Table of contents
Attribution models for Custom reports
Attribution is how advertisers assign credit for the success of their advertising campaigns. It evaluates the marketing touchpoints a user encounters on their path to a desired outcome (such as a purchase). The goal of attribution is determining which channels and messages had the greatest impact on the decision to take the desired action (such as click or conversion).
The appropriate attribution model depends on your advertising goals, campaign objectives, and the nature of your customer journey. The right attribution model helps you uncover valuable insights into touchpoint interactions, optimize your strategies, and make data-driven decisions that enhance your advertising efforts.
How is attribution model determined?
The default attribution model at Criteo is Post Click 30 Days. However, there are different ways to send your attribution data to us as follows:
In Sales tag, you can send your attribution information to us indicating if you attributed the sale to Criteo. Here, we utilize this data for both reporting and as input for the engine.
To align with your data that uses Google Analytics as primary source of reporting, we use UTM parameters to identify the last-click channel and attribute a conversion to the most recent Criteo ad.
Available Attribution Models
Criteo currently offers several attribution models. Each model employs a different approach to assign value to interactions, helping advertisers assess the role of different channels in driving conversions.
30 Days Click: A sale is attributed to your campaign when a user clicks your ad and purchases a product within the following 30 days.
1 Day Click: A sale is attributed to your campaign when a user clicks your ad and purchases a product within the following 24 hours.
1 Day View: A sale is attributed to your campaign when a user views your ad and purchases a product within the following 24 hours.
30 Days Click + 1 Day View: A sale is attributed to your campaign when a user clicks your ad and purchases a product within the following 30 days or if they view your ad and purchase a product within the next 24 hours.
7 Days Click: A sale is attributed to your campaign when a user clicks your ad and purchases a product within the following 7 days.
7 Days View: A sale is attributed to your campaign when a user views your ad and purchases a product within the following 7 days.
14 Days View: A sale is attributed to your campaign when a user views your ad and purchases a product within the following 14 days.
30 Days View: A sale is attributed to your campaign when a user views your ad and purchases a product within the following 30 days.
7 Days Click + 1 Day View: A sale is attributed to your campaign when a user clicks your ad and purchases a product within the following 7 days or if they view your ad and purchase a product within the following 24 hours.
Client Attribution (Available when sharing your own attribution with Criteo) This can be done using the Criteo Deduplication Parameter in transaction events to indicate whether the transaction is attributed to Criteo or not.
Last Click: In the Last Click attribution model, the final touchpoint – the last click before a conversion – is given full credit.