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Conversion attribution is the process by which the Frosmo Platform determines the modification responsible for a conversion and registers the conversion for that modification. You can view the conversion statistics for a modification in the Frosmo Control Panel. The more conversions a modification gets attributed, the more successful the modification.

Conversion attribution requires that the site has conversion tracking or transaction tracking set up.

The platform uses basic modification events as the basis for determining which modification was responsible for a conversion.

Conversion attribution works as follows:

  1. When a visitor completes a conversion, the conversion is attributed to the last modification the visitor clicked.
  2. If the visitor did not click any modification, the conversion is attributed to the last modification that got a true display in the visitor's browser.
  3. If no modification got a true display, the conversion is attributed to the last modification that got a display in the visitor's browser.

A conversion is always attributed to a single modification. A conversion cannot be attributed to multiple modifications.

By default, the platform automatically attributes conversions to modifications. You can disable (and re-enable) automatic conversion attribution for a modification from the modification's advanced settings.

Conversion attribution examples

The following examples illustrate the logic behind conversion attribution.

If the visitor views two modifications (modification 1 and modification 2) that both get a true display and the visitor then completes a conversion, the conversion is attributed to the modification last seen by the visitor.

Conversion attributed to the modification last seen by the visitor

Figure: Conversion attributed to the modification last seen by the visitor

A modification that gets a click is prioritized over one that gets a true display. If the visitor first views modification 1 and clicks it, then views modification 2, which gets a true display, and finally completes a conversion, the conversion is attributed to modification 1.

Conversion attributed to the modification last clicked by the visitor

Figure: Conversion attributed to the modification last clicked by the visitor

Similarly, a modification that gets a true display is prioritized over one that gets a display.

Conversion attributed to the last true-displayed modification

Figure: Conversion attributed to the last true-displayed modification

Conversion attribution time limit

If conversion or transaction tracking on a site is session-based, the platform attributes conversions only to modifications that are displayed or clicked during the visitor's current browsing session.

If conversion or transaction tracking on a site is not session-based, the platform can attribute a conversion to a modification displayed or clicked up to 48 hours before the conversion occurred.

To check whether the tracking on your site is session-based, contact Frosmo support.