Campaign Attribution
How Tanqory attributes orders to email campaigns: click-through window, attribution model, conversion definition. Each choice changes the ROAS story.
On this page
Campaign Attribution is how Tanqory decides which campaign gets credit for an order. The choice of model + window changes the ROAS picture dramatically. Configure deliberately + apply consistently.
You'll work at /admin/store/{storeId}/marketing/email/attribution.
Before you begin
- Go to Marketing, open Email, and select Attribution.
- You have View marketing campaigns permission.
- You've thought about your funnel length.
Attribution model choice
| Model | Credit assignment | Best for |
|---|---|---|
| Last-click | Order credited to the most recent click | Simple; standard |
| First-click | Order credited to the first click | Awareness campaigns |
| Linear | Equal credit across touches | Balanced |
| Time-decay | More credit to recent touches | Conversion-weighted |
Attribution window
| Window | When credit applies |
|---|---|
| 24 hours | Strict: only clicks within 24 hours of order |
| 7 days | Common default |
| 30 days | More inclusive |
| 90 days | Long-funnel categories |
Conversion definition
| Definition | What counts |
|---|---|
| Any order | Click-then-any-order |
| Same product | Click-then-order containing the linked product |
| Same email recipient | Click-then-order from same customer |
Steps
1. Open Marketing > Email > Attribution
2. Pick attribution model
Most stores: last-click.
3. Pick attribution window
Most stores: 7 days.
4. Pick conversion definition
Most stores: any order from the same customer.
5. Save
Applies prospectively. Historical campaigns may not retroactively recompute.
6. Compare against ad attribution
Email attribution interacts with ad attribution. Make sure they're consistent (e.g., both 7-day windows).
7. Read ROAS through this lens
Per-campaign attributed revenue ÷ campaign send cost = ROAS.
Verify the result
- Model + window + definition saved.
- Campaign ROAS reflects the choice.
- Consistent with ad attribution where applicable.
Best practices
- Last-click for most stores: easy to explain.
- Match window to funnel length.
- Consistent across channels for fair comparison.
- Don't change frequently: kills cross-time comparison.
Common mistakes
- Mixing models across channels: fair comparisons impossible.
- Too-short window for slow-funnel categories.
- Frequent changes kill trending analysis.
- Confusing email attribution with ad attribution.
If something goes wrong
- ROAS unexpectedly low: verify model + window match your assumptions.
- No attribution showing: verify the campaign actually sent + customers clicked.
- Permission denied: your role lacks View marketing campaigns.
Next steps
Related articles
Still stuck?
- Ask Tanqory AIAsk in your own words. It answers from these articles and links the ones it used.
- Ask in your adminThe assistant in your Tanqory admin answers and makes the change for you once you confirm.
- Contact TanqoryWrite to our privacy, security or legal teams, or talk to sales about a plan or a move.