Depending on the product or service your consumers are interested in, every consumer has a different buying cycle. Some will instantly purchase a product while others will take their time, engage with you, research additional websites, and only then come back to purchase
As a campaign manager, you want to identify which engagement made your visitor convert; was it due to a chat, message or content engagement? Was the engagement in the current session or a previous one? LivePerson uses a cross session period and an attribution model to do this.
The cross session period is used to determine the window of influence in which your engagement with the visitor assisted them in completing their journey. Following the engagement, visitors may require time to decide which product or service is right for them, or may wish to involve others in the purchasing decision.
When the customer returns to your site to complete their goal, if the event occurs within the window of influence (the time you deem as an appropriate period to allow the customer to reflect on your engagement), the conversion will be credited to either a campaign or agent in LivePerson. In the case of a visitor being exposed to a content banner as well as participating in a chat or Web Messaging conversation, the conversation will always get the credit for the conversion.
Conversions are reflected in your reports and are calculated based on the date of the interaction that caused them to convert (and not when the visitor actually converted). The conversion period includes all the events that contributed to the conversion during a given time period. The default period is 31 days. You can define the conversion period for up to 31 days before the conversion was made (see instructions below).
Recommendations
- Choose longer conversion periods if your visitors are likely to take their time before making a decision. For example, consumers usually take more time when buying expensive products or services. In this case, set the time frame to the maximum (31 days), so you can attribute the purchase (conversion) to the chat or Web Messaging conversation or content that took place at the beginning of the time period.
- Choose shorter conversion periods if your visitors are likely to make a purchase quickly. For example, visitors are more likely to purchase flowers the same day they search for them.
In addition, LivePerson uses the attribution model, which is a set of rules that determine which agent / campaign gets the credit for the conversion. If the visitor conversed more than once, you can choose which agent gets the credit by setting the attribution model to first or last interaction (see instructions below). By default, the last agent gets the credit for the conversion. Similarly, if a visitor was exposed to more than one content engagement of different campaigns, the last content engagement will get the credit for conversion.
Any change you make to the attribution model or time period takes effect immediately and impacts your current and historical conversion and revenue reports.
Configure your account’s cross-session period
- Go to the campaign list.
- From the footnote, set the cross session period. This is the number of days you want to track visitors who return after a campaign exposure.
Configure your account’s attribution model
- Go to the campaign list.
- From the footnote, set the conversion attribution model to first or last. This is to determine which agent will get the credit for the conversion, or in case of content banners, the first or last banner the visitor was exposed to.
Sales Attribution on Third \-Party Channels
Sales Attribution feature for third-party messaging channels extends the existing attribution capabilities available for web and in-app messaging to conversations that take place on third-party messaging channels. Sales Attribution allows brands to capture interactions after a consumer left the conversation (e.g. on WhatsApp) and went on to open your brand’s website to buy a product or perform another action that triggers an engagement attribute.
The solution leverages the existing campaigns framework of the Conversational Cloud platform and its reporting capabilities, and is currently supported on WhatsApp, Apple Messages for Business, SMS, GBM and Viber.
How it works
Once the Sales Attribution feature is enabled on your account, the LivePerson messaging connector creates a unique Visitor in the LivePerson monitoring system for each new conversation. This Visitor entity is similar to the one that is used for tracking Website Visitors, and allows the messaging connector and other systems to report engagement attributes such as shopping cart updates, product views, or transactions.
As soon as an agent or bot is directing the consumer to the brand’s website by sharing a URL, the messaging connector appends the unique Visitor ID to it. On the website, the LivePerson Web Tag will recognize the ID and will use it whenever a new engagement attribute is reported.
Step 1:
Consumer messages a brand on a third-party messaging channel (in this case SMS)
Sales Attribution - Consumer messages a brand on a third-party messaging channel (SMS)
Step 2:
The agent sends a URL to the product page. The system automatically appends the unique user ID to the URL for tracking (see highlighted portion of the URL below).
Sales Attribution - Unique user ID appended the URL for tracking
Step 3:
The consumer follows the link and performs the transaction. In the background, the website is set up to report the transaction using the LivePerson Web Tag.
Step 4:
On the agent side, the transaction is captured in the Consumer Info widget. The transaction will be available in both the Analytics Builder and the Messaging Interactions API.
Sales attribution transaction captured in the Consumer Info widget.
Prerequisites
Your website must have the LivePerson Web Tag deployed and must report engagement attributes for web visitors.
- You must use a third-party connector in your account (e.g. WhatsApp)
- Your account needs to be set up for unauthenticated messaging in order to create unauthenticated engagements
Limitations
- You can only create a single campaign and engagement per third-party channel
Enablement
Your account team can help you to enable this feature for a specific channel. In order to leverage the feature, a new unauthenticated engagement with the connector as a “source” needs to be created. Please note that enabling this feature might overwrite existing routing logic that has been set up for your 3rd party conversations.
In the example below, a new engagement for WhatsApp will be created:
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