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 after the user clicked that ad. Here, the click is the attributing event, and the purchase is the attributable event. This is the most common method in retail media.

Customizable Attribution Windows

Attribution windows can now be configured per ad format, ranging from 1 to 90 days:

• Sponsored Listings: Often use shorter windows (1-14 days) as they target users with high purchase intent
• Sponsored Brands: May use medium windows (7-30 days) to account for brand consideration periods
• Banner/Native/Video Ads: Typically benefit from longer windows (14-90 days) as they focus on awareness and discovery

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 awareness-focused formats like homepage banners and video ads.

Format-Specific Configuration Examples

Example 1: E-commerce Marketplace

Sponsored Listings:
- Model: Last-click
- Window: 7 days
- Rationale: Direct purchase intent, quick decisions

Banner Ads:
- Model: Last-impression
- Window: 30 days
- Rationale: Awareness campaigns, longer consideration

Example 2: Fashion Retailer

Sponsored Listings:
- Model: Last-click
- Window: 14 days
- Rationale: Fashion items have moderate consideration period

Video Ads:
- Model: Last-impression
- Window: 45 days
- Rationale: Seasonal campaigns, brand storytelling

Attribution Scenarios

Scenario	Attribution Result	Reason
User sees banner → clicks sponsored listing → purchases	Sponsored Listing	Clicks priority + format priority
User sees video ad → sees banner → purchases	Banner	Most recent impression (if both use last-impression)
User clicks sponsored brand → sees banner → purchases	Sponsored Brand	Click takes priority over impression

Best Practices

1. Start Conservative: Begin with standard windows and adjust based on data
2. Consider Your Category: High-consideration products may need longer windows
3. Test Incrementally: Change one format at a time to measure impact
4. Monitor Performance: Use reports to validate your attribution settings

For more details on banner-specific attribution, see Banner Attribution.