Samba attribution model

This post is also available in: Czech Polish

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 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 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

Benefits of the Samba 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.
  • 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.

This post is also available in: Czech Polish

Updated on January 24, 2024

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