Attribution by Ad Format

Why It's Important

Different ad formats serve different purposes in the customer journey. A banner ad creates awareness at the top of the funnel, while a sponsored listing drives immediate purchase decisions. Using the same attribution model for all formats doesn’t accurately reflect their true contribution to conversions. This update allows you to tailor attribution logic to match how each format actually influences customer behavior.

What’s New

We’re introducing the ability to customize attribution models and windows for each ad format independently:

• Sponsored Listings
• Sponsored Brands
• Banner/Native/Video Ads (grouped together)

Each format can now have its own:

• Attribution Model: Last-click or last-impression
• Attribution Window: 1-90 days

Key Benefits

Accurate Performance Measurement

Measure the true impact of each ad format based on its role in the customer journey. Banner ads that influence purchases weeks later will now get proper credit.

Smarter Budget Allocation

Discover which ad formats truly drive conversions when measured correctly. Reallocate spend to formats that deliver higher ROAS under appropriate attribution windows.

Format-Specific Optimization

Optimize each ad format based on its actual contribution pattern. Upper-funnel formats can be evaluated on longer-term impact rather than immediate conversions.

How it Works

Attribution Models Available

• Last-Click: Credits the last ad clicked before conversion (default for all formats)
• Last-Impression: Credits the last ad viewed, even without a click

Attribution Rules

1. Each conversion is attributed to only one ad interaction
2. Priority order:
   • Clicks take priority over impressions
   • Sponsored Listings take priority over other formats
3. Attribution window can be set from 1 to 90 days per format

Getting Started

1. Contact your Topsort account team to discuss your attribution strategy and goals.

2. We’ll help you configure appropriate models and windows for each ad format based on your business needs.

3. Monitor performance in your reports, which will clearly show which attribution model and window are applied to each metric.

4. Adjust settings as needed based on performance data and seasonal patterns.

Example Use Cases

Scenario 1: Revealing Banner Ad Value

A retailer discovers their banner ads frequently contribute to conversions 2-3 weeks after impression. By extending the attribution window from 7 to 30 days, they uncover that banner ads drive 3x more conversions than previously measured, leading to increased banner investment.

Scenario 2: Optimizing Format Mix

Using last-impression attribution for video ads with a 14-day window, while keeping last-click for sponsored listings with a 7-day window, provides clearer insights into each format’s role. This leads to a 25% improvement in overall ROAS through better budget allocation.

Important Considerations

• Reporting Transparency: All reports will clearly indicate which attribution model and window are used for each metric
• eCVR Integration: Attribution calculations are fully integrated with our predictive models
• Configuration Flexibility: Settings can be adjusted as you learn more about your customers’ behavior patterns

Tip

Best Practice: Start with conservative changes to attribution windows and models. Test one format at a time to clearly see the impact on your metrics before making broader adjustments.

Questions?

Contact your Topsort account manager to discuss how customizable attribution models can help you better understand and optimize your ad performance across all formats.