Frakture’s attribution engine calculates the money directly raised by each different email or ad, as determined by each message’s distinct source code.

But immediate transactions aren’t the only thing that source codes can garner: they can also garner people, that is, new constituents, members, or supporters recruited by a particular message. Perhaps they joined your list with a transaction right off the bat, or perhaps it was “lighter” conversion via a signup or action form.

No matter what this new supporter did on the day they first entered your organization’s list, every additional thing they do thereafter is in some measure a credit to the initial ask that earned the initial “Yes”.

Frakture’s attribution engine tracks and calculates on this Yes.

The count of people whose constituent record is credited to a source code we monitor as a field called Origin People. If building your own reports or queries on warehouse data, you’ll find this field on Frakture’s source_code_summary table.

<aside> 🤔 Most often, Frakture renders Origin People attributions directly from whatever a CRM reports about the origin source code of each constituent record that’s loaded by our People dataflows. (It’s essential, and it’s the norm, that such person source codes are set in stone by their CRM, and never subsequently overwritten.) In a few systems, the bots are able to build a timeline of activities associated with each person, and choose as an origin the source code associated with the earliest action.

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Once they know which people were originated by each code, the bots can calculate those donors’ lifetime value by sifting through these constituents’ entire donation history — not just the gifts they might have made on day one with that same originating source code, but also the gifts they made, perhaps, many years later.

That summed lifetime value of all initial and subsequent donations is Frakture’s Origin Revenue figure. Like Origin People, it’s found on the source_code_summary table.

Origin Revenue is crucial for evaluating long-term Return-On-Investment metrics for ad spends, as the true value of acquisition campaigns can only be properly measured with data about newly-earned supporters’ propensity for converting their interest into donations.