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Overview

This article explains the principle of lifetime (also called “progressive”) attribution. It is particularly relevant for platform users managing advertisers that have a long term relationship with their customers, such as online bankers and telecom service suppliers.

Summary

Progressive Lifetime attribution is a method which allows you to make sure costs or commission are attributed to the proper ad space even if the customer journey is fragmented due to a lengthy registration process or customers switching devices.

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Lifetime Attribution in Ingenious Technologies allows you to track the complete customer journey by linking multiple events to a single start event, such as a first sale, registration, or app install. This document provides step-by-step instructions on how to technically implement Lifetime Attribution on the Ingenious Technologies platform.

Lifetime attribution concept

Watch this video what progressive lifetime attribution is all about: Youtube Links

Applying progressive attribution

Progressive attribution is applied on the level of a conversion target. It requires you to do the following:

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Create a conversion target for the registration or the most important step in the registration process and appoint it as the conversion target from which the progressive attribution should start. This article explains you how to do this.

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Lifetime Attribution Implementation Guide

Step 1: Identify and Configure the Start Event

The start event is the initial customer interaction that begins the Lifetime Attribution process. This event could be a first sale, a user registration, or an app install.

1. Choose the Start Event: Decide which event will serve as the start event Common examples include:

   • First Sale

   • Registration

   • App Install

2. Configure Conversion Target:

   • Create a new conversion target in the Ingenious Technologies platform for your chosen start event. Find more details here.

   • Enable "Lifetime Attribution" within the conversion target settings. This setting is crucial as it initiates the tracking of subsequent related events.

3. Set Up Conversion Tracking Tag:

   • Implement a conversion tracking tag on your website or app to send the data of the start event. This tag should include a unique identifier, such as a customerId or sessionId.

   • More details about implementing tracking tags can be found here and here

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Step 2: Track Subsequent Events

After the start event, all related follow-up events need to be tracked to fully utilize Lifetime Attribution.

1. Identify Subsequent Events: Determine which events will follow the start event. These could include:

   • Further sales (e.g., subscription renewals)

   • Milestones following registration (e.g., signup completion, account opening)

   • In-app events (e.g., level completion, purchase within the app)

2. Set Up Conversion Tracking for Each Event:

   • Implement conversion tracking tags for each subsequent event.

   • Often those subsequent events are transmitted server side.

   • Ensure that these tags transmit the same customerId or sessionId as the start event. This linkage is critical for attributing all events to the same customer journey.