Wellspring Attribution

Example

The Shopify store saw 200 orders
The 200 orders made for $24,000 in revenue
Of the 200 orders, 90 of them completed the post-purchase survey (eg. "How did you hear about us?") in this distribution

Response	Number of Responses	Revenue from orders with given survey response
Instagram Ad	40	$5,000
Google Ad	10	$1,000
TikTok Ad	25	$3,000
Friend	10	$1,500
Influencer	5	$700
Total	90	$11,200

*In addition to the number of responses for each answer, Wellspring also pulls the revenue specific to those responses, directly from each respective Shopify order.

This gives two key response rate metrics:

\textbf{Order Attribution Rate = } \frac{\text{Number of Survey Responses}}{\text{Total Shopify Orders}} = \frac{90}{200} = \boldsymbol{45.0\%}

\textbf{Revenue Attribution Rate = } \frac{\text{Revenue Attached to Responses}}{\text{Total Shopify Revenue}} = \frac{\text{\$11,200}}{\text{\$24,000}} = \boldsymbol{46.7\%}

Response	Attributed Orders	Attributed Revenue
Instagram Ad	$\frac{40}{0.450} = \boldsymbol{88.9}$	$\frac{\text{\$5,000}}{0.467} = \boldsymbol{\$10,707}$
Google Ad	$\frac{10}{0.450} = \boldsymbol{22.2}$	$\frac{\text{\$1,000}}{0.467} = \boldsymbol{\$2,141}$
TikTok Ad	$\frac{25}{0.450} = \boldsymbol{55.6}$	$\frac{\text{\$3,000}}{0.467} = \boldsymbol{\$6,424}$
Friend	$\frac{10}{0.450} = \boldsymbol{22.2}$	$\frac{\text{\$1,500}}{0.467} = \boldsymbol{\$3,212}$
Influencer	$\frac{5}{0.450} = \boldsymbol{11.1}$	$\frac{\text{\$700}}{0.467} = \boldsymbol{\$1,499}$
Total	$\frac{90}{0.450} = \boldsymbol{200}$	$\frac{\text{\$11,200}}{0.467} = \boldsymbol{\$24,000}$

Extrapolation

Wellspring assumes that the distribution of responses is a representative sample of where all of the Shopify revenue should be attributed

Resulting ROAS & CPP Calculations

The result is a full picture of where every order heard about the brand, modeled off of the 90 survey responses for $12,200 in revenue that we can directly attribute.

Wellspring ROAS and Wellspring CPP by channel and in total follow easily from the above, once we plug in the ad spend values, which Wellspring pulls automatically

Digital Ad Platform	Spend	ROAS	Cost Per Purchase
Meta	$4,000	$\frac{\$10,707}{\$4,000} = \boldsymbol{268\%}$	$\frac{\$4,000}{88.9} = \boldsymbol{\$44.99}$
Google	$650	$\frac{\$2,141}{\$650} = \boldsymbol{329\%}$	$\frac{\$650}{22.2} = \boldsymbol{\$29.28}$
TikTok	$1,750	$\frac{\$6,424}{\$1,750} = \boldsymbol{367\%}$	$\frac{\$1,750}{55.6} = \boldsymbol{\$31.47}$
Total Blended	$6,400	$\frac{\$19,272}{\$6,400} = \boldsymbol{301\%}$	$\frac{\$6,400}{166.7} = \boldsymbol{\$38.39}$