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Email attribution for newsletters

For newsletters, Xendy looks at everyone who has opened the email or clicked in it. If that recipient makes a purchase within 5 days of sending, the full revenue (100%) is attributed to the newsletter. This period is fixed and cannot be adjusted.

Email attribution for email automations

With email automations, you have more control over how revenue is attributed. You can adjust the following settings:

  • Percentage: determine at Revenue attribution what portion of the revenue you assign to the email. For a direct discount campaign, you can set this to 100%, while for campaigns targeting active customers you might choose a lower percentage.
  • Period: choose at Include orders up to ... days after sending each email how long after sending revenue is still counted. For quick campaigns you can set a short period; for products with a longer decision period, a longer one.
  • Include revenue when: choose Always or Customer has clicked in the email. With the second option, revenue is only counted when someone has actually clicked in the email.
  • Products: choose at Include products in revenue whether all products count, or only the products shown in the email.

An abandoned cart email, for example, focuses directly on one product, while a reactivation campaign is often broader and can influence multiple purchases.

Setting up email attribution in Xendy

  1. In the left menu, select Email automations.
  2. Open the desired email automation by clicking on its name.
  3. Click Settings in the top right corner (to the left of the 'Start' and 'Stop' buttons). The automation needs to be inactive before you can make changes.
  4. A pop-up will open where you can configure the attribution settings from top to bottom.
  5. Click Save at the bottom and then start the email automation.

When will you see revenue?

Xendy calculates revenue once a day in the morning. This means you won't see the first significant revenue in your dashboard until 48 hours after sending an email.

Multiple emails to the same customer

An order is always attributed to at most one email. The first newsletter or email automation that meets all the conditions gets the order assigned; other emails cannot claim that same order afterwards. This way, revenue is never counted twice.

Frequently asked questions

Xendy looks at everyone who opened the email or clicked in it. If that recipient makes a purchase within 5 days of sending, the full revenue is attributed to the newsletter. This period is fixed.

An order is attributed to at most one email: the first newsletter or email automation that meets all conditions claims the order. This way, revenue is not counted twice.

  • Use a shorter period (e.g. 3-7 days) for fast-selling products or time-sensitive promotions.
  • Use a longer period (e.g. 14-30 days) for high-value items or longer decision-making cycles.
Joeri Ras

Written by

Joeri Ras

Founder & co-owner @ Xendy

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