Product Guides

Attribution in Smart Placement

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Sales attribution

Attribution is a method for determining which marketing tool contributed to the sale of a product. We provide data on 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 purchased a product specified in the attribution settings in the ad, within the attribution window;
  • Last post click attribution: A sale is attributed to an ad if the user clicked on it and then purchased a product specified in the attribution settings in the ad, within the attribution window;

Attribution window

An order is attributed to an advertisement if it was made within 30 days after interacting with it. Whether the advertising campaign has been stopped or not doesn’t matter.

Available ad formats

Attribution applies to all ad formats except those placed in “Public screen” placements.

How attribution works

  • Advertisers set attribution rules in ad settings.
    • For banners, multimedia, and string-based content, attribution can be disabled or customized;
    • For product shelves, advertisers can either attribute sales based on products from the shelf or set a custom rule;
  • If a product specified in the attribution rule appears in multiple ads within the same campaign, the sale is attributed to the last ad the user interacted with.;
  • If the product is included in attribution conditions across multiple campaigns, the sale is attributed to the last ad from each campaign that the user interacted with;
  • By default, attribution applies to grouped products—products that share the same group ID. This ID is assigned to products of the same model but with different characteristics (color, size, package quantity, etc.). This means that if one product from the group is specified in the attribution rule, sales of any product from that group will be attributed to the ad.

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Note

  • Attribution only considers the fact of the product order, as order cancellation or return are beyond the responsibility of the advertising platform.
  • Data on new views, clicks, and sales in the statistics may appear with a delay of about 1–1.5 hours.

Attribution of product orders to advertising

This setting allows you to specify products whose orders, after interaction with your advertisement, will be attributed to it. This enables the evaluation of ad effectiveness in monetary metrics such as revenue, number of products sold, ACOS, and ROAS. All data is collected based on post-view and post-click attribution.

For which formats is it available?

For all: banners, product shelves, multimedia, and strings, provided they are launched in any placement type except "Public screen."

Settings overview

For banners, multimedia, and string, attribution is turned off by default. However, you can create 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 identifier;
  • Product categories — this condition allows you to select all products from the categories you specify;
  • Vendor — selects all products where the vendor's name contains the text entered in the field;

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

Settings for product shelves

By default, attribution is based on products from the shelf, including grouped products. However, like media ads, you can specify your own product selection rule.

How to use

  1. Select the “by a custom rule” option for flexible attribution management;
  2. Add the necessary conditions and configure them;
  3. Keep the “Enable group products” switch turned on if you want orders for the same products with different characteristics (e.g., color, size) to also be attributed to your advertisement;
  4. Save the ad;
  5. After setting up the content and impression rules, submit the ad for moderation. The specified settings will be available to the moderator for review.

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Note

During the campaign, the product database may change.

For example, new products matching the specified conditions may appear, or some products may go out of stock.

Updated 5 days ago