Been running automated campaigns for months and the open rates look decent but revenue attribution is all over the place.
How do you actually track what’s driving real conversions versus just engagement fluff?
Set up UTM parameters for every automated email and track them in your analytics. Most email platforms show inflated attribution.
I learned this the hard way when email claimed 40% of conversions but Google Analytics showed maybe 8% from those same UTMs.
Also create a separate landing page for each automated sequence. Makes it way easier to see which campaigns actually move people to purchase versus just getting clicks.
Revenue per recipient is the metric I watch now instead of open rates. If an automation generates $2 per person on your list over 30 days, you know it works regardless of what the engagement numbers say.
Track actual purchases back to specific emails not clicks.
Revenue attribution gets messy when you rely on platform reporting because each tool wants credit for the same sale.
I assign unique promo codes to different automation sequences so I can see exactly which messages generate actual purchases. Way more reliable than trying to piece together analytics data.
Also look at how much each subscriber spends within 7 days of joining an automated flow versus your overall average order value.