Halo Attribution

Traditional attribution models, limited to same-product interactions, often miss the full revenue impact of advertising. Ads frequently drive sales for related or unadvertised products, not just the one promoted.

For example, an ad for a new product might also boost sales of older products from the same brand. Similarly, a product ad on a marketplace can lead customers to explore the entire seller’s catalog, generating revenue beyond the advertised item. These “halo effects” aren’t captured by the same-product attribution.

Halo Attribution Model

To address this, we offer the Halo Attribution model. This model replaces the same-product constraint with a same-vendor constraint. It identifies all products that were purchased from that vendor, regardless of whether they were directly advertised. Halo Attribution can use either clicks or impressions as the attributing event.

Note: Talk to your Topsort representative to enable this attribution model in your marketplace.

How it Works

When reporting a purchase, each purchased product item must include its vendorId. Example of a purchase event with Vendor ID:

{
  "purchases": [
    {
      "id": "...",
      "opaqueUserId": "...",
      "occurredAt": "2024-10-28T07:43:54-06:00",
      "items": [
        {
          "vendorId": "VEIA929919", // Vendor ID
          "unitPrice": 900,
          "quantity": 1,
          "productId": "MKQUJ9191"
        }
      ]
    }
  ]
}