What attribution settings are supported for store sales?
Within the Platform, the standard attribution settings will still be available and will apply to all transactions (online & in-store). This includes any combination of 7, 14, or 30-day click; zero, 1, 7, 14, and 30-day view-through.
Are store sales included as part of bidding or other optimizer models for Sponsored Products?
Upon rollout, bidding and optimizer models are only taking online conversions and attributions into account.
What percentage of sales occur in-store? How much do cash transactions account for percentage-wise?
Generally, over 80-90% of transactions occur in stores. Less than 15% of in-store transactions are made with cash, which cannot be reconciled back to an individual.
Why is it crucial to share data within 2 days?
Timely submission of offline sales data within 2 days of the transaction is critical for accurate attribution and reporting. Submissions of data older than 2 days will be rejected due to outdated timestamps, preventing proper integration. By adhering to the 2-day window, we ensure the highest standards of accuracy and reliability in our reporting. Delays require extensive recalculations, disrupting our ability to provide timely and reliable data, which can impact your service level agreements and reporting accuracy. Consistent, up-to-date data is essential for maintaining brand trust and delivering a seamless user experience.
Why is offline sales reporting not available for Offsite campaigns today? This is very important to drive adoption on Offsite campaigns and closed-loop measurement is a key need.
The challenge lies in attributing offline sales to offsite campaigns considering the impending deprecation of third-party cookies. With cookies becoming obsolete, tracking offline sales from online campaigns becomes increasingly complex. However, our product team is actively addressing this challenge by developing solutions to support offline sales attribution in a cookie-less environment. These solutions will enable retailers to track and attribute offline sales to offsite campaigns using alternative identifiers such as loyalty card IDs, hashed emails, and first-party cookie IDs. While this functionality is not available today, we are actively working on implementing it to provide a comprehensive solution for our clients.
How often is in-store sales attribution updated?
Store sales data is updated daily. Due to processing times, there is a 3-day delay between a store sale and when conversion would be attributed and displayed in the UI. Store sales data is updated in the UI overnight.
When can we consider the results significant?
We recommend waiting 30 days from the last ingestion issue to ensure it hasn’t affected our attribution numbers. Sales cannot be attributed to events that occurred more than 30 days ago.
Does the system first match against the Customer ID and then check HEM, or does it match both in parallel?
The system matches all user identifiers (e.g., Customer ID and HEM) in parallel. If any identifier matches between a click/impression and an order, and it meets the advertiser's attribution settings, it is considered a match. The system then selects the best match, typically the most recent one. Attribution rules apply equally to both offline and online orders.
Note: Depending on the retailer's setup, the Customer ID and HEM may be identical (e.g., when HEM is used as the Customer ID). In these cases, it is safe to provide HEM in both fields. Some retailers may use different values for Customer ID, such as a loyalty number.
How can we ensure a good match rate with HEM?
To achieve a high match rate with Hashed Emails (HEM), follow these guidelines:
- Preparation of Email Addresses: Before hashing, all users' email addresses must be:
  - Trimmed: Remove all spaces before and after the user's email address.
  - Cleaned: Eliminate any commas, semicolons, quotes, or double quotes.
  - Converted to Lowercase: Ensure all characters are in lowercase.
  - Encoded in UTF-8: Use UTF-8 encoding for the email addresses.
- Consistency in HEMs: Ensure that the rules for hashing emails are strictly followed when sharing HEMs in the beacons. This consistency is essential for accurate matching during the attribution process.
- Align Product Values: The product details in the Offline Sales file must match those in the retailer's feed. Any discrepancies between these values can result in a lower match rate and affect the overall effectiveness of the campaign.