Order Attribution Details Dashboard Guide

What this dashboard does

This dashboard contains details of every order placed that can be attributed to marketing and a breakdown of marketing channels that a customer engaged with prior to making that reservation. 

How to use this dashboard

This dashboard can be used to, a) view all bookings together or, b) investigate individual bookings by Order ID, and enable the user to see the trends over time of the impact each channel plays in driving revenue. 

The dashboard contains the following filters:

• Order Date: The date that the booking was made (which comes direct from OpenTable). With no date set, the default load is the last 90 days. 
• Attribution Model: Default to 30-day attribution window, but can be switched to 90-day window. 
• Order ID: This allows a specific booking ID to be selected for analysis. By selecting no filters, all bookings in the last 90 days are included.  

Dashboard Charts

This dashboard displays the following charts:

• Order Attribution Trends
  • This chart shows the apportioned revenue of all attributable bookings for each channel, over the time period selected. You can select your preferred chart format from the options above left on the chart, which are ‘stacked, stream and expanded.’ You can also select which channels are included by clicking on the equivalent key above right on the chart. 
• Order Details 
  • This table shows attribution details for each booking placed during the time period. 
    • The majority of columns are self-explanatory, but there are some important elements to note:
      • Order Value: will not be added until the booking has been completed and a bill has been paid (both the “completed” booking status and the bill value come from OpenTable). 
      • Attribution Points and Attributed Order Value are districted in line with the 30 or 90 day linear attribution model.1

1. Linear Attribution means that revenue from bookings are distributed evenly across all of the touchpoints in the customers’ journey.

For example, if a customer visited the restaurant ten times before making a purchase of £100, when five of these visits were through the Organic channel, three were through Referrals, one through Social and one through the Email channel, then £50 (50%) of the order value would be attributed to Organic, £30 (30%) to Referrals and £10 (10%) each to Social and Email.