Reporting · 1 min read
Email Campaign Conversion Metrics
What an email conversion is
An email conversion happens when someone opens or clicks your email and then completes a goal, such as a purchase, within a set time.
How attribution works
- FunnelStreams uses last touch attribution. A purchase is credited to the most recent email campaign the contact opened or clicked.
- The default attribution window is 5 days. A purchase made within 5 days of the last open or click is credited to that email.
- All orders that appear under Payments are considered for attribution.
For example, if a subscriber opens your email on day 1 and buys on day 4, the sale is credited to that email. If they buy on day 12, it isn't.
View revenue from a campaign
- Go to Marketing → Emails → Campaigns and find your campaign.
- Click the three-dot menu next to it and select Statistics.
- Click Load more Statistics.
- In the Conversion section, see Total Revenue Generated and revenue per recipient.
- Open the Ordered tab to see who bought and how much they spent.
Change the attribution settings
- Go to Marketing → Emails → Campaigns.
- Click the gear icon to open the settings.
- Change the attribution window to match your sales cycle: shorter for impulse buys, longer for considered purchases.
- Choose what conversions are Attributed to:
- All Campaigns (default): track conversions across all campaigns
- Product Element Specific: credit conversions only to campaigns that feature products
Read the numbers
- Conversions: purchases credited to the campaign
- Conversion rate: conversions divided by delivered emails
- Revenue: total value of credited purchases
Use these to compare campaigns and see which content drives sales, not just opens.