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When a customer buys something, attribution answers one question: which message got them there? Senderz looks at the orders your store reports, looks back at the email and SMS that reached that customer, and credits the order to one message. That credited amount is what shows up as Revenue on a campaign or an automation.

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Where it lives

Go to Settings, then Attribution under the Developers group. The page is titled Attribution & tracking. You need to be an owner or an admin to save changes. Everyone else can view the page.

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What counts as a conversion

A conversion is an order your connected store reports for a known contact. Two things have to be true:
  • The order arrives from a connected store. Attribution is built on your store’s order data, so a workspace with no store connected has nothing to attribute. See Integrations.
  • Senderz can match the order to a contact. An order from someone who is not in your contact list cannot be credited to a message you sent them.
Senderz counts placed orders. There is no control to switch this to paid orders.
On a campaign report you will see both a Placed orders tile and a Paid orders tile. The Paid orders tile reads Not attributed. That is expected. It is telling you that paid orders are not the event attribution is counting, not that something is broken.

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Which channels can earn credit

Only two. A WhatsApp, push or voice message never earns revenue credit, however clearly it caused the sale. Those channels still report their own sending and engagement numbers. They are simply not part of the revenue calculation. The message also has to belong to a campaign or an automation. A one-off transactional message sent through the API is not part of a campaign or a flow, so it cannot earn credit.

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Touch models

A touch is the moment a message reached the customer in a way that counts. You choose what counts, per channel.
Apple Mail Privacy Protection loads images on the recipient’s behalf, which registers as an open the person never made. If your audience is heavily Apple Mail, Clicked the email only gives you a more conservative number.
There is no “was sent” model and no first-touch model. Those are not options.

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The attribution window

The window is how long after a touch an order can still be credited to it. Set each one with the slider on its card. The slider offers a reset link back to the default whenever you have moved it. Longer windows credit more orders. Shorter windows credit fewer, and the ones they do credit are more likely to be genuinely caused by the message. There is no correct answer. Pick one and keep it, because the number only means something when compared against itself over time.

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One order, one message

Senderz uses last touch. Every order is credited to at most one message. That matters because it is what stops your numbers inflating. If two campaigns both reached the same customer before they bought, only one gets the sale. Add up revenue across all your campaigns and automations and you will never get more than your store actually made. When more than one touch qualifies, Senderz picks the winner in this order:
1

The most recent touch wins

Whichever message reached the customer last.
2

Then the stronger signal

A click beats an open. An open beats a delivery.
3

Then SMS over email

If everything above is still tied.
An unsubscribe click in an SMS never counts as a touch. Someone opting out cannot win credit for a sale they make later.

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Changing the settings rewrites your history

This is the part that surprises people, so read it before you touch the sliders. Senderz does not stamp attribution onto a message when it sends. It works the credit out fresh every time you open a report, using whatever your settings say at that moment. So changing a setting does not only affect orders from tomorrow. It re-reports every order you have ever had.
Widening your email window from 5 days to 7 days will change last month’s campaign revenue, last quarter’s, and every automation total on the page. The old numbers are not kept anywhere. If someone has a screenshot of a report from last week, it will no longer match the product.
The upside is that there is nothing to backfill and no waiting. Reports are recalculated when they load, so the change is visible almost immediately. Two habits follow from this:
  • Change the settings rarely, and tell your team when you do.
  • Export a report before you change anything, if the historical figure matters to you.
Every change is written to the audit log. You can see who changed what and when under Settings, then Audit log.

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Limits you should know

These are real limits of the product today, not edge cases.
Attributed revenue is gross. Senderz records refunds and cancellations, but it does not take them off the credited amount.A campaign that drove 10,000 in orders and 3,000 in refunds still reports 10,000. Attributed revenue only ever goes up.If refunds are a meaningful part of your business, treat the reported figure as a ceiling and reconcile against your store’s own reporting.
Senderz does not yet receive delivery receipts from the SMS carriers. Without them, nothing can qualify as a delivery touch.If your workspace has never seen a delivery receipt, the Received the SMS option is disabled on the card and you cannot select it. This is deliberate. Because attribution is recalculated from your current setting, selecting a model with no data would silently drop your SMS revenue to zero across your entire history, with no other sign that anything happened.Use Clicked the SMS until this changes.
The window and the model are set once for the whole workspace. You cannot give one campaign a 14 day window and another a 2 day window.
The page shows an Automatic UTM on every link switch. It is marked Not active and it is disabled.UTM parameters are set per campaign and per automation step today. The template shown underneath the switch is there to tell you what those controls produce. Turning the switch on is not possible and would not change any send.
The Tracking integrations section lists destinations such as Google Analytics 4, Meta Pixel, TikTok, Google Tag Manager, Mixpanel, Segment, HubSpot, Salesforce, Zoho and Hotjar.None of them are built. Nothing on that section sends data anywhere and connecting is not possible. Clicking one tells you the same thing.

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Attributed revenue vs store revenue

These are two different numbers and people compare them by mistake constantly. They are not supposed to match.

Store revenue

Everything your store sold, including sales Senderz had nothing to do with.You see it on the dashboard as the Store revenue tile and the Store revenue trend chart. Both are labelled as total store revenue.

Attributed revenue

Only orders Senderz can credit to one of your email or SMS sends, under your current model and window.You see it as the Revenue column on the campaigns and automations lists, and the Revenue tile on a campaign or automation report.
Attributed revenue will always be the smaller of the two. Customers buy for reasons that have nothing to do with your marketing, and three of your channels earn no credit at all.

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How a campaign’s revenue is measured

A campaign’s revenue is measured from the moment the campaign was created up to now. That is why the number on the campaigns list and the number on that campaign’s own report agree. Both start from the same point, so paging, sorting and filtering the list cannot change what a campaign reports.

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Where to see the numbers

Campaigns

Revenue per campaign on the list, and a full report per campaign with placed orders, revenue and revenue per recipient.

Automations

Revenue and revenue per recipient per automation, plus a per automation report.
The automations list can be exported. The export splits revenue into an email column and an SMS column, and the file records the attribution window used, so the numbers stay readable after the fact.

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Choosing your settings

1

Start on the defaults

Opened or clicked with a 5 day window for email, clicked with a 2 day window for SMS. These are ordinary industry settings and they are a reasonable place to begin.
2

Tighten email if your audience is Apple heavy

Switch email to Clicked the email only. Your reported revenue will drop. That does not mean you sold less. It means you stopped counting opens that machines made.
3

Match the window to your buying cycle

A short window suits impulse purchases. A longer one suits considered purchases. Do not stretch the window to make a report look better.
4

Then leave it alone

Every change rewrites every historical report. The comparison over time is worth more than the individual figure.