Contribution to conversions

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DEFINITION

  • The contributions measure the influence of past actions such as clicks, events … in the conversion attribution process.

KEY PRINCIPLES

  • The contributions are computed ar all levels of the campaign structure: projects, channels …
  • Only post-visibility, post-event and post-clicks are considered by the contribution computation.
  • Post-impression is discarded due to the lack of influence of unviewed ad on the attribution.

METHODOLOGY

RULES:

  • Actions are grouped by “tag delivery”
  • Actions belonging to attributed groups are discarded
  • Only the last action with the highest priority for a group is considered
  • A weigh can be applied for each type of action

EXAMPLE:

  • Here’s below a user history example:
    • Im = impression
    • Vi = view
    • Ev= event
    • Cl= click
    • 1, 2, 3, 4, 5 represent the groupment of actions by tag delivery
  • 5 different groups based on the user history have been identified.
  • The conversion has been attributed to an action belonging to Group 5

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