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Better attribution and improvements

October 7, 2024

Merge OpaqueUserId

The new Merge OpaqueUserId feature allows advertisers to track user interactions across devices and sessions, even when users switch from anonymous browsing to logged-in activity. This enables more accurate multi-device and multi-channel attribution.

Key Benefits

  • Enhanced Tracking: Allows marketplaces to better understand user behavior across devices and sessions.
  • Improved Attribution: Merging anonymous and logged-in sessions improves ROAS by attributing conversions more accurately.

How It Works

Marketplaces send events with an opaqueUserId during user interactions (e.g., clicks or views). When the user logs in, a new opaqueUserId is used.

The marketplace can link the anonymous and logged-in opaqueUserIds through the Link Users API, improving attribution calculations for purchases.

API Endpoint: POST v2/events/beta/link-users

{
  "link-users": [
    {
      "from": "anonymous_opaqueUserId",
      "to": "loggedIn_opaqueUserId"
    }
  ]
}

Keywords per Product

The Keywords per Product feature allows marketplaces to assign automated keywords to individual products, rather than applying them across entire campaigns. This enables more targeted and relevant advertising by running searchQuery auctions additionally to product lists and category auctions.

Key Benefits

  • Increased Relevance: Assigning keywords at the product level ensures ads are more closely aligned with user searches.
  • Enhanced Competition: Allows multiple keywords per product, increasing participation in auctions and potentially driving higher ad spend.
  • Increased Reach: having a more general pool of keywords allows products to participate in more auctions where they are relevant.

How It Works

Marketplaces allow Topsort to activate the feature Automated Keywords Per Product and have searchQuery auctions. The feature returns a list of automatically generated keywords for each promoted product based on historical auction data.

Example:

{
  "product_id": "643727999",
  "product_name": "Aceite Ominatural Esencial",
  "keywords": ["aceites esenciales", "aceite esencial", "aceite omninatural", "omninatural", "aceites naturales", "aceites naturales esenciales", "aceite oleo esencial", "oleo esencial"]
}

During campaign setup, keywords are automatically used if enabled, removing the need for manual configuration.