Measure the Real Impact of Wallet Notifications

A customer may see a Wallet promo or push notification now—and make their purchase later. Your attribution window determines whether that purchase is connected back to the Wallet interaction that helped drive it.

An attribution window is the period following customer engagement during which a resulting purchase can be credited to a specific channel or message. For Wallet, it helps your team understand the conversion impact of promo notifications and push notifications beyond the moment they are delivered.

Wallet now uses a 72-hour attribution window by default for promo notifications and push notifications. When a customer engages with a Wallet message, purchases made within the following 72 hours can be attributed to that interaction.

Because every program has a different customer journey, the attribution window can also be customized. Brands can align the measurement period with their own purchase cycle, campaign strategy, and how customers typically engage with Wallet offers.

For brands, this creates a clearer and more flexible view of Wallet performance. By measuring conversions over a window that reflects how customers actually shop, teams can better understand the role Wallet messages play in driving sales and make more informed decisions about their engagement strategy.