Attribution models for Custom reports

Attribution models help you figure out which parts of your advertising campaigns are working best. Attribution tells you which ads and channels helped convince a customer to buy something. It tracks how customers interact with your ads before making a purchase - looking at all the times a customer saw or clicked your ads before buying. 
 
For example, a customer sees your display ad on Monday, clicks on a retargeting ad on Wednesday, and finally buys your product on Friday. Attribution models help you decide which ad gets credit for that sale - was it the first ad that introduced your brand, the clicked ad that brought them back, or should both ads share the credit?

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.

Attribution at Criteo  

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:

• Client attribution - 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.

• Google Analytics - 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 assigning value to interactions, helping advertisers assess the role of different channels in driving conversions.