Order attribution

Recommendation Blocks

Retail Rocket Traditional attribution

An order is attributed to a recommendation widget if it contains at least one product that a website or mobile app visitor interacted with through the widget within 24 hours.

Interaction is defined as a click or adding the item to the cart directly from the product card inside the recommendation widget.

For grouped products, interaction with any item in the group is taken into account. For example, a user may click on a recommended t‑shirt in one color and later order a different color — that product will still be considered sold with the involvement of the recommendation widget.

Main characteristics:

• Attribution window: 24 hours;
• What is attributed: Only the products that the user interacted with via the widget;
• Attribution persistence: Attribution is retained even if the user leaves the site and returns via a direct link or from an external source (for example, a search engine);
• Goal: A “strict” model designed to provide an accurate measurement of the real contribution of recommendations to a purchase;

Last‑Click Attribution

The “last click” attribution model credits the entire order if the user interacted with any product via a recommendation widget within 24 hours, even if that product did not become part of the final order.

This model simplifies comparing the effectiveness of Retail Rocket algorithms with other marketing tools that use the same model.

Main characteristics:

• Attribution window: 24 hours.
• What is attributed: The whole order, regardless of whether the interacted product is present in it.
• Persistence and reset of attribution:
  • Attribution is preserved when the user returns via a direct link or from payment service pages.
  • Attribution is reset when the user returns from an external source (for example, a search engine).

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Example

A buyer clicked on a phone case in a recommendation widget and left the store. They returned within 24 hours after the click and placed an order for a screen protector and headphones. The phone case is not in the order, but under this attribution model we will count the screen protector and headphones as attributed to the recommendation.

Differences between the models

Email Campaigns

An order is attributed to an email campaign if it was placed after a site visit that originated from an email, and there were no other site visits from different sources, push notifications, or emails between that email visit and the order.

Web-push notifications

An order is attributed to a web‑push notification if it was placed after a site visit that originated from clicking the notification, and there were no other site visits from different sources, push notifications, or emails between the order and the visit from the web push notification.

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Important

• Partial or full order cancellations and product returns do not affect attribution.
• Both recommendation models, as well as communication-level attribution (email and web‑push), do not compete with each other. The same order may be attributed simultaneously to the recommendation widget under Retail Rocket traditional attribution, to a recommendation widget under Last‑click attribution, and to an email campaign or web‑push notification.