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How do I find Minty attribution in Google Analytics?

Explains the difference between the two attribution types and how to most closely align the numbers

There are two types of attribution to consider in Google Analytics: Last Click and Multi-Touch.

  • Last Click means SafeOpt was the last interaction before the user checked out. This is commonly the case when users receive Intent email campaigns.

  • Multi-Touch means the user took several actions—including interacting with a Minty email—and then checked out. We typically see this with users who get Interest campaigns, where they're browsing the site but haven't added to the cart yet.

A note on UTM sources: Unless you're using custom UTMs, the main utm_source was originally set to addshoppers. As of 1/3/2023, it was updated to safeopt. For now, it's best to look for both in Google Analytics to get a complete picture.

To see Last Click attribution

  1. In Google Analytics, in the left menu, click Conversions → Ecommerce → Sales Performance.

  2. Above the Transaction ID column, click Secondary Dimension.

  3. Type source and select Source.

  4. To the right of the search box, click the Advanced link.

  5. Set the filter to: Include → Source → Containing → addshoppers (or safeopt).

  6. Click Apply.

  7. At the top of the page, select the date range you want to view.

  8. The total number of orders appears at the bottom right. This is the count of last-click orders Google Analytics attributes to SafeOpt.

To see Multi-Touch attribution

  1. In the left menu, click Conversions → Multi-Channel Funnels → Assisted Conversions.

  2. Click the Source link.

  3. To the right of the search box, click the Advanced link.

  4. Set the filter to: Include → Source → Containing → addshoppers (or safeopt).

  5. Click Apply.

  6. Scroll up and set the following:

    • Conversion type: Click this and select Transactions.

    • Lookback window: Set this to 30 days.

    • Date range: Choose the period you want to view.

  7. At the top, you'll see a summary of the total orders and revenue where Google Analytics shows SafeOpt as a touchpoint.

Notes

  • Because the default source changed, you'll need to pull numbers for both the addshoppers source and the safeopt source — in Last Click (step 5) and in Multi-Touch (step 4) — and then combine them.

  • Anywhere from 15–30% of users could be using an ad blocker or blocking Google services, so Google Analytics numbers are never 100% accurate. They do, however, give a good idea of overall performance.

Need more help? Contact us at [email protected]

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