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
Attribution based on media type
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.
All paid tracking channels (paid search, content, display, etc.) are allocated to the paid position, all owned channels (CRM, call center, customer communities, etc.) are allocated to the owned position, all earned channels (direct type-in, organic search, organic social media) are allocated to the earned position. Within the positions, no differtiation is made. This means, for example, that a touch point related to the paid search tracking channel will have the same priority as a touch point related to the content channel. Furthermore, the default attribution model does not contain any exceptions in regards to priority on category or ad space level.
Please note that the default attribution model will only contain tracking channels to which ad spaces have been allocated. Tracking channels of the earned media type will only be included when you have activated them.
Default attribution windows
Apart from a default attribution model which defines priorities based on the media type of a tracking channel, you will also find a default attribution window of thirty days in place. These attribution windows define the time range during which a touch point in the customer journey is taken into consideration.
The default attribution model does not consider ad impressions as touch points to which commission or cost can be attributed. However, you can add ad impressions to the attribution manager. Please find the details below.
Activating the attribution manager
Please note the attribution model might not be activated for a particular advertiser. If this is indeed the case, please contact your service team.
Managing an attribution model
Make sure you are logged into your admin UI and click on ‘manage advertisers’ in the advertiser section of the main navigation menu. Find the advertiser you want to manage the attribution model for and click on the icon in the technical section.
If you do so, a page will be loaded which consists of a filter panel and a panel in which the attribution model that is currently applied will be displayed, along with the name of the user that published and the time and date on which is was published lastly. The panel also allows you to adjust the attribution model.
Using the filter options
The filter panel allows you to display only specific parts of your attribution model, thus allowing you to focus on channels of a specific ad media type or an ad space subcategory. Please note that by default, all active tracking channels and exceptions on category, subcategory and ad space level will be displayed in the attribution model.
You have the following options:
Under ‘level’, you can choose to select on what level you want to apply a filter: on the level of the media type, of the tracking channel, of the category, of the subcategory or of the ad space.
Depending on what you choose under level, you need to apply the filters:
If you choose ‘media type’, you will have to select the media types you want to work with.
If you choose ‘tracking channel’, you will have to select the tracking channels you want to work with.
If you choose ‘category’ or ‘subcategory’, you will have to select the categories or the subcategories you want to work with.
If you choose ‘ad space’, you will have to select the ad spaces you want to work with. Please note you can do this by selecting partner labels, a partner name or the corresponding partner ID (UID), or the ad space name or the corresponding ad space ID (PID).
Please note that if you choose to filter out a particular ad space, it will be displayed along with the subcategory, category and tracking channel to which it is allocated. This will be done regardsless of the fact whether the ad space represents an exception to the default attribution model or not.
Starting to adjust the model
Go to the right top corner of the attribution model panel and click on the button ‘adjust’. If you do so, a confirmation window will appear reminding you that changes to the attribution model will directly impact your business. In case you know what you are doing, you can confirm. If not, just click on ‘cancel’. But you probably know what you are doing.
Adding new positions
When you are adjusting priorities, you are not limited to the three default positions mentioned above. You can add more positions, which allows you to create a highly differentiated attribution model. At the bottom and the top of every attribution model, you will find a possibility to add a new position. When you do so, this position will be added as the lowest one or the highest one respectively. But if you want, you can drag and drop the position to create a position in between two exisiting positions.
Adjusting the priority of a channel
When you have created all the positions you need for your attribution model, you can start to adjust the priority of individual channels. You do this by going to the colored bar representing the channel and move the channel to the relevant position by dragging and dropping it. Please note you can put as many channels in one position as you want.
Adjusting the priority of a category or a subcategory
To adjust the priority of a category, you first need to display it. Go to the channel to which the category belongs and click on the black plus icon on the left. If you do so, the category will appear in a row below the channel, looking more or less like this:
Please note the channel might contain more than one category. As soon as the category you are looking for is displayed, you can move the category to a different position by dragging and dropping it.
To adjust the priority of a subcategory you basically need to follow the same process. You go to the channel, click on the plus to display the categories allocated to the channel and then you click on the plus in the bar of the category. If you do so, the subcategories belonging to the channel will be displayed, looking more or less like this:
As soon as the subcategory is displayed, you can adjust its priority by dragging and dropping it into another position.
If, at one point, you want to give a category or a subcategory the same priority as the channel to which it belongs, all you need to do is hit the button ‘relocate to the position of the channel’ that will appear on the right of the bar after you have adjusted the priority.
Adjusting the priority of an ad space
To adjust the priority of an individual ad space, make sure you go through the following steps:
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.
Changing attribution windows
Changing the default attribution window
The quickest way to change attribution windows is by changing the default settings of the attribution model. Make sure you are editing the model and click on ‘attribution window’ in the left top corner of the model. If you do so, a window will appear looking more or less like this:
As you can see, you can define the attribution window on four levels:
Default, which applies to all priority positions.
You can also define the attribution window for ad impressions, which will be discussed in detail further below. After you have defined the attribution windows, make sure you hit the ‘save’ button in the lower right corner.
Changing individual attribution windows
You can also adjust attribution windows on the level of an individual channel, category, subcategory or even ad space. Make sure you go through the following steps:
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.
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.
To add the ad impressions as a separate bar, make sure you go through the following steps:
Make sure you are adjusting the attribution model and click on ‘attribution window’ in the left top corner of the model.
If you do so, the following window will be displayed:
As you can see, you can add the ad impressions by using the switch on the right: just put it on ‘on’. Furthermore, make sure you define a default attribution window for ad impressions. Please be aware you can adjust the attribution window for ad impressions on the individual channel, category, subcategory or ad space level as well.
When you are ready, don’t forget to hit the ‘save’ button in the right lower corner of the window.
After you have closed the window, you will find a green bar representing the ad impressions will have been added to the attribution model. This bar works exactly like the other bars in the attribution model. You can change its priority by dragging and dropping it onto a different priority level, you can single out specific categories, subcategories or ad spaces and give them a different priority or adjust the attribution window on a specific level.
You can save your adjustments by clicking on the ‘save as draft’ in the right top corner of the panel. After you have done this, you can request confirmation of your adjustments by using the corresponding button, also in the top right corner of the panel. Depending on the role of the platform, you can also hit the button ‘apply’ to make sure your adjustments are applied. If you can’t use this button, make sure you ask a colleague to confirm your changes. Please be aware the adjustments to the attribution model will be applied directly after the button was used.