RightNext matches bookings to campaign sends within a 30-day window. Each attributed booking is classified into a confidence tier based on how the guest engaged with your emails and where they booked.
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Converted Click 95% base confidence
Guest clicked a link in your email, then booked directly within 14 days. Strongest causal signal — your campaign drove this booking.
👀
Engaged Direct 80% base confidence
Guest opened your email 2+ times (showing active consideration), then booked directly within 30 days.
📧
Post-Send Direct 40% base confidence
Guest received your email (no tracked open), then booked directly within 30 days. Could be coincidence — lower confidence.
🌐
Brand Lift (OTA) 60% base confidence
Guest engaged with your email (opened or clicked), then booked via an OTA like Airbnb or Booking.com. Your campaign triggered the intent, even though they didn't book direct.
💭
Possible Influence 20% base confidence
Guest received an email (no engagement tracked), then booked via OTA within 30 days. Weakest signal — the email may have reminded them, but evidence is thin.
Confidence is adjusted by: recency (bookings closer to the send score higher), engagement depth (multiple opens and property link clicks boost confidence), and time decay (exponential — 3 days = 90%, 14 days = 63%, 30 days = 37%). Confidence-weighted revenue = raw revenue × confidence score.