Skip to content

Revenue Attribution

Revenue attribution measures what search, recommendations, and campaigns drove revenue (and what they cannibalized) to understand the true business impact of merchandising efforts.

Overview

Revenue attribution helps you understand which merchandising activities drive revenue, enabling you to optimize investments and measure ROI. The Marqo pixel automatically collects purchase and interaction data, so revenue attribution is calculated automatically without requiring any manual data submission.

Viewing Revenue Attribution

Revenue attribution analytics are available in both the Search and Collections tabs:

  1. Navigate to Analytics & Reporting → Search tab (or Collections tab)
  2. View revenue attribution metrics for aggregate searches/collections
  3. Drill down into specific queries or collections to see their revenue attribution

Attribution Metrics

Revenue by Source

View revenue attributed to different sources:

  • Search revenue: Revenue from search queries
  • Collection revenue: Revenue from collection/PLP pages
  • Campaign revenue: Revenue from merchandising campaigns
  • Organic vs. promoted: Compare revenue from organic results vs. promoted/pinned items

Attribution Models

The analytics view supports different attribution models:

  • First-touch: Revenue attributed to the first interaction
  • Last-touch: Revenue attributed to the last interaction before purchase
  • Multi-touch: Revenue distributed across multiple touchpoints

Cannibalization Analysis

Understand trade-offs between different revenue sources:

  • Incremental revenue: Additional revenue generated by campaigns or promotions
  • Cannibalized revenue: Revenue that would have occurred anyway
  • Net impact: True incremental impact of merchandising efforts

Custom Metrics

You can add custom attribution metrics:

  • Custom touchpoints: Track additional revenue sources
  • Custom attribution windows: Define how long after an interaction revenue can be attributed
  • Custom attribution rules: Create business-specific attribution logic

Accessing Attribution Data

Via UI Dashboard

All revenue attribution analytics are accessible through the merchandising console UI. View aggregate attribution or drill down into specific searches or collections.

Via Analytics API

To programmatically retrieve revenue attribution data, use the Analytics API. See the Ecommerce API tab for full API documentation.

The Analytics API allows you to: - Get revenue attribution for searches or collections - Get detailed attribution for specific queries or collections - Retrieve data for custom date ranges - Integrate attribution data into your own reporting systems

Data Export

Export revenue attribution data from the console:

  1. Navigate to Analytics & Reporting → Search or Collections tab
  2. View attribution metrics for the desired queries or collections
  3. Click the Export button
  4. Choose export format (CSV, JSON, etc.)
  5. Download the exported file

Best Practices

  1. Use multiple models: Compare different attribution models to understand full picture
  2. Measure incrementality: Focus on incremental impact, not just total revenue
  3. Account for cannibalization: Understand trade-offs between different revenue sources
  4. Track over time: Monitor attribution trends to identify changes
  5. Segment analysis: Analyze attribution by user segment, product category, or other dimensions
  6. Combine with experiments: Use A/B testing to validate attribution insights