Address-based attribution
Address-based attribution is a method of linking postcard recipients to online orders using the customer's delivery address as the identifier. When a customer who received a postcard at address X places an order from a Shopify account registered to address X, the order can be attributed to the direct mail campaign.
This is one of two attribution methods TouchDrop supports alongside QR code tracking. It captures conversions from customers who saw the postcard and purchased but didn't scan the QR code or use the printed discount code.
How it works in TouchDrop
When TouchDrop dispatches a postcard, it records the recipient's delivery address against the campaign. When an order arrives in Shopify within the attribution window, TouchDrop checks whether the shipping address matches any postcard recipient from an active campaign. A match is counted as an attributed conversion.
Matching precision
Address matching in Australia uses a standardised format: street number, street name, suburb, state, and postcode. TouchDrop normalises addresses before matching to account for common formatting variations (unit number placement, abbreviations). Parcel locker addresses are excluded from postcard sends and therefore excluded from matching.
When address-based attribution applies
Address-based attribution is most useful for post-purchase campaigns and Klaviyo segment sends where a QR code click isn't a natural action. For abandoned cart and win-back campaigns where the postcard explicitly asks the recipient to scan or enter a code, QR and discount-code attribution typically captures more conversions.
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