What is Attribution?
Attribution helps you understand how your ads influence customer purchases. It measures the impact of ad exposure across Onsite and Offsite campaigns by linking user interactions with actual sales. You can track purchases that occur after a shopper sees or clicks an ad, using flexible lookback windows to determine attribution logic.
What can you do with this feature?
Track how ad spend contributes to purchases across Onsite and Offsite campaigns.
Attribute sales based on user engagement (click or view).
Customize post-click and post-view lookback windows.
Apply attribution rules consistently across all line items in a campaign.
How Attribution Works?
For a sale to be attributed to a campaign:
A user clicks or views an ad that features a product.
That same user later purchases a related product.
The purchased product must be related to the advertised product in one of the following ways:
Product match type | Example |
Same SKU | Ad for ABC Fridge → Purchase of the same ABC Fridge |
Same Parent SKU | Ad for Black ABC Fridge → Purchase of same fridge in White |
Same Category | Ad for ABC Fridge → Purchase of ABC Freezer |
Same Brand | Ad for ABC Fridge → Purchase of ABC Phone |
This structured approach ensures relevant and meaningful attribution that reflects real shopper behavior.
Attribution Lookback Windows
A lookback window specifies how far in the past we should consider ad events for a campaign for attribution. The window can be set as 7, 14, or 30 days, separately for both post-Click and post-View. Choosing a lookback window applies the same rule to all line items within a campaign, ensuring fair competition.
Best Practices
Choose lookback windows that align with your typical shopper journey (e.g., longer windows for high-consideration products).
Start with familiar attribution windows to maintain continuity in reporting.
Monitor attributed sales data to fine-tune campaign strategies.