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Customizing Email Attribution Settings in Stack

Understanding how your marketing campaigns contribute to revenue is crucial for success. A key component of this understanding is the attribution window, which determines the timeframe during which a customer's actions are linked to a specific marketing touchpoint.

Attribution Window Customization​

Default Setting​

By default, Stack uses a 5-day attribution window for email campaigns. This timeframe is based on research suggesting that subscribers often forget emails after five days, aligning with industry standards to provide an accurate reflection of your campaign's impact.

How to Customize the Attribution Window​

You can easily adjust the attribution window to better suit your business needs. Follow these steps:

  1. Navigate to the Email Marketing section in your Stack account.
  2. Access Email Settings.
  3. Adjust the attribution window according to your preferences.

Understanding Email Attribution​

Let's dive into how email attribution functions with a practical example using the default 5-day attribution window:

  • Day 1: You send an email to your subscriber.
  • Day 3: The subscriber opens the email, which includes a product offering.
  • Day 4: The subscriber revisits and makes a purchase.

In this example, the revenue is attributed to the email campaign because the purchase was made within the 5-day window. However, if the purchase occurred on Day 10, it would not be attributed to the original email.

Attribution Style: Customizing Your Analysis​

Options for Attribution Style​

  • All Campaigns (Default): This setting attributes conversions to all campaigns, providing a comprehensive overview.
  • Product Element Specific: Choose this option to attribute conversions exclusively to product-centric campaigns.

How to Customize Attribution Style​

  1. Go to the Email Marketing section.
  2. Access Settings.
  3. Toggle between "All Campaigns" and "Product Element Specific" based on your analysis needs.

Customizing your attribution window and style allows for enhanced campaign analysis. By adjusting these settings, Stack empowers you to make data-driven decisions that optimize your marketing performance. Experiment with different settings, stay informed, and watch your marketing efforts yield meaningful results.