For each email notification and follow-up email sent, Spently automatically tracks conversions and displays ROI (return on investment) associated with that conversion. In other words, how much revenue Spently has helped your store generate.

When a customer opens or clicks a notification email or follow-up email from Spently and makes a subsequent purchase from your store within a 7 day attribution window, we attribute that sale to ROI. For example, if someone opened their Shipping Confirmation email and then made another purchase later that day, a conversion would be recorded for that email.

  • Conversion tracking uses a last-touch attribution model, so only the last email someone opened or clicked is credited with a conversion
  • The 7-day attribution window begins when the email is opened
  • Conversions are only tracked if someone opens or clicks and email; conversions are not tracked if someone receives an email but doesn't engage with it.

Another scenario is when a customer uses a discount code generated by Spently, then we also attribute that to ROI. There is no time limitation for this attribution, as long as the discount code is still valid, it gets tracked as a conversion. Since Spently generated the unique discount code, it gets credited towards your ROI.

Why does Spently track ROI this way?

This method has an advantage over other cookies or UTM tracking because we are not losing sales because of cross-device communication. For example, if the customer opens the email on their phone, but then places an order on their laptop, we are still able to track the conversion.

Why is there a discrepancy between the ROI I see in Spently and Google Analytics / other services?

Each marketing tool and service chooses their own way to attribute sales. It's quite possible that several touchpoints contributed to make a sale, all claiming credit for the conversion. For example, it's possible a customer views a Facebook ad, and clicks an email from you in the same day.

It's also possible that other services miss a conversion, in a few scenarios. For example, a customer opens an email, does not click a link, but then goes to your store and makes a purchase. Google Analytics doesn't know they viewed the email, but Spently does. Another scenario is when a customer opens and clicks an email on their phone, but then completes the purchase on their laptop. Google Analytics doesn't recognize that they engaged with the email on their phone first, but Spently stitches together the customer's activity by recording which email they opened before purchasing.

Can I append UTM tags to my emails if I want to track in Google Analytics anyway?

See this article to view the UTMs in your emails by default:

You will be able to see all of your ROI in the "Reports' section. You can reach this via the Spently dashboard.

If you have any questions, let us know via the chat bubble or at

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