Attribution is the rule that decides whether a purchase counts as driven by one of your campaigns. It affects every revenue and conversion number in the product, so it is worth knowing what yours is set to.
The default
Out of the box, LTV.ai uses a 10 day view through window.
That means a purchase is attributed to a campaign if the customer opened it within the previous 10 days. The customer does not need to have clicked.
View through is more generous than the click based attribution many platforms default to. If you are comparing LTV.ai revenue against another tool, check both windows and both models before concluding the numbers disagree.
Changing it
Go to Settings > General and adjust:
Changes apply to reporting going forward and to how existing data is presented.
Which model to use
- View through credits the campaign for influencing a purchase even without a click. It reflects how email actually works for most ecommerce brands, where people see an email and come back later. It will report higher revenue.
- Click through only credits purchases after a click. It is stricter and easier to defend to a finance team. It will report lower revenue.
Neither is wrong. Pick one, and keep it consistent so your campaign to campaign comparisons stay meaningful.
Last touch
When more than one campaign is in the window, the most recent qualifying one gets the credit. Revenue is not split between campaigns.
Campaigns pushed to Klaviyo
Campaigns sent through Klaviyo are attributed by Klaviyo, not by LTV.ai. Those numbers will not reconcile with LTV.ai reporting because the two systems use different models and windows. See Klaviyo.
Non Shopify stores
Attribution needs purchase data. On Shopify this is automatic. Otherwise you need the tracking script installed. See Slack, Figma, and tracking. 
