What is attribution:
This table summarizes the tracking and reporting capabilities of each entity involved in the attribution and reporting process.
|Reporting||Post View||Post Click||Attribution rules||Multi Channel||Data-point|
|Ad Manager||Yes||Yes||Platform rules + Advertiser account settings||No||First Party Data|
|Event Manager||Yes||Yes||None||No||First Party Data|
|AnyTrack||No||Yes||Last Ad Click||Yes||First Party Data, UTM & more|
The Ad Manager reports the conversions that could be successfully attributed to your ads according to the platform's attribution rules and your campaign attribution settings.
Ad platforms do not take into consideration any other traffic sources that can be on the path to a conversion, and try to attribute as many conversions as possible to their ads.
In other words, when you send a conversion to Facebook Pixel (browser or server-side), Facebook will apply your account and campaign attribution settings as well as the platform default attribution rules.
User interacts with an ad (view or click)
User visit the advertiser website and triggers a conversion
The advertiser sends the conversion to the ad platform with required data points
Ad platform processes the conversion data in order to attribute the event
Matching parameters to find user within the ad platform audience
Applies attribution rules and logics
Applies statistical modeling
Ad platform reports the conversion in the Ad Manager - if attribution was successful.
Analytics platforms have an holistic approach as they take into consideration any traffic source that are on the path to the conversion.
In addition, analytics platforms can apply a business logic such as first click, last click, time decay and so on... when reporting your conversions, and are not bound to any attribution window.
Updated 5 months ago