Revenue Attribution

Attribution is how SendLucid decides which campaign gets credit for a sale. When a subscriber opens or clicks an email and then orders, that revenue should count toward the email — but if they engaged with several campaigns first, which one earns it? The attribution model answers that.

The matching window

SendLucid links an order to email engagement when the order happens within 5 days of a click or open by the same subscriber. Engagement outside that window isn’t credited to email — this keeps attribution honest and avoids over-counting.

The models

SendLucid computes several models from the same data, so you can see revenue through different lenses:

• Last-touch click (default) — credits the last campaign the subscriber clicked before ordering. The most conservative, most common view.
• First-touch click — credits the first campaign that earned a click.
• Any-touch click — credits every campaign clicked before the order (revenue can be counted for more than one campaign).
• Last-touch open and any-touch open — the same ideas, but based on opens rather than clicks. Useful where click tracking is weak.

Why the numbers differ

Click-based models are stricter than open-based ones, and last-touch is stricter than any-touch. The same week of sales can look different under each — that’s expected. Pick one model and stay consistent when comparing campaigns, and remember email’s true contribution usually sits between the conservative and generous models.