Accounting for 3rd Party Purchases (ex. Amazon, Etsy)
Rockerbox is not currently able to track orders made on third party platforms like Amazon. This is because the third parties do not share user level data -- which is required to create user-level paths to conversion.
To account for third party purchases in your per-channel or blended performance targets (CPA / ROAS) consider using a multiplier.
The calculations can be performed in Google Sheets or using your Data Warehouse / BI tools
How to derive a multiplier
1. Take the % of orders you see from Amazon on average (ex monthly or quarterly)
2. Take the % of DTC purchases attributed to each channel (should include all channels)
3. Apply the below multiplier to this channel's conversions or revenue
4. Recalculate CPA or ROAS by using your re-calculate conversions or revenue
Per-channel multiplier = (1 + (% purchases from Amazon * % attributed conversions from channel)
Ex you are giving only the following channels credit for driving Amazon purchases: Facebook, Influencers, Linear TV
Of conversions attributed to these 3 channels, Facebook accounts for 50%. Use 50% in the above multiplier.