Direct platform attribution focuses on conversion events from direct ad interactions, which can be click-based or impression-based.

• Click-based attribution assigns conversions to ads that users click on before making a purchase.
• Impression-based attribution assigns conversions to ads that users view, regardless of clicks.

The approach varies between product campaigns and banner campaigns, each with unique configurations and settings, with direct SKU attribution based on the exact products used in the campaigns.

Product campaigns

Product campaigns offer a variety of configurations to suit different attribution needs. The default settings and available options are as follows:

• Attribution model: Records purchases that occur after a user clicks an ad.
• Lookback window: Tracks purchases within 14 days of an ad click.
• Activate view-through attribution: You can enable this via the Admin Portal at the catalog level. Tracks purchases from users who view but do not click an ad.
• Lookback window settings: You can adjust the window from 14 to 30 days depending on the campaign goal.

Banner campaigns

Banner ads focus on awareness and operate in the upper funnel media. Our attribution setup is designed for efficient tracking of user engagement:

• Attribution model: Utilizes view-through attribution, managed at the campaign level through the Admin Portal.
• Lookback window:
  • Tracks view-through actions within 1 day.
  • Tracks click-through actions within 14 days.

These options provide greater control over how interactions are tracked:

• Click attribution setup: You can enable this via the Admin Portal.
• Lookback window:
  • Offers separate configurations for clicks and impressions.
  • Adjustable from 14 to 30 days based on the campaign objectives.

All settings for direct platform attribution are accessible within the Retailer's Admin Portal. Adjustments to these settings can only be made by the Customer Integration Engineering (CIE) team.

Attribution rules

The application of attribution in the system is governed by the following rules:

Lookback window

Attribution is assigned only to transactions occurring within the defined attribution window, which may vary by attribution level.

Product match requirement

• Attribution is granted only if the purchased product code exactly matches the advertised product, ensuring accurate credit assignment.
• Customers who purchase a product with a different code than the advertised product code (e.g., a different size or variant) may be attributed using Halo attribution.

Multiple transaction attribution

If an advertised product is purchased through multiple transactions, each transaction triggers a separate attribution event, providing a comprehensive view of ad performance. However, within an order, each unique product purchase is attributed only once.

Banner ad multiple attribution events

If a banner ad features multiple product codes, such as different chocolate flavors, all matching product code purchases resulting from interacting with the ad will be attributed.

How direct platform attribution process works?

Epsilon Retail Media attributes online advertisements to sales by matching product codes from ads with purchased items. The attribution algorithm requires an exact match between the product code in the Ad and the code of the purchased item, this ensures precise tracking and reporting.

1. Ad generation: When a customer shops on a retailer’s website, they will trigger an ad request on each page specifying the user’s tracking IDs and relevant page criteria (the user’s current page, search, or taxonomy browsing and store). Epsilon Retail Media’s platform creates advertisements related to specific product codes that the retailer surfaces on their website.
2. Impression tracking: When a user views the advertisement, the system logs it as an impression. The retailer sends event data to Epsilon Retail Media to log this impression.
3. Click tracking: If the user clicks on the Ad, the system records the action as a click. The retailer transmits this event information to Epsilon Retail Media, linked with tracking IDs that uniquely identifies the browser session.
4. Purchase conversion: When a user completes a purchase, retailers supply Epsilon Retail Media with a log of sales orders that typically include all online purchases. Each purchase record is associated with tracking IDs.
5. Data matching and attribution:
   1. Epsilon Retail Media matches sales orders to advertisements using the product codes and tracking IDs.
   2. The system uses an attribution window—depending on ad type set at 14 or 30 days—to determine whether a purchase qualifies for attribution based on the ad's appearance.
   3. Sales that meet the criteria within the attribution window are flagged as conversions.
6. Data recording: Results are stored in Epsilon Retail Media reporting tables, indicating the ad as a successful conversion. Reports include details such as the number of unit sales and total sales revenue.