How are Ad Conversions attributed?
Ignite doesn't attribute the conversion of your advertising. Instead, Ignite aggregates your data from multiple AdTech providers into consolidated reporting, allowing you to focus on forming your conclusions. Their attribution models will confirm that an intended outcome occurred after an advertiser's advert was served to a would-be customer.
Broadly speaking, there are two different models. These are called Last-click or Last-view attribution. AdTech companies such as Amazon, Facebook and Google use their proprietary data and technologies to confirm a conversion event happened within a set period after the ad impression or ad click. Typically these models review data generated during the first 30 days to attribute a view or click event to a specific outcome. Common examples include online orders, App downloads or mailing list sign-ups.
Attribution data points vary between AdTech companies but typically quantify the number of outcomes (orders, units sold or sales revenue) that their advertising formats influenced. These data points then allow marketers to determine the return on inventment.
Amazon Ads
The attribution windows for Amazon Ads depend on two factors. Firstly the type of advertising used by the Campaign and then the Account type. The grid below highlights the difference between Amazon Seller Central and Vendor Central accounts.
| Advertising Type | Amazon Seller Central | Amazon Vendor Central |
|---|---|---|
| Sponsored Brands | 14 Days | 14 Days |
| Sponsored Brands Video | 14 Days | 14 Days |
| Sponsored Display | 14 Days | 14 Days |
| Sponsored Products | 7 Days | 14 Days |
Amazon DSP
The Amazon DSP uses a last-click attribution model for conversion events during the last 14 days.
Facebook Ads
The default uses a last-click attribution model for conversion events during the last seven days. The default attribution model can be overridden and configured in the following ways:
- 1-day click
- 7-day click (default)
- 1-day click or 1-day view
- 7-day click or 1-day view
Ignite by Acorn-i will display conversions in the Ad Orders and Ad Sales columns based upon the attribution model assigned to the Campaign.
Google Ads
The attribution window defaults to 30-days for Search and Display campaigns. It is possible to adjust your click-through conversion windows to suit your needs. You can specify a window of 1 to 30, 60, or 90 days. Ignite by Acorn-i will display conversions in the Ad Orders and Ad Sales columns based upon the attribution model assigned to the Campaign.