SMS Attribution Explained
In this tutorial, you will learn the basics of SMS Attribution, why it is so helpful and how to configure the attribution settings in your SMSBump account.
What is Attribution and Why is it so Important
Attribution is the process of connecting user interactions to a specific marketing campaign, or, in other words - where and how your customers came across your product or service.
Since in most cases there is a time gap from the moment you decide to buy something and the actual purchase, marketers find it hard to measure the effectiveness of their campaigns and the professional platforms use the so called conversion windows - they help determine if a sale was in fact influenced by a specific campaign or not.
In terms of SMS, attribution will show how many people made a purchase on your store after receiving a text marketing message from your brand.
It is really important for merchants to track the efforts that brought the best results and try to improve their performance in future campaigns. And with the help of our advanced attribution model you’ll be able to measure the effectiveness of each SMS campaign, automation or flow you use.
How Attribution Works in SMSBump
Once you send out a text marketing message to your customers and they make a purchase within a specific time frame, we will attribute this exact sale to this exact message.
The SMSBump attribution model works with 2 possible scenarios:
- last delivered SMS: if a customer received a text message from you in the last X days.
- last clicked SMS: if a customer received a text message from you in the last X days and clicked on it.
We are attributing the order towards the event that occurred last - the latest customer interaction.
Our advanced attribution model helps merchants check whether incoming orders are a result of their SMS marketing efforts or not. It even digs a little deeper and shows the specific campaign, flow or automation that drove the conversion. Please note, that this is in case no discount codes have been used.
SMS Attribution and Discount Codes
If you use a discount code in your text messages, we will attribute its conversions depending on whether the code was generated in SMSBump or not:
- Scenario 1: If you send text messages containing unique discount codes, created in SMSBump, the results will surely be attributed to these exact messages. In this case the last clicked/last delivered SMS rule does not apply.
- Scenario 2: If you send text messages containing discount codes, created outside SMSBump (for example, in Shopify), the conversions will be attributed according to the last clicked/last delivered SMS rule.
How to Set up Attribution in SMSBump
We will now walk you through the process of configuring your SMSBump attribution settings.
Go to your SMSBump Settings from the Dashboard and click on the Attribution section.
From here on you can start setting up the SMS conversion windows and UTM tracking.
SMS conversion windows
Start off by choosing the time periods (conversion windows) for when a purchase on your store will be attributed to your text marketing initiatives. It means that if you send a text marketing message to a specific customer and they end up making a purchase from your store within the conversion window, their order will be attributed to the corresponding option you used to send the SMS: a one-off SMS campaign, an ongoing automation, or a flow.
There are 2 types of conversion windows: Last clicked and Last delivered.
- Last clicked: this setting will attribute orders in the last X days, after a customer with the same ID received a message from you and clicked on it.
- Last delivered: this setting will attribute orders in the last X hours, after a customer with the same ID received a message from you.
You can set each period between 1 and 10 days for clicked, and between 24 and 72 hours for delivered.
Pro tip: To get more accurate results, we suggest you use a small attribution window for delivered messages (24 hours) and a bigger window for clicked messages (7 days). This is also the default setting in your SMSBump Dashboard.
If an order comes in and the last event was a delivered SMS, but the SMS was received 2 days before the order, this won’t count as a conversion, since the conversion window of “last delivered” SMS is 24 hours.
If the same contact received and clicked on the text message 5 days before the order came in, then this is within the conversion window of “last clicked” SMS and will be considered as an attribution.
UTM (Urchin Tracking Module) is a simple code that you can attach to any custom link, in order to track key information - the main source of your web traffic, how visitors came to you and why. It is a great tool to measure the effectiveness of a specific marketing strategy or campaign.
With the SMSBump UTM builder you can create your own UTM parameters and automate the link creation process. That way the information you collect in your analytics solution will always be relevant and synchronized and your measurements - accurate.
You can start configuring your UTM parameters as soon as you enable the option from the drop-down menu.
There are 3 preset parameters you can use: utm_source, utm_medium and utm_campaign. You can also add more parameters of your choosing within the Add Custom Parameter field. Each parameter can work with 2 types of values: dynamic and static.
- Dynamic parameter values change according to the selected value. Choose between Event type, Event name, Event ID or different combinations.
Example: let’s say you created a BFCM Upsell flow and you want to track its effectiveness. Use its name under Event name (e.g. BFCM Upsell) or its ID under Event ID.
- Static parameter values: remain the same at all times. Choose between SMS, SMSBump or fill in a Custom name (e.g. BFCM SMS campaign).
The UTM tracking parameters will be automatically added to the URLs SMSBump is providing to merchants via short codes. These parameters will apply to all your links. You can preview the UTM link in the green box below.
Keep in mind that the link won’t look like that in the message, all links are automatically shortened to the following format: https://yourstore.smsb.co/XXXXXX.
Use the Add button to add more custom parameters (up to 5) that will help you track the performance of your SMS marketing efforts.
UTM tracking for pasted links
Although you can add your very own links and UTM’s in SMSBump, we highly recommend you check the box for UTM tracking for pasted links, because that way you will have the most accurate results from your SMS marketing efforts.
However, if you want to use your own UTM parameters when you paste links, simply uncheck the box.
When you are done configuring the conversion windows and the UTM parameters, don’t forget to click on the blue Save button below.
This was our quick tutorial on how to set up the SMS Attribution in your SMSBump account. If you have any questions, please feel free to contact us at all times!