ADCIO Attribution Model (Recommendations, Advertisements)
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ADCIO requires the log collection for both click and impression. Clicks always has a higher priority than impressions.
- Last Click Attribution: Attributes to the last clicked ad during the lookback period.
- Last Impression Attribution: Attributes to the last impressed ad during the lookback period.
Why you should enable last-impression lookback attribution
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For both recommendations and advertisements, setting both last-click and last-impression lookback is recommended.
- For on-site recommendations/advertisements, the traffic is limited, making it challenging to accurately gauge the effectiveness of ADCIO if we only rely on last-click metrics due to the small sample size.
- Therefore, by also considering last impression lookback, we can account for conversion outcomes that occur without direct clicks on the recommendations/advertisements. This approach enables a more precise measurement of ADCIO's impact.
Recommendation Lookback
- ADCIO's recommendation audience typically consists of users who are already contemplating a purchase or have a high level of interest in the client's brand. As a result, their buying journey tends to be shorter compared to those targeted by advertisements.
- Consequently, unlike ads, we offer lookback options with shorter time frames, such as sessions (30 minutes).
| attribution model | Default | Options |
|---|---|---|
| Last Click | 14 days | Session / 1 / 3 / 7 / 30 days |
| Last Impression | 14 days | Session / 1 / 3 / 7 / 30 days |
Advertisement Lookback
CPC Campaigns
| attribution model | Default | Options |
|---|---|---|
| Last Click | 14 days | 1 / 7 / 30 days |
| Last Impression | 14 days | none / 1 / 7 /30 days |
Details
- The lookback period for Last Impression cannot be longer than that for Last Click.
- If you choose "none" for the Last Impression lookback setting, conversions that occur without clicks will not be included in the metrics.
CPM Campaigns
| attribution model | Default | Options |
|---|---|---|
| Last Impression | 14 days | 1 / 7 /30 days |
Attribution Rules for Related Products (Recommendations, Advertisements):
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What are “related products”?
Related products refer to items either listed in an ad that has received clicks or impressions, or those in the same category and sold by the same seller. In such cases, any resulting purchases are attributed to the advertisement, recognizing its contribution to the sale.
Related products refer to items either listed in an ad that has received clicks or impressions, or those in the same category and sold by the same seller. In such cases, any resulting purchases are attributed to the advertisement, recognizing its contribution to the sale.
Priority for Related Product Performance Attribution
- Click Events First: Initially, we prioritize click events. If there is a click event for the exact product, it takes precedence. If not, we consider click events for products within the same category of the same seller.
- Impression Events: If no click events exist, we then look at impression events for the exact product. If none are found, we consider impression events for products within the same category of the same seller.
- Priority Rules: If there are no click events for the exact product, we follow this order: click events for the same category, impression events for the exact product, and finally, impression events for the same category.
- No Attribution: If no relevant events are found, the conversion performance is not attributed.
Purchase Attribution Cases for Multiple Ads from Different Sellers
Case 1. Applying both Last Click Attribution and Last Impression Attribution
| No. | Case Description | Scenario | Attribution | Explanation |
|---|---|---|---|---|
| 1 | Click and purchase within Click Lookback Period | User clicked Seller A's ad and then purchased Seller A's product | Seller A | Click event is within the Lookback Period, and the clicked product was purchased, so the performance is attributed to Seller A |
| 1.2 | Click and purchase a related category product within Click Lookback Period | User clicked Seller A's ad and then purchased a product in Seller A's category | Seller A | Click event is within the Lookback Period, and a related category product was purchased, so the performance is attributed to Seller A |
| 1.3 | Multiple Clicks - Attribution based on Last Click | User clicked both Seller A and Seller B's ads, but most recently clicked Seller B's ad and then purchased Seller B's product | Seller B | The most recent click, which is Seller B's ad, is within the Lookback Period, so the performance is attributed to Seller B |
| 1.4 | Click and purchase an unrelated product within Click Lookback Period | User clicked Seller A's ad and then purchased a product not in Seller A's category | No Attribution | The clicked product and the purchased product are not related, so no attribution is made |
| 2 | Impression and purchase within Impression Lookback Period | Seller A's ad was shown, and then the user purchased Seller A's product (no click) | Seller A | No click event, so the impression event is considered; the shown product was purchased, so the performance is attributed to Seller A |
| 2.2 | Impression and purchase a related category product within Impression Lookback Period | Seller A's ad was shown, and then the user purchased a product in Seller A's category (no click) | Seller A | No click event, so the impression event is considered; a related category product was purchased, so the performance is attributed to Seller A |
| 2.3 | Multiple Impressions - Attribution based on Last Impression | Both Seller A and Seller B's ads were shown, but most recently Seller B's ad was shown and then the user purchased Seller B's product (no click) | Seller B | No click event, so the impression event is considered; the most recent impression, which is Seller B's ad, is within the Lookback Period, so the performance is attributed to Seller B |
| 2.4 | Impression and purchase an unrelated product within Impression Lookback Period | Seller A's ad was shown, and then the user purchased a product not in Seller A's category (no click) | No Attribution | No click event, and the shown product and purchased product are not related, so no attribution is made |
| 3 | Click and purchase outside Click Lookback Period | User clicked Seller A's ad and then purchased Seller A's product outside the Lookback Period | No Attribution | The click event is outside the Lookback Period, so no attribution is made |
| 4 | Impression and purchase outside Impression Lookback Period | Seller A's ad was shown, and then the user purchased Seller A's product outside the Lookback Period | No Attribution | The impression event is outside the Lookback Period, so no attribution is made |
Case 2. Only Applying Last Click Attribution
| No. | Case Description | Scenario | Attribution | Explanation |
|---|---|---|---|---|
| 1 | Click and purchase within Click Lookback Period | User clicked Seller A's ad and then purchased Seller A's product | Seller A | Click event is within the Lookback Period, and the clicked product was purchased, so the performance is attributed to Seller A |
| 1.2 | Click and purchase a related category product within Click Lookback Period | User clicked Seller A's ad and then purchased a product in Seller A's category | Seller A | Click event is within the Lookback Period, and a related category product was purchased, so the performance is attributed to Seller A |
| 1.3 | Multiple Clicks - Attribution based on Last Click | User clicked both Seller A and Seller B's ads, but most recently clicked Seller B's ad and then purchased Seller B's product | Seller B | The most recent click, which is Seller B's ad, is within the Lookback Period, so the performance is attributed to Seller B |
| 1.4 | Click and purchase an unrelated product within Click Lookback Period | User clicked Seller A's ad and then purchased a product not in Seller A's category | No Attribution | The clicked product and the purchased product are not related, so no attribution is made |
| 2 | Click and purchase outside Click Lookback Period | User clicked Seller A's ad and then purchased Seller A's product outside the Lookback Period | No Attribution | The click event is outside the Lookback Period, so no attribution is made |
Notes
- Exact Product: The exact product that was shown in the ad.
