Kevy automatically tracks revenue for each campaign and automated email sent. Revenue is tracked when a recipient opens an email or clicks a link in an email and then places an order within the conversion period of 5 days.
For example, if someone opened your weekly newsletter and then made a purchase later that day, the revenue would be recorded for that email. There are a few important notes about revenue tracking:
- Revenue tracking uses a last touch attribution model. Only the last email someone opened or clicked is credited with a conversion.
- Revenue is only tracked if someone opens or clicks an email.
- The revenue tracking period begins when an email is received.
Example: If your revenue tracking period is 5 days, and a contact opens an email 10 days after receiving it and places an order, the revenue won't be attributed to the email. However, if the contact clicks on a link in that email, and then places an order immediately after, the revenue will be attributed to the email.
Why does Kevy use tracking code and email opens to track revenue?
Revenue tracking that solely relies on tracking code / pixels can be unreliable. For example, if a contact reads an email on their phone but makes a purchase later from their laptop, revenue tracking that relies on tracking code / pixels would miss that conversion. However, since Kevy uses the combination of tracking code and email opens, the revenue tracking is more accurate.
Open and Click Tracking
Kevy tracks email open by placing an invisible pixel image at the bottom of every email. When an email is opened by the contact, we record this pixel image being loaded and mark the email as opened.
Kevy tracks click activity by adding unique tracking information to each URL. This is why, when hovering over a link in a Kevy email, you may see the URL begin with via.kevy-mail.com.
Email to Website Tracking
When you add the Kevy web tracking snippet to your site, we are only able to track these events for "known browsers." There are a few different ways we will be able to identify a site visitor for web tracking purposes:
- Kevy will be able to identify and cookie individuals that click through a Kevy email and then end up browsing your website / store.
- When someone has claimed or submitted a Kevy popup or form handler, the Kevy tracking code will cookie this person
We add an additional parameters to all URLs in your email to track the contact's activity. These parameters include kc_id, ke_id, and kel_id. These parameters are used to the campain, email, and email link for each contact.
Kevy and Google Analytics
Why Kevy's revenue numbers might not match Google Analytics?
Google Analytics uses pixel tracking while Kevy uses purchase data directly from store, it's likely the analytics between both services won't align. Here are a couple common cases where Google Analytics will not record revenue:
- A contact receives an email, reads it, does not click on a link, but goes to your store and makes a purchase. Google Analytics doesn't know they read your email, but Kevy does.
- A contact receives an email, reads it, clicks on a link from their mobile device. They complete the purchase from their laptop instead of their mobile device. In this case, Google Analytics does not track the revenue because they read and clicked the email from a different device than the one they completed their purchase.
As a result, we recommend deferring to Kevy's revenue tracking. You can change Kevy's email conversion period in your account settings.
Appending UTM Variables to Emails
When creating an email in Kevy, you can check the Add Google Analytics tracking to links box to have Kevy add the following UTM variables to your email.
- utm_campaign: email name and send date
- utm_medium: email
- utm_content: email name
- utm_term: link Alt text
For example, an email called "New Menu" and the email token is k123A with a link with text "Link to Shop Now" would have the following UTM variables:
- utm_campaign: New Menu 02/20/17
- utm_medium: email
- utm_content: New Menu k123A
- utm_term: Link to Shop Now
Note: All UTM variables will be lower case in Google Analytics.