Attribution
Understand how Cevoid links orders to the content visitors interacted with, and why the same metric can count different orders.
Attribution links an order to the posts a visitor interacted with before buying, so you can see which content leads to sales. Cevoid credits an order to every post the visitor touched in the same session, not only the last one.
The default UGC sales reports, such as Impression Conversions over time and Top 24 Product Tag Conversions, are built on attribution. You can also build your own: see Attribute orders to content in a report.
How an order is linked to content
The link is the visitor's session. When a visitor completes an order, Cevoid looks at what they did with your content earlier in the same session:
| What the visitor did before buying | UGC conversion type |
|---|---|
| Saw a post in a gallery or card | Post impression |
| Saw a post in the post detail popup | Popup view |
| Clicked a product tag, a product card in the popup, or a post that links to a product | Product tag click |
An order gets every conversion type it had. An order with at least one is UGC-attributed. Clicking a post links that post to the order, but a click alone doesn't give the order a conversion type.
Only interactions before the order count, and only in the same session.
Every touched post gets the full order
Attribution is any-touch: every post the visitor touched in the session gets the whole order and its whole revenue.
- By post, label, or profile: an order that touched three posts counts once under each of them, with its full value
- By conversion type: an order with both a post impression and a product tag click counts under both types
Rows broken down by post or conversion type can add up to more than the total. Read them as "orders this post was part of", not as shares of all orders.
All orders or attributed orders
Orders, Order value, Average order value, and Customers can count two different sets of orders, depending on the report:
| Report | Counts |
|---|---|
| No post breakdown or conversion filter | All orders: orders from your connected store and from sales tracking, each once, cancelled orders included |
| Broken down or filtered by Post or Post label, or filtered by UGC conversion types or Is UGC-attributed | Attributed orders only: orders from sales tracking whose session touched your content before the sale |
On attributed orders, Profile, Segment, and the other profile breakdowns show the creator of the touched post, not the customer. This is how you see which creators' content leads to sales.
UGC conversion types and Is UGC-attributed as breakdowns, in a report with only sales metrics, keep counting all orders: each order shows whether it was attributed, and how.
What attribution needs
- Sales tracking on your checkout, so Cevoid knows when an order is placed and in which session. Orders synced from your store alone can't be attributed. See Report requirements.
- Session tracking, and visitors who allow it, so the session lasts across pages. Without the session cookie, Cevoid can't connect a post a visitor saw on one page with an order they placed later. See Session tracking and consent.
An order without a linked session still counts as an order. It just isn't attributed to content.
How far back interactions count
There's no attribution window in days. An interaction counts when it's in the same session as the order, before it. In a report, interactions from up to one day before the report's start date are included, so a session that runs past midnight is counted correctly.
When attributed orders show up
An order shows in Orders as soon as it arrives. It shows as attributed to content within about 10 minutes.
Attribute orders to content in a report
- Create a report in the report builder
- Add Orders, Order value, Average order value, or Customers
- Add a Post or Post label breakdown, or a UGC conversion types or Is UGC-attributed filter
The report now counts attributed orders. You can add Posts performance metrics, such as Post impressions, to the same report: that's how the default conversion reports compare views with orders.
On attributed orders, every breakdown must be one of Date, Post, Profile, Post label, Segment, Profile label, Market, Currency, Is UGC-attributed, UGC conversion types, Tier, or Profile market.