Solving Popular Questions in the Knowledgebase: 10 Tips

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

Attribution in your Ad Manager

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.

How it works:

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
Matching parameters
Cookies
Event parameters
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.

Attribution in an Analytics Platform

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.