Attribution Rate

Attribution Rate in e-commerce evaluates which channels drive conversions, like purchases or sign-ups, shedding light on effective marketing segments.

Attribution Rate in ecommerce is a sophisticated calculation intended to designate which channels (Email marketing, google or facebook ads SEO, etc.) are leading to conversions - that is, persuading a user to take a beneficial action like making a purchase, signing up for a newsletter, or filling out a form. In essence, it analyzes which segments of your marketing strategy are proving most fruitful.


  • Attribution Rate isn’t calculated using a single standard formula due to different attribution models such as last touch, first touch, linear, time-decay, and position-based. However, a generalized formula could look like this:
  • Attribution Rate (%) = (Number of Conversions from a Channel/Total Number of Conversions) * 100


Suppose your ecommerce store received 500 conversions in a month. Out of these, 200 conversions resulted from email marketing. The Attribution Rate for email marketing would thus be, (200/500)* 100 = 40%.

Why is Attribution Rate important?

Attribution Rate has immense significance in ecommerce. It helps you quantify the direct impact of your marketing efforts. By understanding what marketing channels are effectively leading to conversions, you can optimize your marketing budget and strategy. It also assists in identifying and focusing on high-performing channels, thereby increasing ROI.

Which factors impact Attribution Rate?

To enhance the Attribution Rate, invest in the channels that bring more conversions. However, it's also essential to continuously test and optimize various marketing strategies. Employ different attribution models to get a holistic view of your marketing performance. Furthermore, personalizing content for customers can lead to an enhanced customer experience, thus boosting conversions.

How can Attribution Rate be improved?

Several factors impact Attribution Rate, including complexity of the product, length of the buying cycle, choice of marketing channels, customer behavior, and the attribution model used.

What is Attribution Rate's relationship with other metrics?

Attribution Rate links to several other ecommerce metrics. It can affect Customer Acquisition Cost (CAC) since better attribution can lead to optimized marketing spend. Additionally, it correlates with Return on Ad Spend (ROAS) as improved attribution can direct funds towards higher-performing channels, thereby improving ROAS. It can also influence Customer Lifetime Value (CLTV) as knowing which channels generate loyal customers can enhance CLTV.

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