Whenever your subscriber clicks on / views a push notification and makes a purchase within 72 hours, the value of that sale is attributed to the push notification sent from PushOwl.
Why do we use a 72-hour window?
Push notifications are very similar to Facebook's display ads. Both have similar appearances and subscribers interact with notifications and ads in the same way. In fact, our pricing plans were inspired by Facebook's model of display ads and impressions. We agree that it doesn't make sense to charge for notifications that your subscribers never saw and that's why we only count delivered notifications.
Any customer’s purchase journey is a complex process. Before a customer makes a purchase on your store, they go through multiple touch points. Here’s an example of a typical customer journey:
A customer comes across your ad on Facebook or Google. They show interest and follow your brand on social media. Then they sign up for your newsletter. After a few convincing emails, they purchase a product from your store.
It's very obvious that many channels influence a customer to go through with a purchase. So, even if they did purchase after that convincing email, the other channels played a role in turning the visitor into a customer. When there are multiple touchpoints (as shown in the example above), it can be very difficult to zero in on which channel had the most impact.
This is why we use the same attribution logic as Facebook ads. Push notifications have an impact on purchases, even if it doesn't happen immediately. We use the 72-hour window for attributing sales so we can accurately track which clicks converted to a sale.
If you want more data on your sales, you can also create a custom dashboard on Google Analytics. It lets you define the metrics and time periods that matter to you so you can track how your push notification campaigns perform. You can set your preferences. Some brands prefer counting a sale only if it happens in the same session while others have a time-based model ranging from a few hours to a few days.
If you have any questions or concerns regarding our attribution model, feel free to reach out to us via the in-app support or email us on firstname.lastname@example.org.