Sales Attribution on third-party channels
Sales Attribution feature for third-party messaging channels extends the existing attribution capabilities available for web and in-app messaging to conversations that take place on third-party messaging channels. Sales Attribution allows brands to capture interactions after a consumer left the conversation (e.g. on WhatsApp) and went on to open your brand’s website to buy a product or perform another action that triggers an engagement attribute.
The solution leverages the existing campaigns framework of the Conversational Cloud platform and its reporting capabilities, and is currently supported on WhatsApp, Apple Messages for Business, SMS, GBM and Viber.
How it works
Once the Sales Attribution feature is enabled on your account, the LivePerson messaging connector creates a unique Visitor in the LivePerson monitoring system for each new conversation. This Visitor entity is similar to the one that is used for tracking Website Visitors, and allows the messaging connector and other systems to report engagement attributes such as shopping cart updates, product views, or transactions.
As soon as an agent or bot is directing the consumer to the brand’s website by sharing a URL, the messaging connector appends the unique Visitor ID to it. On the website, the LivePerson Web Tag will recognize the ID and will use it whenever a new engagement attribute is reported.
Step 1:
Consumer messages a brand on a third-party messaging channel (in this case SMS)
Sales Attribution - Consumer messages a brand on a third-party messaging channel (SMS)
Step 2:
The agent sends a URL to the product page. The system automatically appends the unique user ID to the URL for tracking (see highlighted portion of the URL below).
Sales Attribution - Unique user ID appended the URL for tracking
Step 3:
The consumer follows the link and performs the transaction. In the background, the website is set up to report the transaction using the LivePerson Web Tag.
Step 4:
On the agent side, the transaction is captured in the Consumer Info widget. The transaction will be available in both the Analytics Builder and the Messaging Interactions API.
Sales attribution transaction captured in the Consumer Info widget.
Prerequisites
Your website must have the LivePerson Web Tag deployed and must report engagement attributes for web visitors (more information about engagement attributes)
- You must use a third-party connector in your account (e.g. WhatsApp)
- Your account needs to be set up for unauthenticated messaging in order to create unauthenticated engagements
Limitations
- You can only create a single campaign and engagement per third-party channel
Enablement
Your account team can help you to enable this feature for a specific channel. In order to leverage the feature, a new unauthenticated engagement with the connector as a “source” needs to be created. Please note that enabling this feature might overwrite existing routing logic that has been set up for your 3rd party conversations.
In the example below, a new engagement for WhatsApp will be created:
Sales Attribution - new engagement for WhatsApp
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