Say hello to our newest marketing attribution model, Total Impact. This model utilizes First-Party Pixel Data and Post-Purchase Survey Data through Machine Learning and Artificial Intelligence.
Table of Contents
How to improve your survey response rate
How to connect a post-purchase survey to unlock Total Impact
Introduction
From the data loss caused by iOS14, to the sunsetting of GA’s Universal Analytics, we all understand the importance of collecting first-party data and consolidating your stores metrics into a single space. This was the premise behind Triple Whale 1.0.
Using our proprietary algorithm, Triple Whale has the ability to identify patterns and predict customer behavior, so that you can create more targeted campaigns, improve customer engagement, and ultimately drive more sales.
We know that prospecting channels such as TikTok and Facebook are likely driving Google search results and direct website visits. Now, with Total Impact, we can use a multitude of data points to determine just how much impact those prospecting ads are having on your business.
This will give you clarity around your current advertising investments, a deeper understanding in which tactics are winning (or losing), and clarity into future marketing tests.
How it Works
Total Impact utilizes First-Party Pixel Data and Post-Purchase Survey Data, combined with our proprietary algorithm created using Machine Learning and Artificial Intelligence.
In this model, your store’s revenue will be distributed to each channel, campaign, adset, and ad based on a weighted model that aims to attribute revenue according to which channels provide the most impact on the purchase decision.
We know that prospecting channels such as TikTok and Facebook are likely driving Google search results and direct website visits. Now, with Total Impact, we can use a multitude of data points to determine just how much impact those prospecting ads are having on your business.
By combining this data, the model can identify which channels and campaigns had the greatest impact on customer behavior and revenue.
When to use Total Impact:
Use Total Impact when you want to visualize the weighted success of your marketing sources, channels, campaigns, adsets and ads, with your store’s revenue distributed based on which channels provide the most impact on the purchase decision.
Total Impact is similar to an MMM, where aggregate data is used to determine which channels and campaigns are responsible for the most revenue to your store over a period of time.
Because of this, we suggest reviewing the model with the last 7 days selected, as your most recent marketing activities will not skew the models output.
Don't have enough data?
If you are seeing a message like the above when selecting the Total Impact model, it means that your store doesn't have enough post-purchase survey data for the model to provide a statistically significant output.
What can you do?
Check your post-purchase page (/thank-you) in your checkout flow to ensure your survey is present.
Check to see if any other 3rd party apps are placed above your survey. Often times, upsell offers will be placed above the survey, leading to lower response rates.
Ensure your submit button is present and easy to see
You should aim for a 30%+ response rate.
*Important: Triple Whale will need to collect at least 7 days of PPS data to power the model.
Don't have a post-purchase survey?
If you're seeing a message in your Pixel table requesting that you connect or install a post-purchase survey, here's what you can do.
Install Triple Whale's free post-purchase survey
Connect or sign up for one of our partner Post-purchase survey tools. If you already have an account, you can connect it to Triple Whale by click, here.
*Important: Triple Whale will need to collect at least 7 days of PPS data to power the model.
Q&A
Q: Why do I have orders attributed to "Excluded"?
A: The following types of orders are excluded from Triple Whale's attribution
$0 Orders
Shopify Draft Orders
POS (Point of Sale) Orders
Customer Journey is Too Long (more than 100 external touch points)