When your subscriber views / clicks on a particular push notification and completes a purchase within 72 hours, the revenue is attributed to that notification sent from PushOwl.
Why do we use a 72 hour window?
Firstly, push notifications are very similar to Facebook's display ads in terms of their appearance and how subscribers interact with them. In fact, Facebook's model of display ads and impressions is what inspired our pricing model which is also based on impressions.
It doesn't make sense to charge for something which your subscribers never saw, and that's why we only count those notifications against your plan which were delivered and created an impact for your business.
With e-commerce evolving the way it is these days, there are multiple touch points which lead to a potential customer actually going through with a purchase on your store. Let's look at a typical conversion flow. First the potential customer will come across one of your Facebook or Google Ad. If they show interest, they will follow your brand on social media, and then sign up for email marketing. And after a couple of emails from your end, they purchase a product from your store.
Now, there were so many different channels involved in influencing the customer to actually go through with a purchase, starting with the Facebook ads. So even if the sale actually happens a few minutes after an email was sent out, the other channels like Ads, social media posts, etc all played a part in the purchase. Due to this, it's extremely difficult to figure out which channel had the most impact.
This is why we use the same attribution logic as that of Facebook ads. Push notifications have an impact even if the purchase actually doesn't happen immediately. And that's why our model uses a 72 hour window for attributing sales.
By creating your own custom dashboard in Google Analytics, you can define what metrics or time periods matter to you, and then track the performance of notifications accordingly. Certain 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.
Check out this article to see how one of our merchants is using Google Analytics to track the performance of PushOwl. If you have any questions or concerns regarding our attribution model, feel free to reach out to us via the in-app support or on firstname.lastname@example.org