The Revenue Attribution Page

Overview

The Revenue Attribution page utilizes an algorithm based on Sessions to identify and quantify the key influences driving weekly revenue changes. These factors are grouped into two categories: Experience Influences (Performance and Stability) and Marketing Influences (Sessions, Average Order Value, and Intent). Together, they contribute to the overall Revenue Influence.

As a best practice, select a meaningful comparison date, such as the rollout of a performance improvement, to compare revenue metrics from the week before and after the change. By default, this report runs once everyone week on Monday.

Example report: 

PLEASE NOTE: All devices includes tablet, but this is not included as it's own category. This means that selecting both "Desktop" and "Mobile" will NOT show data for All Devices (it will exclude Tablet).

Introduction to Revenue Attribution Influences

This report breaks down five distinct influences into two categories: Experience Influences (Performance and Stability) and Marketing Influences (Sessions, Average Order Value, and Intent). Each influence is measured in terms of the revenue it generated, isolating its impact by controlling for the other four factors. The combined effect of all five influences represents the total Revenue Influence.

Experience Influences

Revenue attributed to Experience Influences reflects changes, positive or negative, in the user experience and how users perceive the page. These influences are evaluated in terms of Performance and Stability, and their combined impact is summed to represent the total Experience Influence.

Experience Influences Example:

In this example, there was a slight improvement in onload timing. This slight improvement resulted in:

• Many sessions benefiting from an improved performance

• A slightly higher (improved) conversion curve

Many sessions transitioning into a higher conversion curve area indicates higher revenue.

A flattened conversion curve, where most sessions convert at a similar rate, is also a desirable outcome. This indicates consistency in the user experience, even under varying conditions.

Since not all performance-related issues are within the website owner's control, it's important to optimize for users who may not receive an ideal experience. This can be achieved by prioritizing the loading of key elements, enabling earlier user interaction, displaying background content progressively, and clearly communicating delays when performance is slow.

Marketing Influences

Revenue attributed to Marketing Influences is associated with changes in the market, price, product, or promotion. These influences are evaluated in terms of Sessions, Average Order Value, and Intent, and their combined impact is summed to represent the total Marketing Influence.

Marketing Influences Example:

Consider a scenario where a marketing campaign is well-executed but promotes the wrong product for the target audience. In this case, the report would likely show an increase in Sessions (more users visiting the page), but a negative value for Intent, as those visitors are not converting. This indicates a mismatch between the audience and the offering.

The Revenue Attribution Report

Section 1: Revenue Attribution

The top section of this report shows the calculated Revenue attributed from each influence. It is a display of the data in sections 2 and 3 in one succinct location.

Please see the Device Selection section of this article to see how to change which devices are visible on the page.

KPI Change

This section of the page uses all of the filters that are applied EXCEPT FOR SELECTED PAGE NAME. This is the actual measured revenue and measured KPI differences week over week.

Sessions

This is the actual measured difference in the number of sessions week over week. A positive number indicates an increase in sessions from the previous period and a negative number indicates a decrease in sessions for the previous period.

Average Order Value

This is the actual measured difference in Average Order Value week over week. A positive number indicates an increase from the previous period while a negative number indicates a decreased from the previous period.

Conversion Rate

This is the actual measured difference between Conversion Rate week over week. A positive number indicates an increase in Conversion Rate from the previous period while a negative number indicates a decreased from the previous period.

This is measured in basis points which represents the direction of conversion rate percentage in hundredths. One basis point is 1/100th of a percentage.

Revenue Per Session

This is the actual measured average of revenue per session week over week. A positive number indicates that there is an increase in average revenue per session from the previous week while a negative number indicates a decrease.

Section 2: Revenue Attribution by Platform

This section displays Influence data broken down by platform (device). Each bar in the chart represents an individual influence, while the whisker represents the revenue attributed to the Influence Group.

The legend below the chart identifies which color corresponds to each influence. Hovering over a bar or whisker will display the exact value it represents.

The bar direction indicates performance; bar extending to the right (green) represents a positive change from the previous period while the bar extending to the left (red) represents a negative change from the previous period.

Please see the Device Selection section of this article to see how to change which devices are visible on the page.

Section 3: Revenue Attribution by Page

This section shows Influence data on a page by page basis in both a bar chart and table format. This section will allow you to look at how Influences are impacted on specific pages on your site to determine if one page is impacting Revenue more than others. You can find the table format underneath the section of page level bar charts on the page.

Each bar in the chart represents an individual influence, while the whisker represents the revenue attributed to the Influence Group.

The legend below the chart identifies which color corresponds to each influence. Hovering over a bar or whisker will display the exact value it represents.

The bar direction indicates performance; bar extending to the right (green) represents a positive change from the previous period while the bar extending to the left (red) represents a negative change from the previous period.

Please see the Device Selection section of this article to see how to change which devices are visible on the page.

Scaling is not applied to data at the page level.

Chart example:

Table example:

Navigating the Report

Left Navigation Menu

To find the report in the Left Navigation menu, click on Business Insights → Improve Conversion → Revenue Attribution. You can also use the search bar at the to of the menu to search for the report.

Please see our documentation on our Left Navigation menu, for more information.

Filtering

To adjust the data displayed in your Revenue Attribution report, click the filter icon located in the top right corner of the page.

Updating the filters will automatically trigger a new report to run after you press the “Save & Run Report” button. You can choose to give this new report a custom name, or it will be saved with a default name that includes the site title and the date of performance change that you are measuring.

All filters will impact the entire report, except page name. Page name will not impact the KPI Changes column.

Running a New Report

By default, he Revenue Attribution report runs automatically at the start of each fiscal week. When a new report is generated, the initial processing may take 5 to 20 minutes to complete. This delay only occurs during the first run; subsequent views of the same report (accessed via the report selection dropdown menu) will load instantly.

For details on how to run a report with updated filters, please refer to the filtering section of this article.

Report Selection

Each report you run can be found in the drop down menu located in the top left of the page. After clicking on the drop down menu, you can see a list of all the reports that have been previously run. To change reports, simply click on the one you want to look at and that report with its associated filters will load on the screen.

Device Selection

All influences can be broken down by Desktop, Mobile, or All Devices. You can decide which devices you want to display on your report by clicking the device buttons in the top left corner of the page. When the device button is outlined in blue, that device selection will be visible on the page.

When the button is grayed out, that device selection will not be visible on the page and the remaining devices visuals will adjust to fill the width of the page.

Scaling

KPI change and measured differences are calculated to understand actual revenue differences. The Influences are then scaled to match that measured difference. That scaling happens every time the direction of the number is the same. If we predict a positive number and the actual number is positive, it will scale to match the measured number. If we predict a negative number and the actual difference is positive, it will not scale and will show an artifact letting users know that scaling was not applied. This can happen when the numbers are very close to 0 due to standard variance.