How to Expertly Evaluate Your Campaign Results

Rules for Matchbacks

Most companies have multiple active campaigns from which orders could result. So there must be some logic applied to how orders are allocated. In general, it’s accepted practice to allocate an order to the most recent active campaign from which that order could’ve resulted. So although a person may have been included in the last three monthly mailings, assuming that his or her order carries an order date, the person would be matched to the campaign that’s active on that order date. If the order carries no date (not a desirable scenario), the order should be matched to the earliest campaign included in the matching process.