Know exactly which WhatsApp message drove which order
WappEngage's 4-signal attribution engine gives you campaign-level ROAS — not guesses.
Most tools tell you messages were sent. Not which ones made money.
- × "We sent 2,400 WhatsApp messages last month"
- × "Our cart recovery has a 28% open rate"
- × "I think it's working... revenue went up"
- × "Leadership wants ROI numbers — I have no idea"
- ✓ "Cart recovery drove $3.8K last month (36x ROAS)"
- ✓ "Sale broadcast: 23 orders, $1.8K revenue (28x ROAS)"
- ✓ "Total WhatsApp: $8.4K / $295 spend = 28.6x ROAS"
- ✓ "We know exactly which campaigns to scale"
A priority waterfall — the first match wins
We check signals in order of confidence. One order gets one attribution source. No double-counting, no inflated ROAS.
Unique Discount Code
100% confidenceWhen a cart recovery or campaign message includes a unique, per-customer discount code and that code is used in an order — it is a definitive match.
💡 The strongest signal — only that specific customer received that specific code. Zero ambiguity.
UTM Click
85–95% confidenceEvery WhatsApp message link is tagged with UTM parameters. Our pixel tracks the click and stores it against the customer profile.
💡 If the customer clicked a WhatsApp link and then purchased, the attribution is very high confidence.
Web Pixel Session
60–80% confidenceWappEngage installs a Shopify Web Pixel that tracks page views, add-to-carts, and checkout starts. If a session originates after a WhatsApp message was sent, we attribute it.
💡 The customer received a message and visited the store, but may not have clicked a tracked link. Medium-high confidence.
Profile Match
40–60% confidenceIf an order is placed by a customer whose phone number is an active WhatsApp subscriber, and no higher-signal match was found, we attribute it as WhatsApp-assisted.
💡 Weakest signal — the customer is a subscriber but we cannot prove the message directly drove this purchase.
Five ways to attribute revenue to WhatsApp
| Model | How it works | Available on |
|---|---|---|
| Last Touch | The last WhatsApp message before purchase gets 100% credit. Default. | All plans |
| First Touch | The first WhatsApp touchpoint in the customer journey gets 100% credit. | Pro+ |
| Linear | Credit is split equally across all WhatsApp touchpoints in the journey. | Pro+ |
| Time Decay | Messages closer to the purchase get more credit. Falls off exponentially with time. | Pro+ |
| AI (Claude) | Claude analyzes the full customer journey and assigns probabilistic credit based on message content, timing, and behavior. | Enterprise |
Why each window is set the way it is
Lookback windows define how long after a message was sent we'll attribute an order to it.
Cart Recovery Journey
24 hoursCart abandonment intent decays fast. A 24-hour window captures genuine recovery without crediting unrelated purchases.
Broadcast
24 hoursBroadcasts have a short window of relevance. Most conversions happen within hours of sending.
Chatbot
30 minutesChatbot interactions are synchronous — the customer is actively engaged. A 30-minute window avoids crediting unrelated purchases.
Opt-In Flow
72 hoursA new subscriber is in a discovery phase. The 72-hour window captures their first purchase after opting in.
Attribution dashboard preview
Every order shows its source, confidence, and revenue contribution.
| Order | Customer | Revenue | Source | Signal | Confidence |
|---|---|---|---|---|---|
| #4923 | Alex M. | $349 | Cart Recovery | Discount Code | HIGH |
| #4891 | Sarah K. | $229 | Summer Broadcast | UTM Click | HIGH |
| #4867 | James L. | $189 | Welcome Series | UTM Click | MED |
| #4843 | Maria T. | $412 | Flash Sale | Pixel Session | MED |
| #4821 | Chen W. | $89 | Chatbot | Profile Match | LOW |
Start proving your WhatsApp ROI today.
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