Multi Touch Attribution Segments

Peel downloads ALL touches/clicks associated with orders and display through all metrics.

Attribution data helps users understand where their customers came from before making a purchase. Peel collects customer attribution data on every order* from Shopify. You can then segment any metric by these data points.

📘

Attribution Segmentation updates!

  • We’ve introduced new channels clicks and now can now capture email, sms, Social Paid vs. Social Organic, Organic Search & Affiliates in addition to the other channels previously captured.
  • Added UTM parameters -- UTM Content, UTM Source, UTM Source/Campaign, Source/Medium, UTM Term
  • Added Landing Page
  • Added Days

Value in Peel's Multi Touch Attribution Capture

  • Knowing where customers are coming from helps you make decisions on where to spend and see what channels are more popular in different stages of the customer journey (new customers vs. returning customers)
  • New segments -- UTM terms, UTM campaign and UTM content provide heaps of data that we have been asked for repeatedly by more savvy marketers.
  • Utilizing Peel's cohort segmentation on different channels, landing pages and UTMs for first order segmentation capture is very powerful in seeing if one of those leads to be a higher valued, more frequent purchasing customer. It is important to note that Peel's cohort Analysis order segmentation is only based off the first order.

What is Multi-Touch Attribution

Attribution data helps users understand where their customers came from before making a purchase. The first visit of a customer to a website does not always result in a conversion. Users often visit a shop multiple times before converting. With multi-touch attribution models, marketers can analyze which visits resulted in positive actions.

Peel relies on Shopify’s handling of all user visits to access Referrer and UTM data. Peel is collecting customer attribution data from Shopify. We gather visits for each order of a customer from Shopify.

Shopify shares what they call CustomerJourney and it details referrals and UTM parameters. Peel then defined their own Channel mapping (including paid and organic channels) with 19 platforms so you can get the most accurate tracking of channel performance, without needing to set up the channel mapping yourself like required in Google Analytics or other data platforms.

Definitions

Fields definitions

  • Shopify source: an attempt by Shopify to define the source/channel. Source from which the customer visited the store, such as a platform (Facebook, Google), email, direct, a website domain, QR code, or unknown.
  • UTM source: the utm_source URL parameter of the session if one was defined in the original link. t.ex. facebook, google, postscript
  • UTM medium: the utm_medium URL parameter of the session if one was defined in the original link. t.ex. paidsocial, cpc, text, email, referral
  • Referrer: When visiting a web page, the referrer or referring page is the URL of the previous web page from which a link was followed. Modern browsers with a focus on privacy are limiting the amount of information sent in the referrer field.

Segments Overview

  • Channel: Peel defined mapping of the 19 most common traffic sources for easier analysis
  • Days to conversion: The number of days between the first touch (or visit) and the order purchase. From 1 day to 30 days since the Shopify cookies expire afterward and the attribution data is lost
  • Landing page: URL of the first page the customer landed on for any session associated with the order
  • Referrer: URL of the previous web page from which a link was followed (see above)
  • UTM Source: Values from the utm_source parameter when landing on the shop on any session
  • UTM Source/Campaign: Values from the utm_source and utm_campaign parameters when landing on the shop on any session
  • UTM Source/Medium: Values from the utm_source and utm_medium parameters when landing on the shop on any session
  • UTM Term: Values from the utm_term parameter when landing on the shop on any session
  • UTM Content: Values from the utm_content parameter when landing on the shop on any session

