Attribution is the link between a marketing touchpoint and the booking that followed. It is what lets the Marketing Dashboard report revenue alongside sends, opens, and clicks.
What attribution applies to
Attribution in Insights applies to broadcasts. Journeys are reported on engagement (sent, opened, clicked) but do not currently report attributed revenue in the same way.
The current model
A booking is attributed to a broadcast when both of these are true:
The guest received the broadcast before booking, and
The booking happens within 30 days of receiving it.
Bookings outside the 30-day window are not attributed, even if a broadcast may have influenced them.
The multi-touch issue
If a guest receives several broadcasts before booking, the booking is currently counted against every broadcast received in the window. This is the broadcast double-count described in Broadcast revenue: how the number is calculated today.
Why a 30-day window
A 30-day window is wide enough to catch most influence on a hotel booking, and short enough to avoid attributing every booking to every campaign. It is a reasonable default for hotel marketing.
Custom attribution windows
The window cannot currently be customised in the product. If you need a different window for a specific analysis, raise it with your Account Manager or the support team.
Need help?
Contact us through the Talk to Us option on the left menu in the platform, or email support@bookboost.io.