EF Helpdesk

Email Address Attribution allows you to track and associate email addresses with Partners for managing performance tied to subscriptions, residual commissions, and repeat purchases.

When a conversion pixel or Postback captures an email address, all future conversions linked to that email can be automatically attributed to a Partner based on the selected attribution model:

First Partner Attribution: The first Partner to generate a conversion with that email continues to receive credit for all future conversions.
Last Partner Attribution: Ownership shifts to the most recent Partner responsible for a conversion using that email.

Setup: Step-By-Step

Enable Email Address Attribution

Navigate to Offers -> Manage and select an Offer to edit (or create a new one).

Go to the Attribution tab and toggle Enable Email Ownership.

Select an Associated Event for future conversions tied to this email.

Choose an Email Attribution Method:

First Partner Attribution → The first Partner to generate a conversion keeps ownership.

Last Partner Attribution → The last Partner to generate a conversion takes ownership.

Enable Max Email Attribution Window (Optional):

Static → Attribution is tied to the first conversion and does not reset.

Dynamic → The window resets with each new conversion.

Capture the Email Address in Conversions

For email attribution to work, the email address must be collected in the initial conversion via a tracking code, Postback URL, or Everflow JS SDK script.

Postback URL Example:

Conversion Pixel (iFrame) Example:

Everflow JS SDK Script Example:

Tracking Future Conversions

Once the email address is collected, Everflow automatically links that email to the Partner who generated the initial conversion.

For future conversions to be correctly attributed, they must include:

The email address

Either the Offer ID (oid=) or Advertiser ID (aid=)

Other parameters such as Adv1-5 values may also be added, but are not required.

Example Conversion URL with Email Attribution:

If using Advertiser ID (aid=):

The Advertiser-level attribution settings will determine whether First Partner Attribution or Last Partner Attribution is used.

To configure this:

Navigate to Advertisers > Manage.

Select the Advertiser and go to the General tab to update the Email Attribution Method.

Use Case Scenarios

Scenario 1: Subscription Model (Recurring Payments)

Use case: Pay a Partner for ongoing subscription renewals or rebills.

How It Works:

The initial conversion captures the consumer’s email.
When a rebill event occurs, your subscription system sends a webhook with:
- nid= (Network ID)
- oid= or aid= (Offer or Advertiser ID)
- email= (Consumer’s email)

Example Rebill Event Postback:

The system automatically attributes the rebill event to the Partner who generated the original conversion.

This allows continuous commission payments (e.g., a $15 CPA for every renewal).

Scenario 2: Partial Commissions on Repeat Purchases

Use case: Attribute a lower commission for repeat purchases made by an existing customer.

How It Works:

To set this up, create a custom payout rule that identifies repeat customers. Use an Adv1 - 5 parameter to pass a unique identifier signaling that the conversion is from a returning customer.

For example:

Adv1=repeat → Indicates a repeat purchase.
Adv1={a purchase ID > 1} → If your checkout system tracks purchase counts, this can dynamically flag returning customers.

In this example, when the conversion script (below) detects the value "repeat" in Adv1 and the email address is passed to the tracking script, Everflow automatically attributes the sale to the original Partner, awarding them a 3% commission.

This process requires no new tracking link or coupon code from the Partner—commissions are applied even if the customer returns organically or through re-marketing efforts.

For instance, if the initial conversion earned the Partner a one-time 70% commission, they will now receive 3% on future purchases, such as a $99.99 repeat order.

Example Conversion Script for Repeat Purchase Attribution:

Adding Clicks & Email Addresses via CSV Import

If you already have Partner, Offer, and Email mappings in your CRM, you can import them into Everflow via CSV.

CSV Format:

NoteThe Offer must have Email Attribution enabled prior to importing the CSV file as using this method will upload a Click for each entry. Additionally, unix_timestamp must be valid unless the email is already attributed.