Multi-Purchase Attribution

A New Standard for Advertisers

If you only intend for customers to ever buy once for you, then can stick with single-purchase attribution models.

But if you're looking for the hidden profits in your business, you need to go deeper...

When first-purchase attribution isn’t enough

Tools like GA or Facebook Ads will tell you that someone clicked or viewed a series of touchpoints and bought something. That’s a good start.

But what about if you want to measure more than that:

  • Have the new users maintained their subscription?
  • Are new customers coming back for repeat purchases?
  • Did the people requesting refunds come from one source?
  • How many people went from lead magnet to paying customer?

In that case, the current single-purchase attribution models aren’t up to the job.

Attribution for average lifetime value

It is now possible to look beyond the immediate conversion. With SegMetrics, you can track a customer’s purchase history over weeks, months or years to measure the average lifetime value (LTV). The LTV will then be attributed back to their original touchpoints, which are also permanently stored against their contact ID. Tying these details together creates a shift from single-purchase to multi-purchase attribution

We added SegMetrics to see if it could find answers to questions a client's had for over a year and that couldn't be put off any longer. It could, and did so within about 30 seconds
Michelle Warner — Strategy Consultant

These transactions don’t even need to happen on your website. By connecting SegMetrics to your payment provider you can record every subscription payment and upsell.

Not all lead sources are created equal

We have helped hundreds of SegMetrics optimize their funnels. They often discover a wide range of LTV when comparing lead sources, typically as much as 2-3x. Suddenly campaigns that seemed great are revealed to be losing money. While the CPA is good compared to the average spend of customers as a whole, it turns out leads from that source just aren’t spending enough to be profitable. With the ability to look at long-term performance, you can start to focus on running campaigns that attract the best customers, not just a single purchase. Learn more about the customer journey

Example: Losing money by promoting a music course

Sam is a SegMetrics user with an online music course. She had calculated an approximate LTV for her customer based as a whole and worked it out to be $160.

She was running ads on YouTube and Facebook, both of which had a CPA of $80. So, Sam was happy that they were both profitable. But, SegMetrics let her see the LTV per source...which revealed some bad news...

The LTV for YouTube leads was only $60.

Only seeing an overall figure had hidden the variation between her leads from organic and social spending far more than the YouTube traffic.

She immediately paused the campaign until she pinpointed the issue and was able to make the campaign profitable.

Meaningful data for retention optimization

Multi-purchase attribution can even benefit your bottom of funnel measurements. Most tools will give you data on if an activity immediately leads to a sale. So it’s tough to measure whether tactics like a customer newsletter make people more likely to purchase in the longterm. With SegMetrics you can use the contact tags in your email system to measure the effectiveness of any new strategy. You can see how even offline things like using fancier packaging or sending a welcome card helped boost the LTV.

Not having the visibility in the business that we get in the day-to-day reports through SegMetrics would be pretty scary. If you don’t have daily visibility into your back-end data and you don’t have the right attribution, you’re leaving a ton of money on the table.

We doubled our business since last year.
— Ian Chew — Founding Executive, Seminal

No more relying on vulnerable cookies

Tracking behavior based on cookies is great for seeing website interactions, but not customer histories. Multi-purchase attribution requires a shift towards more robust data collection. With SegMetrics, all of the data is tied back to their contact ID in your email marketing platform. That way data can stay consistent for an individual over months or years. Customers can be tracked the whole way through your funnel from acquisition to total revenue, with complete attribution. See our integrations

SegMetrics is your complete
marketing analytics toolset in one package

The easiest way to grow your business? Scale what works and kill what doesn’t. Custom Segments give you the power to find exactly what works – for email content, Lead Magnets, webinars, and more – so that you can improve your marketing.

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Want to start seeing where all your revenue actually came from? Sign up to our free 14-day trial today. With historic data importing you will be able to instantly dive into your LTV for each source. You can even request a complimentary Kickoff Call so we can help you get instant value from your data.

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