About Mailchimp Attribution

Once you’ve connected your e-commerce store to your Mailchimp audience, you can use Mailchimp to understand how your marketing campaigns are impacting your sales. Mailchimp automatically assigns orders and revenue to the last message that your contacts interacted with. Use this information to discover which of your marketing emails and text messages are converted to sales.

In this article, you’ll learn about Mailchimp’s attribution and how it works.

Things to know

Here are some things to know about this feature.

• Mailchimp Attribution is automatically compatible with all e-commerce integrations.
• If you’re planning to send SMS campaigns, you’ll need to activate SMS. Check out About SMS Marketing with Mailchimp to learn more.

Definitions

Here are some terms you’ll come across in this article.

Attribution
A method of assigning credits to the marketing email or text message that led to a sale.

Attribution window
The period of time that we track clicks for a marketing method like email or text.

Integrations
A link between your Mailchimp account and another account you own that lets you share information between the two accounts. For example, if you link your Shopify store with your Mailchimp account, your Shopify customers are imported as contacts to your Mailchimp audience.

Last-touch attribution
A method of assigning attribution to the last marketing email or text message that a contact clicks.

How it works

Mailchimp’s attribution tracks your contacts’ engagement with your marketing emails and texts and assigns orders to the last message that your contacts interacted with. It’s automatic, which means you don’t have to enroll or activate any settings unless you want to customize your attribution windows.

For emails, our default setting is to attribute orders to a click if the order is placed within 30 days of the click. For SMS, our default setting is to attribute orders within 5 days of the click. You can customize these defaults on the Manage Integration page for your e-commerce app.

We track attributions using a last-touch model. If we see both email and SMS clicks, the most recent click within the qualifying time window will receive the attribution. Learn more about attribution models.

For example, if you’re using our default attribution settings and your contact makes a purchase within 30 days of clicking a link in your marketing email, we’ll attribute the order to the email campaign. If your contact doesn't make a purchase, then clicks a link from a text message, and finalizes the sale within 5 days of the SMS click, we’ll attribute the order to the text message. If your contact clicks a link from a marketing email, then clicks a link from a text message, then places an order outside of the 5-day SMS window but within the 30-day email window, we’ll attribute the order to the email.