Campaign results and attribution

The numbers on a campaign

Impressions — notifications delivered to a browser. Reach, not attention.

Clicks — the shopper tapped the notification or one of its buttons.

Orders — orders Qpushly was able to attribute to this campaign.

Revenue — the value of those orders.

CTR — clicks ÷ impressions.

The Campaigns list also shows totals across all campaigns, and each row carries a status: DRAFT, SCHEDULED, PUBLISHED or ARCHIVED.

How attribution actually works

Worth understanding, because it explains both the numbers you get and the ones you don’t:

1. A shopper clicks the notification. The link carries a campaign tag.
2. The embed stores that tag and writes it onto the shopper’s cart as a cart attribute.
3. The shopper checks out.
4. Shopify sends Qpushly the order, carrying the cart attribute.
5. Qpushly matches the tag and credits the order to the campaign.

Where attribution misses

Every attribution model has holes. These are Qpushly’s, so you know which way the numbers lean:

The click window expires. The campaign tag on a click is valid for about 30 minutes. A shopper who taps a notification at lunchtime and buys that evening is not attributed — the order is real, the credit is not.

Cross-device buying. They tap on their phone, buy on their laptop. The tag was on the phone’s cart. Unattributed.

Clearing the cart. Some themes and apps rebuild the cart in a way that drops custom attributes. The tag goes with them.

No click, but influenced. A shopper sees the notification, does not tap it, opens your site directly and buys. Nothing to attribute.

Reading the numbers usefully

Compare like with like. Campaign A against campaign B, both measured the same way, is a fair comparison. Campaign revenue against your email platform’s revenue is not — the two attribute completely differently, and both will claim the same order.

Watch CTR, not impressions. Impressions grow with your list whatever you write. CTR tells you whether the writing worked.

Look for a falling CTR across consecutive sends. That is subscriber fatigue, and it arrives before the unsubscribes you cannot see.

A high CTR with no orders means the notification promised something the landing page did not deliver. Check the link.

What is not reported

• Unsubscribes. When a shopper blocks notifications, their browser does not tell your store. There is no unsubscribe count anywhere in the app, and subscriber count therefore overstates your reachable audience.
• Dismissals. No way to know a notification was swiped away unread.
• Per-day breakdowns. Campaign counters are running totals.
• Revenue net of refunds. Attributed revenue is order value at the time of the order.