Channel Definitions

  • Text Messaging
    • UTM source = 'postscript', 'attentive'
    • UTM medium = 'text'
  • Instagram Paid
    • Shopify source = 'Instagram'
    • referrer contains = 'instagram.com'
    • UTM source = 'instagram', 'Instagram'
    • UTM medium = "paidsocial", "paid-social", "paid_social", "Paid Social", "cpc", "ppc"
  • Instagram Organic
    • Shopify source = 'Instaram'
    • referrer contains = 'instagram.com'
    • UTM source = 'instagram', 'Instagram'
  • Facebook Paid
    • Shopify source = 'Facebook'
    • referrer contains 'facebook.com'
    • UTM source = "facebook", "Facebook"
    • UTM medium = "paidsocial", "paid-social", "paid_social", "Paid Social", "cpc", "ppc"
  • Facebook Organic
    • Shopify source = 'Facebook'
    • referrer contains 'facebook.com'
    • UTM source = "facebook", "Facebook"
  • Pinterest
    • Shopify source = 'Pinterest'
    • referrer contains 'pinterest.com'
    • UTM source = "pinterest", "Pinterest"
  • Youtube
    • Shopify source contains 'youtube'
    • referrer contains 'youtube.com'
  • Twitter
    • referrer contains "/t.co"
  • TikTok Paid
    • Shopify source = 'TikTok'
    • referrer contains = 'tiktok.com'
    • UTM source = "tiktok", "Tiktok", "TikTok"
    • medium = "paidsocial", "paid-social", "paid_social", "Paid Social", "cpc", "ppc"
  • TikTok Organic
    • source = 'TikTok'
    • source contains = 'tiktok.com'
    • UTM source = "tiktok", "Tiktok", "TikTok"
  • Snapchat Paid
    • Shopify source = 'Snapchat'
    • referrer contains = 'snapchat.com'
    • UTM source = "snapchat", "Snapchat"
    • medium = "paidsocial", "paid-social", "paid_social", "Paid Social", "paid|social", "cpc", "ppc"
  • Snapchat Organic
    • Shopify source = 'Snapchat'
    • referrer contains = 'snapchat.com'
    • UTM source = "snapchat", "Snapchat"
  • Referral
    • UTM medium = 'referral'
    • UTM source = 'referral'
  • Paid Search
    • UTM source = 'adwords'
    • UTM medium = 'cpc', 'ppc', 'paidsearch'
    • referrer contains "googleadservices"
  • Affiliate
    • UTM source = "affiliate", "affiliates", "shareasale", "pepperjam", "awin"
    • UTM medium = 'affiliate', 'affiliates', 'aff'
  • Email
    • Shopify source = 'email'
    • UTM source = 'email'
    • UTM medium contains 'email'
    • Referrer = "com.google.android.gm" (Gmail app on Android)
  • Online Advertising
    • UTM medium = 'cpv', 'cpa', 'cpp', 'content-text', 'display', 'cpm', 'banner'
  • Organic Search
    • Shopify source = 'Google', 'Bing', 'Yahoo', 'DuckDuckGo'
    • referrer contains 'bing.com'
    • referrer contains 'duckduckgo.com'
    • referrer contains 'search.yahoo.com'
  • Shop App
    • referrer contains 'shop.app'
    • referrer contains 'pay.shopify.com'
  • Direct
    • Shopify source = 'direct'
  • Offline
    • All orders with no web sessions (subscriptions, draft orders, admin, etc.)
  • Other / Unknown
    • Everything else we couldn't identify with the rules above

❗️

We download ALL touches/clicks associated with orders and display through all metrics.

It is important to note that since Peel is capturing all the data from each order, Peel attributes full revenue and/or the entire order to each channel found in the clicks. At the moment we do not have models in place to assign sales credit to channels in different ways and to help you measure different things depending on the goals of your business.

Examples

For Example: Let's say I have gone on a couple of websites I found searching Google in the past few weeks, I registered my email address and clicked a link in a drip campaign a day later, and then today I saw an Instagram ad that mentions a product because I am retargeted and I click and purchase. Then Instagram Paid will be considered as of of the channels for the order attribution, Email will be another channel, and Google Organic will be the third one.

When segmenting the number of orders or revenue or any other metric by Channel, each of the three attribution channels will "claim" the same order even though in practice each is only responsible for a fraction of it.

Questions it helps answer:

  • How many orders were the results on email links being clicked?
  • How much revenue was partially attributed to Google Search vs Google Ads?
  • Are returning customer orders explained by text messages or emails?
  • What campaign drew in the most revenue? Was it worth the investment?
  • Are customers that found us through Facebook worth more than those from Google or affiliates? ==>
    • LTV by Attribution Channel
    • AOV by Attribution Channel
    • ROAS by Attribution Channel
  • If I spent $100K in ads last month, am I making that back in revenue from new customers? ==>
    • New Sales by campaign or channel
    • New Subscription revenue by campaign or channel
    • New transaction revenue by campaign or channel

Revenue attribution is tricky. Peel currently doesn't offer to "spread" the revenue of each order on the various channels, like 40% Facebook, 40% Klayvio and 20% Google. <- that’s what people call an attribution model - assumptions are made based on the traffic. Peel, at this point, lets you see all metrics (orders, revenue, etc.) by each channel.

For example in this scenario. A customer:

Campaign 1

  • Sees a Facebook Ad and click
  • Seeds a Google Ad and click
  • Signs up but doesn’t buy
  • Get an email
  • User 1 Buys Order 1

Campaign 2

  • Sees a Google Ad and click
  • User 1 Buys Order 2

Peel will then attribute Order 1 to Facebook Paid + Google Ads + Email and Order 2 to Google Paid

📘

Coming Soon

Attribution Models

Reach out to us via chat or [email protected] with any questions and/or feedback.