Attribution is the link between a marketing message and the booking that followed. It is what lets the Marketing Dashboard report revenue next to sends, opens, and clicks.

Attribution in Insights applies to broadcasts. Journeys are reported on engagement, meaning sent, opened, and clicked, and their Attributed Revenue column shows 0.

A booking is attributed to a broadcast when both of these are true:

Bookings outside the window are not attributed, even where a broadcast may have influenced them.

The window is a filter on the Marketing Dashboard, labelled Attribution Window (days). Pick a comparison, then type a number of days.

The comparisons available are: is equal to, greater than, less than, between, is not equal to, not between, greater than or equal to, less than or equal to, is null, is not null, and matches a user attribute.

The dashboard opens on less than or equal to 30. That default is wide enough to catch most of the influence on a hotel booking, and short enough to avoid attributing every booking to every campaign, which makes it a reasonable starting point for hotel marketing.

Change it when your booking behaviour does not match that assumption. A city-centre property taking mostly short-notice bookings may learn more from 7 days. A resort where guests book months ahead may want a longer window. What matters is that you choose one and stay with it, because a longer window will always produce a larger revenue figure simply by including more bookings.

The window applies to the Broadcast revenue tile and the Attributed Revenue column together, so the two always agree.

Changing the window does not solve the multi-touch problem. If a guest receives several broadcasts before booking, that booking is counted against every broadcast they received inside the window. Narrowing the window reduces how many broadcasts qualify, but any booking that still has two or more qualifying broadcasts is still counted more than once.

This is the double count described in Broadcast revenue: how the number is calculated today.

Which window should I use?

Start at the default of 30 days. If you know your average booking lead time, compare it against a window close to that figure and see whether the picture changes. There is no single correct answer, and the value is in being consistent rather than in finding the perfect number.

My revenue figure changed when I changed the window. Did something break?

No. That is the filter doing its job. The figure answers "how much booking value came from guests who received this broadcast within X days", and you changed X.

Does the window affect sends, opens, and clicks?

No. Those are counted from the Metrics Date period. The attribution window only affects revenue.

Can I set a different window per property or per campaign?

Not from the dashboard. The window applies to the whole view. To compare two windows, set one, note the figures, then set the other.

Why do journeys not get attributed revenue?

Attribution currently applies to broadcasts only.

Open Talk to Us in the left menu of the platform, or email support@bookboost.io.