After extracting and loading data from your systems, Frakture’s bots go to work calculating cross-channel revenue attribution based on source codes. This is how we attribute a transaction to the immediate message that generated it, sometimes known as a last-touch revenue model.
Every message (such as an email or an ad) is scanned for its outbound links, and those links analyzed for the parameters commonly used to pass a source code to the target donation page. Different donation systems “want” different source syntax, so Frakture seeks them high and low. Any time Frakture’s bots find in your message links one of the red-underscored terms below (e.g., src=), they know to capture the next phrase (EM_FR_20221215_donorappeal_3) as a potential message source code.
<aside> 🤖 The fourteen source code parameters listed below constitute a complete list of terms that Frakture currently uses to derive sources from links: no other link parameters will be read as source codes for an ad or email. If your setup depends on a different link parameter for transaction attribution, please get in touch with us. If multiple potential source codes are present, Frakture retrieves them all — but when prioritizing codes to select as the primary source code for the message, the first twelve codes are ranked in the order shown. utm_term or utm_campaign are used only when it is present and is the longest (as in, most letters and numbers) potential source code parameter.
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