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How do conversions and revenue get tracked?
How do conversions and revenue get tracked?

Understand UpOrder's attribution

Tina Chan avatar
Written by Tina Chan
Updated over a week ago

For each Shopify notification email sent, UpOrder automatically tracks conversions and displays the revenue associated with that conversion. In other words, how much revenue UpOrder has helped your store generate.

Two ways we know UpOrder has contributed to an order:

1. Last-touch within a 7-day attribution window

When a customer opens or clicks on a Shopify notification email from UpOrder and makes a subsequent purchase from your store within a 7-day attribution window, we attribute that order as a conversion for the email open date. For example, if someone opened their Shipping Confirmation email and then made another purchase later that day, a repeat purchase conversion would be recorded for that email.

  • Conversion tracking uses a last-touch attribution model, so only the last email someone opened or clicked is credited with a conversion;

  • The 7-day attribution window begins when the email is opened;

  • Conversions are only tracked if someone opens or clicks an email; conversions are not tracked if someone receives an email but doesn't engage with it.

2. Redemption of an UpOrder-generated discount code

Another scenario is when a customer uses a discount code generated by UpOrder, then we also attribute that order as a conversion. There is no time limitation for this attribution. As long as the discount code is still valid, it gets tracked as a conversion. Since UpOrder generated the unique discount code that customer redeemed, the revenue from that order gets credited. You can check how much revenue has been earned from UpOrder-generated discounts on your UpOrder dashboard.

Why does UpOrder track revenue this way?
This method has an advantage over other cookies or UTM tracking because we are not losing sales because of cross-device communication. For example, if the customer opens the email on their phone, but then places an order on their laptop, we are still able to track the conversion.

Why is there a discrepancy between the conversions I see in UpOrder and Google Analytics / other services?
Each marketing tool and service chooses its own way to attribute conversions. It's quite possible that several touchpoints contributed to making a sale, all claiming credit for the conversion. For example, it's possible that a customer views a Facebook ad, and clicks on an email from you on the same day.

It's also possible that other services miss a conversion, in a few scenarios. For example, a customer opens an email, does not click the link, but then goes to your store and used the discount code in that email to make a purchase. Google Analytics doesn't know they viewed the email, but UpOrder does. Another scenario is when a customer opens and clicks an email on their phone, but then completes the purchase on their laptop. Google Analytics doesn't recognize that they engaged with the email on their phone first, but UpOrder stitches together the customer's activity by recording which email they opened before purchasing.

Can I append UTM tags to my emails if I want to track them in Google Analytics anyway?
See this article to view the UTMs in your emails by default:

You can view all of your email performance and revenue earned on your UpOrder dashboard.

Please reach out to [email protected] or through the in-app chat if you have any questions!

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