Notifications

Google Analytics allows you to process conversions from anonymous subscribers because it doesn’t rely on knowing the identity of a specific customer in the order feed and only tracks the click-through of a Push campaign and subsequent conversion on the site. It’s important to note that in Samba, targeting anonymous subscribers is only possible through one-off Push campaigns – everywhere else (Flow campaigns), knowledge of the customer’s identity is used. Still, in certain cases it can be beneficial to have an attribution model set up for Push notifications on Google Analytics, especially if the vast majority of your Push subscribers are anonymous.

Pros and cons

• Processing conversions even from anonymous Push Notification subscribers, regardless of whether they are connected via a data feed.
• Conversions from brick-and-mortar stores are not taken into account.

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