If such a visitor makes a purchase, where do you attribute that revenue?

[Shakil1984]

Google Analytics attributes all revenue to the last click. But if someone arrived via one of your Facebook ads, then subscribed thanks to your awesome personalization efforts, and finally returned to make a purchase through clicking a link in your welcome email, then is it really the email that should claim all the glory?

2. Conversion-based

The next attribution model is conversion-based. When someone clicks on a product recommendation on your website that’s powered by a personalization tool, the tool will usually use this “conversion” as their attribution event. Then, they attribute all future purchases to their software after this conversion.

For example, the goal of a sweden consumer email list personalized message might not be to boost sales immediately. Instead, you could just be trying to get the user to sign up for a list. In these cases, there can be a long time between the conversion and the purchase, which can very easily show false negative results.

3. Impression-based

The last attribution model is called impression-based attribution. Here, you assign revenue to a message whenever it gets displayed to a visitor, regardless of whether they clicked on it. If you try to optimize the performance of your personalized messages, and your KPI is the amount of click-throughs or signups they bring, this is usually the most convenient way.

None of these revenue attribution methods are perfect. Rather, they all tell certain parts of a story: the story of how a customer ended up making a purchase. You should try to use a combination of these methods whenever possible, and keep a skeptical eye on your results.

4.3. What is A/B testing and how to do it correctly?