- Related Product: A product in the same category and sold by the same seller as the one shown in the ad.
- Lookback Period: The duration within which the attribution is valid after a click or impression.
- No Attribution: No click or impression events relevant to the purchased product within the Lookback Period.
Purchase Attribution Cases for Multiple Ads from the Same Seller
Case 1. Applying Both Last Click Attribution and Last Impression Attribution
| No. | Case Description | Scenario | Attribution | Explanation |
|---|---|---|---|---|
| 1 | Click and purchase within Click Lookback Period | User clicked Ad A, purchased Product A (exact product shown) | Ad A | Click event is within the Lookback Period, and the exact product shown in Ad A was purchased. |
| 1.2 | Click and purchase related product within Click Lookback Period | User clicked Ad A, purchased Product B (related product in same category and same seller) | Ad A | Click event is within the Lookback Period, and the product purchased is related (same category and seller) to the product shown in Ad A. |
| 1.3 | Multiple Clicks - Attribution based on Last Click | User clicked Ad A, then Ad B, purchased Product B (related to Ad B) | Ad B | The last clicked ad is Ad B, and the purchased product is related to Ad B. |
| 1.4 | Click and purchase an unrelated product within Click Lookback Period | User clicked Ad A, purchased Product C (unrelated to Ad A and Ad B) | No Attribution | The clicked ad and purchased product are not related (not in the same category or different seller). |
| 2 | Impression and purchase within Impression Lookback Period | Ad A was shown, purchased Product A (exact product shown) | Ad A | No click event; the impression event is considered, and the exact product shown in Ad A was purchased. |
| 2.2 | Impression and purchase related product within Impression Lookback Period | Ad A was shown, purchased Product B (related product in same category and same seller) | Ad A | No click event; the impression event is considered, and the product purchased is related (same category and seller) to the product shown in Ad A. |
| 2.3 | Multiple Impressions - Attribution based on Last Impression | Ad A and Ad B were shown, purchased Product B after seeing Ad B last (related to Ad B) | Ad B | No click event; the last impression is Ad B, and the product purchased is related to Ad B. |
| 2.4 | Impression and purchase an unrelated product within Impression Lookback Period | Ad A was shown, purchased Product C (unrelated to Ad A and Ad B) | No Attribution | No click event; the impression event and purchased product are not related (not in the same category or different seller). |
| 3 | Click and purchase outside Click Lookback Period | User clicked Ad A, purchased Product A (exact product shown) outside the Lookback Period | No Attribution | The click event is outside the Lookback Period. |
| 4 | Impression and purchase outside Impression Lookback Period | Ad A was shown, purchased Product A (exact product shown) outside the Lookback Period | No Attribution | The impression event is outside the Lookback Period. |
Case 2. Only Applying Last Click Attribution
| No. | Case Description | Scenario | Attribution | Explanation |
|---|---|---|---|---|
| 1 | Click and purchase within Click Lookback Period | User clicked Ad A, purchased Product A (exact product shown) | Ad A | Click event is within the Lookback Period, and the exact product shown in Ad A was purchased. |
| 1.2 | Click and purchase related product within Click Lookback Period | User clicked Ad A, purchased Product B (related product in same category and same seller) | Ad A | Click event is within the Lookback Period, and the product purchased is related (same category and seller) to the product shown in Ad A. |
| 1.3 | Multiple Clicks - Attribution based on Last Click | User clicked Ad A, then Ad B, purchased Product B (related to Ad B) | Ad B | The last clicked ad is Ad B, and the purchased product is related to Ad B. |
| 1.4 | Click and purchase an unrelated product within Click Lookback Period | User clicked Ad A, purchased Product C (unrelated to Ad A and Ad B) | No Attribution | The clicked ad and purchased product are not related (not in the same category or different seller). |
| 2 | Click and purchase outside Click Lookback Period | User clicked Ad A, purchased Product A (exact product shown) outside the Lookback Period | No Attribution | The click event is outside the Lookback Period. |
Notes
- Exact Product: The exact product that was shown in the ad.
- Related Product: A product in the same category and sold by the same seller as the one shown in the ad.
- Lookback Period: The duration within which the attribution is valid after a click or impression.
- No Attribution: No click or impression events relevant to the purchased product within the Lookback Period.