Forum Discussion
Abandoned Cart Journey and Revenue Calculation
We have launched an Abandoned Cart Journey (Canvas) for an eCommerce site and we are setting it up with this configuration
- "Cart Updated" event as entry criteria
- "Cart Updated" event as exit criteria to support moving the "Abandoned Cart" email delay to start at the last time the user updates the cart
- "Make Purchase" event as exit criteria to not email folks who made a purchase and
- "Purchase" as the conversion event and
- Two Abandon Cart emails with a X and Y duration delay
After we launched this journey, we are finding that the revenue reported in canvas reflects the full revenue of the site and not just the revenue from folks who have received an abandoned cart email. This is because all e-commerce buyers will have "Cart Updated" events and hence will be added to this journeys. Customers who finish making the purchase will be removed from this journey due to the exit criteria but are still considered as part of the conversion event and revenue calculation.
Is there a way around this? Is the roadmap feature for "Deeper Conversion Attribution" in the Planned Set aimed at solving this?
4 Replies
rkrish maybe you could set up a technical canvas with that same criteria that then triggers the Canvas with the Abandoned Cart emails.
E.g.
Technical Canvas:- "Cart Updated" event as entry criteria
- Canvas set up with Variant 1 only sending everyone to an Action Path. This will, in turn look at:
- Group 1 - did Cart Updated or Purchase within 30mins (or whatever delay makes sense) --> These users are exited
- Group 2 - everyone else (i.e. they abandoned cart) --> send them to Webhook step
- Webhook step which triggers your Canvas with both Abandoned Cart emails - use the canvas/trigger/send endpoint
Then you'll have your Abandoned Cart canvas:
- Set up as API-triggered
- "Purchase" as the conversion event and
- Two Abandon Cart emails with a X and Y duration delay
Then you can use your Abandoned Cart canvas for reporting and isolate data for those who effectively abandoned their cart only. :)
Correct, all purchases in the time window will count in the reporting, not just those who clicked or clicked and made a purchase in that session. There are future updates for more precise conversion tracking in the works.
You could create a report limited to those who clicked the abandon, that will make it more accurate, but it will still be directional reporting (they could click and buy later, or start a whole new purchase unrelated during the conversion window after the abandon click). A shorter conversion window equals more accurate conversion reporting.
If you are using GA or other Website analytics, you could pass values in the url for tracking (same would go if you are using a data warehouse like snowflake to create custom reporting).Also, this should be setup in a campaign not a canvas (unless the race condition issue with using the same event for entry and exit in canvas is finally fixed).
Historically, using the same entry and exit in Canvas created a race condition. If you had 4 cart updated events, sequentially adding 4 items and inserted the cart items in the email, the resulting email would randomly have between 1-4 items as it would not always use the most recent event for messaging.
If you are not inserting the cart items and the cart URL is the same in all the cart update events, then you do not need to worry about this, otherwise I strongly suggest testing your canvas.
