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The attribution manager allows you to define the attribution model of a particular advertiser on a singular level. The attribution model is a model in which priorities are given to different channels, categories and in some cases individual ad spaces. Depending on the level of priority, commission and costs will be attributed to touch points in the customer journey. For more information, please read this article.
The default attribution model
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Even if you never touch the attribution manager, an attribution model is in place and will be used for the attribution of your advertiser. This default attribution model is structured very simple. It has three levels of priority, or positions as they are called on the platform. These positions correspond with the media types used to order the tracking channels, so you will have:
A paid position, which has the highest priority.
An earned position, which has the lowest priority.
An owned position, which has a lower priority than paid, but higher than earned.
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Go to the channel to which the ad space belongs and click on the plus icon on the left to make the categories belonging to the channel appear.
Go to the category to which the ad space belongs and click on the plus icon on the left of the bar to make the subcategories belonging to the category appear.
In the bar of the subcategory, click on the plus icon on the left. If you do so, you will see a menu opening up looking more or less like this:
In menu on the right, enter the name or the ID (PID) of the ad space. When it turns up, select it and click on the button ‘add’. If you do so, the ad space will appear as a separate bar, which can be moved using drag and dropp.
Drag and drop the bar of the ad space to the priority level you want it to have.
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Changing attribution windows
Changing the default attribution window
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Find the channel, category, subcategory or ad space you want to adjust the attribution window for by following the instructions for adjusting the priotity. The current attribution window will be displayed in the bar.
Click on the icon next to the current settings in the bar representing the channel, category, subcategory or ad space. If you do so, a window will appear looking more or less like this:
Proceed to define the attribution window and click on the button ‘apply’ in the right lower corner of the window. The window will be closed and you will see the new attribution window displayed in the corresponding bar.
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Adding ad impressions
As was mentioned above, the default attribution model does not take ad impressions into consideration. You can add ad impressions as a separate bar and even differentiate priorities and attribution windows on channel, category, subcategory and ad space level.
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