Great question! We get asked about this quite a lot. In short, a conversion is only attributed to a message when all of the following points have occurred:
The visitor sees the message.
The visitor clicks the button within the message.
The visitor goes on to book within 12 hours of seeing the message.
If we don’t see these three events happening consecutively with the 12 hour time frame then we don’t attribute that conversion to the message. Even if a conversion does occur after the 12 hours has passed, we still don’t attribute that conversion to the message.
Similarly, if a visitor closes the message rather than clicking on the button, but then goes on to book directly on your website anyway, we wouldn’t attribute that conversion to the message either - we’re very strict like that.
If you’d like to learn about how we are able to reliably track all of these data points, you can read more here: How does Triptease track message performance?