Direct Attribution

Direct attribution ties user purchases directly to ad interactions. This typically occurs when a user clicks on an ad (click attribution) or views an ad (impression attribution) within a set timeframe.

Click Attribution

In click attribution, a purchase is linked to an ad if it occurs within a predefined window (usually no more than 14 days) after the user clicked that ad. Here, the click is the attributing event, and the purchase is the attributable event. This is a common method in retail media.

Impression Attribution

Impression attribution is less strict, only requiring the customer to have seen an ad before making a purchase for attribution. The user viewing the ad is the attributing event. This model is ideal for ads like homepage banners.