Revenue Tracking and Attribution

Introduction /

Able Customer Data platform offers a reliable and robust way to report on revenue sources by providing a simple way to report on tracked customer journeys.

Able's reporting implements first-touch attribution that links subsequent purchases with first marketing interaction using server-side tracking data by associating customer activity on the website and in back-office systems such as CRM and payment system so that the complete lifecycle of the customer can be understood.

All collected data is available in the Able CDP dashboard by clicking the "Explore" button next to a summary chart on its main page ("Funnel" tab).

Reports consist of the following sections.

Settings Menu

Upper section of the page displays currently selected reporting settings that can be adjusted as required.

Conversion event dropdown. "Purchase" event is selected by default to report on revenue, however, other conversion events can be selected to report leads or activation events instead.
Value-Count switch. When "Value" is selected, the chart displays total value of the selected conversions, converted to the current funnel currency (USD by default) using exchange rate at the time of conversion. "Count" will display number of conversion events instead. The switch changes its setting automatically when a new event type is selected.
Acquisition-Transaction switch. Toggles reporting between being based on the date of acquisition (first click) or transaction. Transaction date attribution is helpful to understand sources of revenue in each month and is analogous to how e-commerce revenue is reported in Google Analytics (Able, however, uses first-touch attribution and doesn't limit campaign attribution window, so the data would normally differ). Acquisition date attribution displays accumulated revenue (lifetime value) for each customer acquisition period. This setting is used to measure return on ad spend and is similar to reporting provided by ad platforms, however, Able CDP displays revenue accumulated during the entire customer lifetime rather than last 7-90 days as is common in ad platforms.
The Resolution selector allows users to change the granularity of the time scale between months, weeks and days, helping to smooth irregularities.
The Segment selector toggles between grouping conversions by source/medium UTM parameters (currently, the reports use explicitly present UTM parameters and the implied values such as "organic" or "direct aren't available at the moment), campaign or referrer URL or landing page URL.
The "Copy link" button copies link to the currently selected report (authorization required to access).

Chart and Data Table

Chart displays the most significant segments. Moving mouse cursor over the lines would display a tooltip with their respective values. Clicking a data point (data bar) would load the detailed data table for the selected segment.

Note: the chart uses entire viewed period to filter insignificant segments for clarity when too many segments are present. This may cause unexpected results, for example, hiding a campaign that had significant weight in the last month because it was insignificant in the span of the entire year.

The data is displayed using a line chart for past periods and bar diagram for the current (incomplete) period.

When no segment is selected, the data tables present conversions numbers and amounts (converted to the funnel currency) for each period and segment.

Selecting a segment by clicking its name in a table or a corresponding data point on chart will bring up a list of the individual conversions that comprise the segment together. Clicking on a conversion will display the corresponding customer's journey. The list can be exported by clicking the "CSV" button; exported data will include additional details hidden from the table for clarity.

Data Sources and Attribution

The reports determine sources using UTM parameters. The source of the customers who accessed the website without UTM parameters in the URL will be shown as '(not set)'.

For the details, see examples explaining how to set up UTM parameters in various ad platforms: