Attribution Game Overview
Understanding Attribution will help you optimizing your client's campaign. This article will provide an overview of the 'Attribution Game' which many advertisers utilize for Display vendors and provide details on additional conversion tags that C3 will dynamically deploy to aid your in-flight optimization.
In this article
What is Attribution?
Unlike standard ‘last click’ or ‘last view’, attribution is the division of Conversion credit between the following distinct touch points:
- Originator: First view or first click which leads someone to the site. Always just 1 Originator.
- Converter: Last view or last click prior to Conversion. Always just 1 Converter.
- Assist: Touch point right before the Converter. Always just 1 Assist.
- Roster: Every touch point between the Originator and Assist. Can be an unlimited number of folks in the Roster.
In addition, instead of firing just one tag for each conversion, C3 Metrics will be dynamically firing a separate conversion tag for each section of the funnel.
What are the Standard Rules of Engagement?
- All conversions to be governed by C3 Metrics
Most advertisers using C3 look at every conversion in relationship to EVERY channel and typically will not be reviewing any other conversion trackers besides C3 Metrics. You will be provided a siloed login from C3 to view your daily numbers and be expected to login daily.
- Viewable Conversions Only
Only ads which are seen (IAB Guidelines of 50% of the ad in view for 1-second) will be counted for purposes of Conversion. All impressions which are not seen are thrown out.
- Clicks & Views Are Weighted Equally
- Branded Navigation Search skipped at the bottom of the funnel
You will not be losing out to Brand Paid Search, SEO or Organic when it is in the last click position.
- The Current Model is Subject to Change
As advertisers bring on board additional partners and learn more about the customer path, they may change how much credit is provided to each section of the funnel.
Conversion Tags
You will need to send SECURE (https) Conversion tags directly to C3 Metrics. Remember, these are post-conversion pixels - not retargeting. Please note that you will need to send 4 separate tags to aid your optimization, one for each section of the funnel (Originator, Roster, Assist, Converter)
Please send the tags as follows:
- Email: help@c3metrics.com
- Subject: [ADVERTISER NAME] Conversion Tags for [PARTNER NAME]