1. Introduction
This document outlines how BIK attributes revenue from orders across its 3 sub products: Campaigns/Broadcasts, Automation/Journeys, Widgets/Pop Ups.
To ensure precise calculations, we count each order only once, even if it is attributed to multiple journeys/campaigns/popups.
2. Campaigns/ Broadcast
Our campaigns and broadcasts use a 7-day attribution window from the message click, open and delivery date for all channels - WhatsApp, Email, and SMS (SMS only in India)
3. Automation/Journey Revenue
For automation revenue, we currently use a 7-day attribution window from click, open and delivery date for all channels including Whatsapp, Instagram and Email (+SMS in India)
Just for CTWA, our order attribution is conversation started and bought something within 72 hours. This is in line with Meta’s free conversation window for 72 hours in case of CTWA
4. Popups/Widgets
If a customer places an order using a promo from any of our lead generation widgets, such as spin the wheel or scratch cards, we attribute the order/revenue to the corresponding widget.
5. UTM-Based Attribution:
The UTM used are
UTM source as BIK,
UTM campaign as campaign name (broadcast name) or Journey name
UTM medium is the channel of journey - whatsapp/IG/email
6. Message cost:
You can set a cost for SMS in revenue attribution
7. Attribution Type
Click Based: attributes orders to a message if placed within a specific window after a customers clicks a link in the message.
Delivery Based: attributes orders to a message if placed within a specific window after delivering a message to a customer.
Open Based: attributes orders to a message if placed within a specific window after customer opening a message.
8. How to track UTM attribution on Shopify for validating
You can track the orders/revenue attributed to Bik, based on UTM parameters on your Shopify dashboard
Visit this link - https://www.shopify.com/admin/reports/sales_attributed_to_marketing
Apply the filter for UTM parameters (we pass the UTM source as Bik, UTM channel as the messaging channel {WhatsApp etc.} and the UTM campaign name as the campaign or automation name)
OR
Go to the 'Reports' section under the 'Analytics' tab on your Shopify dashboard
Open the 'Sales attributed to marketing' report (https://www.shopify.com/admin/reports/sales_attributed_to_marketing)
Apply the filter for UTM parameters (we pass the UTM source as Bik, UTM channel as the messaging channel {WhatsApp etc.} and the UTM campaign name as the campaign or automation name)
You can assume this to be the source of truth as per UTM-based attribution
Please note that BIK attribution works on 7 days click (also standard practice across most marketing automation platforms) while Google/shopify analytics use last touch attribution. Thus the data from both will never match exactly
Revenue attribution methodologies supported by shopify.
If any click is selected, it is likely that BIK attribution will match with shopify data.
9. BIK Revenue Attribution Dashboard
The BIK Revenue Dashboard allows you to check the contribution of BIK revenue with respect to the overall revenue, as well as the contribution of each vertical.
Link to Dashboard: https://dashboard.bik.ai/analytics?tab=bik+revenue
Read more about attribution (general information) here - https://www.shopify.com/in/blog/marketing-attribution
10. Changing the revenue attribution duration
Now BIK users can change the revenue attribution window, by default it is set as 7 days.
Please note that we have an option to change the attribution type from ‘click’ to ‘open’ or "delivery".
FAQs
1) If a link is present in the body of the template, does BIK still capture the link click and attribute revenues?
Yes all BIK generated short URLs are used for analytics
For further assistance or to raise feature requests related to BIK Revenue Attribution, please contact [email protected]