Enhanced Order Attribution

The enhanced order attribution model records a conversion when a contact opens or clicks a message delivery (email or SMS) and places an order using a matching email address or mobile number. The contact must complete these activities within the set time frame.

The following sections provide more details on how the enhanced model calculates conversions:

Source Field Value

Bronto offers an order data field that shows the source from which the order was made. Although you can set this Source field to any value, the enhanced order attribution model currently only considers orders where the Source field is equal to WEBSITE.

For more information on how to use the Source field, see the appropriate section, depending on your order import method.

Contact Identifiers

Contact records in Bronto must contain at least one email address or mobile number. Orders that are imported to Bronto follow the same requirements. However, both contact records and orders can consist of multiple contact identifiers.

The following chart explains how contact data received with orders affects contact data stored in Bronto:

Contact Data Received with Order Contact Data Already Stored in Bronto Result
Email address Contact exists in Bronto with the same email address. Bronto attributes the order to the contact record with the matching email address.
Email address No contact exists in Bronto with the same email address. Bronto creates a new contact record (with a status of transactional) using the email address from the order.
Mobile number Contact exists in Bronto with the same mobile number. Bronto attributes the order to the contact record with the matching mobile number.
Mobile number No contact exists in Bronto with the same mobile number. Bronto creates a new contact record using the mobile number from the order. The contact is not opted-in to receive SMS marketing.
Email address and mobile number Contact exists in Bronto with the same email address. Bronto attributes the order to the contact record with the matching email address.
Email address and mobile number No contact exists in Bronto with the same email address. A separate contact exists with the same mobile number. Bronto attributes the order to the contact record with the matching mobile number.
Email address and mobile number No contact exists in Bronto with the same email address or same mobile number. Bronto creates a new contact record (with a status of transactional) using the email address and mobile number from the order. The contact is not opted-in to receive SMS marketing.

Last Open/Click

A single contact may receive multiple message deliveries within a given time period. Consequently, that same contact may open and click multiple messages before placing an order. To determine which message gets attributed to an order, the enhanced model uses the last open or click before the order is placed.

By default, your account is set to only attribute last email clicks (and SMS clicks if applicable). If you want Bronto to consider email opens and clicks, you can check the box to include email opens in Settings > Platform Settings > Commerce > Order Settings.
Important: If you are using Data Loader or the REST API client to import order data to Bronto, include time zone information with all date values. This information helps ensure an accurate ordering of events. The wrong ordering of events may result in orders not being attributed to marketing activity.

Order Time Stamp/Attribution Time Frame

The Ordered field (or orderDate for the REST API client) in the order details represents the date and time that the order was placed. Bronto calculates a conversion if both the marketing activity and this order time stamp occur within the time frame you set in Settings > Platform Settings > Commerce > Order Settings.