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Smart Placement Attribution

Sales Attribution​

Attribution is a method for determining which marketing tool contributed to a product sale. We provide data for two types of attribution: last post view and last post click.

  • Last post view attribution: a sale is attributed to an ad if the user viewed it and then, within the attribution window, purchased a product that meets the attribution condition configured in the ad;
  • Last post click attribution: a sale is attributed to an ad if the user clicked on it and then, within the attribution window, purchased a product that meets the attribution condition configured in the ad;

Attribution Window​

An order is attributed to an ad if it was made within 30 days after interacting with it. Whether the ad campaign is active or stopped does not matter.

Available Ad Formats​

For all, except those launched in placements of the "Public Display" type.

How Attribution Works​

  • The advertiser independently determines the attribution settings in the ad settings.
    • For banners, multimedia, and string content, you can disable attribution or set your own rule;
    • For product shelves – choose attribution based on products from the shelf, or set your own rule;
  • The purchase of a product specified in an attribution rule in several ads within one campaign is attributed to the last ad the user interacted with;
  • If a product is specified in the attribution conditions in different campaigns, the purchase is attributed to the last ad from each campaign the user interacted with;
  • By default, attribution of group products – products with the same group ID – is enabled in the settings. This identifier is assigned to products of the same model but with different characteristics (color, size, number of units per pack, etc.). Thus, if one product from a group is specified in the attribution conditions, orders for any products from the same group will be attributed to the ad;
Please Note
  • Attribution only considers the fact of ordering a product, as order cancellation or return are outside the scope of the advertising platform's responsibility.
  • Data on new views, clicks, and sales in statistics may appear with a delay of about 1-1.5 hours.

Attributing Product Orders to Ads​

The settings in this block allow you to specify products whose orders, after interaction with your ad, will be attributed to it. This allows for assessing the effectiveness of advertising in monetary terms: revenue, number of products sold, COS (Cost of Sales), ROAS. All data is collected by post view and post click attribution.

Available Formats​

For all: banners, product shelves, multimedia, strings, provided they are launched on placements of any type except "Public Display".

Settings for Display Ads​

For banners, multimedia, and strings, attribution is disabled by default, but you can configure your own rule using the following product selection conditions:

  • Products — here you can specify a fixed list of products by searching the database by name or ID;
  • Product Categories — this condition allows you to select all products from the categories you specify;
  • Manufacturer — selects all products where the manufacturer's name contains the text string entered in the field;

You can combine these conditions using "AND", "OR", "NOT" operators and groups, similar to display conditions.

Settings for Product Shelf​

By default, attribution based on products from the shelf, including group products, is enabled. But just like for display ads, you can specify your own product selection rule.

How to Use​

  1. Select the "by own rule" option if you want flexible attribution management;
  2. Add the required conditions and configure them;
  3. Leave the "Include group products" toggle on if you want orders for the same products but with different characteristics (e.g., color, size) to also be attributed to your ad;
  4. Save the ad;
  5. After configuring the content and display conditions, send the ad for moderation. The specified settings will be available to the moderator for review.
Please Note

The product database may change during an advertising campaign.

For example, products may appear that also fit the specified conditions. Some products may go out of stock.

Moderation of Attributing Product Orders to Ads​

Moderation only accepts advertising campaigns using one of the following attribution types:

  1. Automatic based on products from the shelf:

    Smart Placement Attribution

  2. Based on any of the advertiser's products: Example: attribution by brand → Manufacturer: Your brand.

  3. Combination of "Category + Manufacturer" or "Category + Product": Allowed only if a link to the brand or specific products of the advertiser is specified using the "AND" operator:

Smart Placement Attribution