#email-sms
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Email attribution question: Klaviyo's default attribution window is 5 days, which seems absolutely bonkers to me. What do you set yours to and why?
I was reviewing an email that my client's agency claimed was an awesome performer and saw that half the dollars attributed to it was from a customer who placed a very large order 3 days after opening (not clicking) the email it was attributed to (and it was a customer who bought several trials sizes of different varieties over a few months before buying this full-size bottle of one of them). There was even another email she received the day after this one, but didn't open. This kind of stuff could really throw off email results evaluation, especially for a small account. The agency wants to "compromise" at 3 days, but I think anything over 2 is too much. Thoughts?
There's no perfect answer but I think 3-day click is a good compromise. Don't do open because all Apple mail users are counted as automatic opens by default.
They get a pretty low click rate though, so almost nothing would be attributed if we did that (even at average click rates of 4 or 5% that seems very limiting
Hey @Dana Doron, it's very much brand-dependent. A couple things to consider when setting the attribution window:
• What industry are you in and what are you selling?
• What is your current sending cadence?
When it comes to opens, there is an option within Klaviyo to exclude them, but still have all other opens included.
@Tobi Chapman this is a perfumes and colognes store (known brands sold in full size and decants—smaller sample and travel size atomizers).
Can you explain your last sentence? What opens are you suggesting we could exclude and which would count?
@Dana Doron Ahh my bad! I was supposed to say Apple privacy opens.
Let's take 3 examples when using the 'Opened or clicked email (excluding Apple Privacy opens)' option in the klaviyo's attribution:
- Someone has Apple privacy turned on --> Apple privacy automatically opens an email, they don't click and purchase a product = Not attributed to klaviyo
- Someone has Apple privacy turned on --> Apple privacy automatically opens an email, they do click and purchase a product = Attributed to klaviyo
- Someone has Apple privacy turned off --> They manually open an email, they don't click and purchase a product = Attributed to klaviyo
@Tobi Chapman ah, got it. Yes, this makes sense. So there is still the questions of how many days. If we use opens (excluding Apple machine opens), I still feel like even 3 days is too long. We are sending campaigns about every 2 or 3 days. Thoughts?
@Dana Doron Gotcha. 3 days in this case is likely fine. It very much depends on how 'aggressive' you'd like to be with the attribution. Going too small may give false readings on Klaviyo's true attribution.
You should also consider other factors like what are you doing on the paid ads side of things and how will this influence attribution.
Happy to talk more about this in DMs!
@Dana Doron @Tobi Chapman - Just had a similar convo w someone else on this slack group.
Recommend seriously considering a tool like Aimerce. It’s specifically a Klaviyo attribution enhancer and helps you track all traffic on Safari, after the 7 day period. It then automatically includes the visitor’s email into the respective Klaviyo campaign flow.
They enhance Meta/Google ad campaigns event matching audience data too.
I’ve been recommending this product over Black Crow which I’ve found to work a bit like a black box. The thing I like about Aimerce is that it’s 1) much cheaper 2) much easier to implement, 15mins and you can forget about it 3) their dashboard shows you exactly how much revenue increase is coming from their tracking and attribution capabilities