Read your attribution report
See which line items get credit for your conversions, how it is decided, what each figure means and what attribution here does not do.
The Attribution page links conversions, such as a purchase or a site visit, back to the line item whose ad the household saw last. Use it to see which line items sit behind your conversions and how long people take to convert.
It is a simple model. Each conversion is credited to one line item, the last one the household saw. There is no multi-touch model and no incrementality test.
Where conversions come from
The report only holds conversions you send. There are two ways.
- The conversion pixel. Each active journey has a Conversion postback pixel, shown in the journey's detail panel. Fire it from your landing page or server when a household converts, with the household's identifier. Use the same household identifier your players send with ad requests, or LtvAdx cannot match the conversion to an ad. See Journeys.
- Conversion events through the API. You can post a conversion yourself with the campaign, line item and exposure time you want credited. LtvAdx stores it as you send it and does not look up what the household saw. Developer details are in the brand lift and attribution guide.
How a pixel conversion is credited
- LtvAdx looks for the household's most recent valid impression of any of your line items in the 30 days before the conversion.
- If it finds one, the conversion is credited to that line item. It is a click-through conversion if that ad was clicked, and a view-through conversion if not.
- If it finds none, or the household was not identified, the conversion is not added to this report at all. Conversions you cannot match never show as unattributed here.
- A conversion with a value above zero is recorded as a purchase. One with no value is recorded as a site visit. Values are in USD.
Steps
- Open Attribution.
- Read the tiles and charts. The page shows conversions that happened in the last 30 days. There is no date picker.
- To compare line items, use the credit chart and table. To see how fast people convert, use the lag chart.
The figures
| Figure | What it really is |
|---|---|
| Total Conversions | Conversions in the period. |
| Attribution Rate | The share of those conversions that name a line item. For pixel conversions it is always close to 100%, because unmatched ones are not stored. |
| Avg Touchpoints | The average number of different line items credited per converting household. It is not a count of ad views. |
| Avg conversion value | Total conversion value ÷ conversions. It is not a cost and does not include your ad spend. |
| Credit Distribution | Each line item's share of the credited conversions, by line item name. The chart shows the top five. The table beside it shows each line item's conversions and average conversion value. |
| Conversion Lag | How long after the household's last ad view the conversion happened: under 1 hour, 1 to 4 hours, 4 to 24 hours, 1 to 7 days, 7 to 14 days and over 14 days. |
| Conversions by Type | Count and total value for each conversion type. A dash means no value was sent. |
The page shows no cost per conversion. To work it out, take your spend for the same dates from Reports and divide it by Total Conversions.
Other things to know:
- A line item shows as its ID only when the page cannot find it among your line items, for example after it was deleted.
- Values are added as sent. If you post events in different currencies, they are not converted before they are totalled.
What this page does not do
- It does not measure whether your ads caused a conversion. There is no holdout or incrementality test, and no multi-touch model.
- A pixel conversion is matched only on the household identifier you send. LtvAdx does not match it any other way.
If something goes wrong
- No attribution data yet. There were no conversions in the last 30 days. Check that the pixel is firing and that the household identifier in it is the one your players send.
- Pixel fires and nothing appears. The conversion had no matching impression in the 30 days before it, or the household was not identified. Households that withhold consent are not identified. See Privacy and consent.
- The pixel link is missing. It only shows on an active journey.
Tell us which outcomes were real
The Outcomes and feedback panel (Beta) on this page lets you rate each attributed conversion good or bad, report its stage, import verdicts from your CRM and upload outcomes you recorded offline. Your report then shows accepted conversions and cost per accepted conversion. Feedback never changes a charge. See Rate your outcomes.