What Is Conversion Tracking?
Conversion Tracking allows you to measure whether a message led to a defined goal.
A conversion is a predefined action performed by a recipient after interacting with a message. Typical examples include:
Completing a purchase
Registering for an event
Downloading content
Visiting a specific landing page
Each conversion is associated with one or more tracked message links.
How Conversions Are Assigned to Messages
When a recipient completes a tracked conversion, Mapp Engage checks the recipient’s message history for the previous 30 days.
If the system finds messages that contain the same conversion tracking, it assigns the conversion based on the selected attribution model.
The assignment is always based on recorded message activity (opens and/or clicks).
Attribution Models
Last Recipient Activity (Opens or Clicks)
The conversion is assigned to the message with the most recent recorded activity (open or click).
This model does not distinguish between opens and clicks.
The most recent interaction determines the attribution.
Implication: A conversion can be assigned to a message that was only opened, even if the purchase was not initiated directly from that message.
Last Click Activity
The conversion is assigned to the message with the most recent click activity.
If no click is found, the most recent open may be used instead, depending on the tracking setup.
This model gives priority to clicks over opens.
Implication: Messages that generate clicks are more likely to receive conversion credit.
This is the standard model for most reporting scenarios.
All Messages
The conversion is assigned to all messages within the 30-day period that were opened or clicked and contain the same conversion tracking.
Implication:
A single conversion may be counted for multiple messages.
Conversion totals can appear higher compared to other attribution models.
This model is useful when evaluating overall campaign influence rather than individual message impact.
Cookie-Based vs. Cookie-Less Conversion Tracking
The tracking method influences how conversions are assigned.
Cookie-Based Tracking
A cookie stored in the recipient’s browser connects website activity to previous message interactions.
This allows attribution even if the purchase is completed later without directly clicking from the message again.
Impact: Conversions may be attributed based on previous interactions stored in the browser.
Cookie-Less Tracking
Tracking information is transmitted directly through link parameters during the session.
Attribution is only possible if the conversion occurs within the tracked session.
Impact: If the session is interrupted, conversions may not be attributed.
Important Considerations
Conversions are always evaluated within a 30-day message history window.
Attribution depends on recorded message interactions.
Different attribution models can lead to different conversion totals.
A single real-world purchase can be counted differently depending on the selected model.
Understanding the attribution logic is essential when interpreting conversion KPIs and comparing campaign performance.