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Actions & Conversions

Actions are tracked engagement events like clicks, opens, and reviews. Conversions are purchases attributed to those actions within a set window. This report shows which engagements drive revenue and how conversions are credited across channels.

Updated over 2 weeks ago

Prerequisites

Before getting started, ensure you have:

Required Permissions:

Data Analytics can be accessed by users with the following permissions:

  • Analyst

  • Marketing

  • Marketing + Analyst

  • Operator

  • Owner

Academy Course: Actions & Conversion Analytics Explained 🎬

How to Access Actions & Conversions

  1. Navigate to Analytics > My Analytics > Actions & Conversions.

  2. Select Actions & Conversions.

  3. Choose your desired date range.

  4. (Optional) Filter by audience.

Understanding How Attribution Works

Conversion Window

  • Conversions are attributed within your custom-defined conversion window.

  • Default setting: 14 days after an action occurs.

  • If multiple actions occur, attribution follows last-touch logic (see below).

Last-Touch Attribution Model

When a customer converts:

  • The conversion is credited to the last destination where the persona generated an action.

  • Only actions within the attribution window qualify.

  • Revenue is calculated from the first purchase made after the qualifying action.

⚠️ Warning: If a customer interacts with multiple campaigns, only the most recent qualifying action receives credit.

Top Actions Before Converting

This section displays:

  • A ranked list of actions that most frequently occur before conversions.

  • Engagement types such as:

    • text_received

    • text_click

    • open

    • Google_review

Use this data to identify which engagement behaviors are strongest indicators of purchase intent.

Revenue Metrics

Revenue shown in this report reflects:

  • The value of the first order placed after the attributed action.

  • Orders that fall within the attribution window.

Campaign-Specific Revenue Metrics

For individual campaigns, additional metrics may include:

  • Revenue per send

  • Revenue generated

  • Total ROI

These metrics help evaluate the financial performance of specific campaigns and destinations.

How to Use This Feature

Evaluating Channel Performance

  1. Compare actions (clicks, opens, etc.) across destinations.

  2. Identify which actions most frequently precede conversions.

  3. Analyze revenue totals tied to those actions.

Use this to inform:

  • Budget allocation

  • Campaign timing

  • Messaging strategy

Interpreting Revenue Impact

When reviewing revenue metrics:

  • Higher action volume does not always equal higher revenue.

  • Focus on actions with strong conversion rates.

  • Consider audience segments when analyzing performance.

Need Help?

If you need assistance, reach out to AIQ Support anytime via the chat widget within your AIQ Dashboard.

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