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What is the attribution model for abandoned carts?

Last Updated: October 2025

We attribute revenue from orders placed within 24 hours using the same email we sent the abandoned cart email to. We do this because the assumption is that if a user completes an order within that time frame, the email has either directly (via click) or indirectly affected their action to order from your website. An indirect example may be a user opening the email and simply navigating back to the store themselves without clicking. Another indirect example may be a user glancing at the email subject or notification on their mobile device while on their commute home and then finishing the order on their laptop when they arrive home by going straight to the site (in this case the email was never opened, but the email is the reason they ordered).

Of course, one of the models we researched attributing orders only to emails who clicked on the message within a longer time frame (3-7 days). What we found was:

  1. It was difficult for us to justify taking credit for an order 5 days after an abandoned cart as most of that carts expire within this window and our assumption is that the same user may have been influenced by a retailers’ other messaging by then.

  2. The revenue recaptured in various attribution models (including this one) was very similar to the rest.

Keep in mind, the following:

  1. We don’t take credit for anything that happens outside of the 24 hour window as we don’t feel confident taking credit for those orders. That’s your revenue to keep 100%, even if it technically could be attributed to an email that we sent on your behalf.

  2. It’s important to note that this is how CannaVersions defines its attribution largely for the business model of charging our customers a percentage of recovered revenue. Most of our customers have their own attribution models and preferences so if you’d like to share your attribution model with us, we’d be happy to research if there is a way to pipe this into your data flows. For example we could add UTM codes to the call to actions in your emails and you can run your own attribution on the CannaVersions service using your web analytics tool

If you have any questions about our features and pricing, don’t hesitate to contact your main point of contact at CannaVersions or [email protected].

 
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