Attribution shows which campaigns are most effective at driving conversion and revenue, effectively answering the question "What is marketing doing?".

If you have connected a data source (e.g. Shopify), your attribution settings will already be configured and set up.

Attribution window

The attribution window sets the amount of time after a message is sent that a conversion activity will be associated with the campaign. If you send messages frequently, we recommend reducing the attribution window to 1-2 days. The default attribution window is set to 6 days. The maximum window is 14 days.

Attribution model

The attribution model determines the "credit" given to each campaign when a conversion occurs within a specific attribution window.

Touch is an indication of an interaction by a person or customer with your product or communications, such as making a purchase or clicking an email message. Touch updates the First seen and Last seen data based on that activity for a person (contact) in your customer data platform (CDP).

Custom activities can be set up with Track as touch, which allows you to choose whether or not to count the activity as a touch (by enabling or disabling Track as touch).

Touch tracking for system activities is set by Ortto based on what the activity is. For example, touch is:

  • tracked for Clicked email, because it indicates an interaction from a contact
  • not tracked for Sent email, because it is not initiated by your contacts.

You can enable Track as touch when creating a new activity, or when viewing an existing custom activity. Learn more about editing custom activity touch tracking under Managing activities. System activity touch tracking cannot be edited.


How it works

Last touch (default)

This looks back at the last campaign that a person received (was delivered) within the attribution window and gives 100% credit for the conversion to that campaign.

First touch

This looks back at the first campaign that was delivered within the attribution window and gives 100% credit for the conversion to that campaign.


All the campaigns delivered during the attribution window are given equal credit for the conversion. For example if the person received 5 campaigns over a 6 day attribution window and then converted, each campaign would be credited 20%.

Time decay

Campaigns during the attribution window are weighted highest based on the closer they were to the point of conversion. If there was 4 campaigns sent during the attribution window a weighting might look like this: 5%, 10%, 35%, 50%

Position based

Campaigns are given credit in the attribution window with 40% to the first and last campaigns delivered and the remaining 20% is distributed evenly between the middle campaigns.

Touch triggers

For each of the available campaign asset types (email, SMS, and push notifications), select the activity you wish to count as "touch" in the attribution model.

You can set a touch activity as a message or notification:

  • Delivered,
  • Opened, or
  • Clicked.

NOTE: Attributing touch to the Opened activity is unavailable for SMS and push notifications.

Types of activities that can be attributed

The following types of activities can be attributed:

  • Activities with no value
  • Activities with a value
  • Activities with a value and e-commerce meta

Activity to attribute

This activity is set as the default on all campaigns. It can be changed at an individual campaign level.

You can make your activity attribution more specific by adding attributes. This can be handy where you want to see specific results of a campaign, such as flights booked (activity) where the destination is London (attribute) after a promotion on flights to the UK.

Click Where to add activity attributes.

If you add more than one attribute, you can click to toggle the AND/OR operator/s to modify your filter.

Value label

The value label designates the type of value to attribute:

  • Revenue
  • MRR (Monthly recurring revenue)
  • ARR (Annual recurring revenue).

This has no impact on the value or the way attribution functions but allows for customization depending on the business type. For example SaaS business models default to MRR after setting up your account.

If there is a custom activity field you wish to use as a value attribute, you can set this up using the appropriate API call.