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Conversion Tracking and Revenue Attribution

  • Updated

In the SMS Marketing Suite, DojoMojo can automatically track conversions from your marketing texts with compatible e-commerce integration. This allows you to analyze the performance of your SMS messages and greater insights into your SMS audience. In this article, we'll cover:

  1. How DojoMojo measures conversions and calculates revenue attribution 
  2. Attribution Rules and Windows
  3. How to set up your message for conversion tracking

 

Conversion Tracking

A conversion occurs when a recipient opens your message and then takes action, such as placing an order, within the attribution window. 

An attribution window is a defined period of time to claim that a click or impression led to a conversion. Attribution windows may vary across platforms, industry standards, and individual marketers.

For example, if you send someone a coupon code via text message and then visit your online store later that day and complete a purchase using the coupon code, a conversion will be reported for that text message. 

At DojoMojo, we measure conversions and only attribute–take credit for–revenue when we can clearly match a customer purchase to a specific SMS marketing campaign. We also attribute revenue in three ways across SMS marketing: 

  1. Via View-Throughs
  2. Via Click-Throughs
  3. Via Coupon Codes

Revenue Attribution Approach

To determine revenue attribution, DojoMojo must find and match customers who interacted with your online store and who are also SMS subscribers (in DojoMojo) for a specific SMS campaign. 

For example, if you send an SMS campaign to a customer with the coupon code [25OFF], we'll attribute revenue and report it in your campaign analytics if we find that:

  • The customer bought an item using the coupon code [25OFF] from the SMS campaign
  • The customer is an SMS subscriber in your SMS Marketing Suite in DojoMojo, and
  • The customer was sent and viewed the SMS campaign.

Vice versa, we will not count and report the conversion if, 

  • The customer bought an item using the coupon code [25OFF] from the SMS campaign, but 
  • The customer is not an SMS subscriber in your SMS Marketing Suite in DojoMojo
  • The customer also did not receive the SMS campaign

Even if the customer used a coupon code exclusive to your SMS marketing campaigns, we would not count the revenue since DojoMojo cannot identify the customer as an SMS subscriber in our database. 

 

How We Identify and Match Customers for Attribution

To identify whether your SMS subscriber converted or is an existing customer, you must first integrate your e-commerce store with DojoMojo's SMS Marketing Suite to sync customer between both platforms. Once connected, we match customers via their email addresses and phone numbers. 

Why do you match customers via email addresses for SMS marketing messages?

When you acquire SMS subscribers via DojoMojo's acquisition tools, such as sweepstakes and lightboxes, we collect email addresses and phone numbers from individuals, but collecting phone numbers isn't always necessary for your checkout process. As you've collected both email addresses and phone numbers, DojoMojo can still attribute revenue based on an individual's shared email address.

 

Matching Customers

If you collect a customer's email address and phone number at checkout, it's straightforward to match which customers are also SMS subscribers. We simply match the customer's phone number at checkout to a phone number subscribed to receive SMS marketing in DojoMojo's database. 

If you do not require phone numbers during your checkout process, DojoMojo can only see purchases by email addresses. In this case, we first need to find a match between the customer's email address and then confirm whether their phone number is an established SMS subscriber and also received the SMS campaign in question. 

Keep in mind that the number of reported conversions will be the minimum number of conversions for an SMS campaign. Often, consumers use multiple email addresses. Suppose a customer uses one email address to receive marketing communications but another email address for online transactions. In that case, we cannot clearly identify and attribute the customer's revenue, even if they subscribed to your SMS marketing lists. 

 

Attribution Rules: What Happens When We Find a Match

In the cases where we see customer purchases and can match them to SMS subscribers, we attribute revenue using the following rules. 

Via View-Throughs

The attribution window for view-throughs is 24 hours. 

View-through attributions occur after a subscriber receives an SMS message, doesn't interact with the included link or use the coupon code (if included), but later purchases at the brand's online store. 

For example, SMS subscriber James was sent an SMS campaign, "Sitewide sale just dropped! 40% all items, no code needed! Shop now: https://dojoshop.online/" but does not click on the link. A few hours later, James visits the store on a tablet device and completes a purchase. DojoMojo will report this revenue.

 

Via Click-Throughs (Trackable Links)

The attribution window for click-throughs is 72 hours (3 days) from the first time the subscriber clicks the link.

Click-through attribution occurs after a subscriber receives an SMS message, clicks on the link in the text, and goes on to purchase something at the brand's online store. 

For example, on Monday, James was sent an SMS campaign that included a link to the brand's online store. The link in the message was also shortened by DojoMojo's link service in the message editor. James initially ignores the text message. During the weekend, James opens the message, clicks the link, and completes a purchase. Dojomojo will report this revenue. 

 

Via Coupon Codes

The attribution window is anytime after the SMS message was sent.

Attribution for coupon codes occurs when a recipient uses the coupon code at checkout, and the recipient is a confirmed/matched email and phone number in DojoMojo. Provided that the coupon code remains valid on your online store, DojoMojo will attribute the revenue whether the conversion happened a few hours after the message was sent or months after the message was sent. 

For example, SMS subscriber James was sent an SMS campaign with the coupon code BUYNOW. Five days later, James makes a purchase using the BUYOW coupon and checks out with an email address she used to opt-in to SMS marketing. DojoMojo will report this revenue.

 

Set Up Your Message for Conversion Tracking

We previously covered that you must integrate your e-commerce store with DojoMojo. View instructions on how to set up your data integration.

View-Through Tracking

After your e-commerce vendor successfully integrates with DojoMojo, DojoMojo will begin tracking view-through conversions between your SMS campaigns and purchases from your online store. 

Click-Through Tracking

While composing your SMS message, you must shorten and track links using DojoMojo's link service in the message editor. This ensures that DojoMojo can accurately track the link activity from your text messages. Additionally, it is recommended that you do not use a third-party service, such as Bitly, Tiny URL, or Rebrandly to shorten links in your text message. 

View our guide on adding links to your marketing texts. 

Coupon Code Tracking

You must include the coupon code you would like to track in your message. To add a coupon code to your text, copy and paste the coupon code from your online store and paste it into the Coupon Code field below your message editor.