This article explains how you can apply a basket freeze to your attribution. It is particularly relevant for platform users managing advertisers that have a short term relationship with their customers, such as retailers, fashion shops or electronics.
Basket freeze concept
Watch this video to learn what a basket freeze is all about:
Applying a basket freeze
A basket freeze is applied on the level of a conversion target. If you want to use it, make sure you do the following:
Create a conversion target for the ‘go to basket’ or ‘go to checkout’ conversion and make sure it becomes the point from which the attribution is frozen. This article explains you how to do so.
Appoint another conversion target that will be the point on which the basket freeze will be applied. We are talking here about the conversion which should be attributed to a touch point generated before the customer reached the conversion target from which the attribution was frozen. In most cases, you will use the final commercial conversion target for this purpose.