Additional Attribution

The additional attribution feature is useful when an attributing event, such as an impression or click, boosts the conversion of multiple products. This feature is particularly relevant for banner ads, where a click might lead to a page displaying various products. With additional attribution, you can report interactions with these products and ensure the ad campaign is correctly attributed.

It allows a marketplace to associate an attributing event to an additional entity which can be a specific product or a vendor. The former is known as product additional attribution and works in the same way as click or impression attribution. When the additional attribution is associated with a vendor, the attribution works in the same way as halo attribution.

Additional attribution is available under any attribution model, and therefore does not need any special configuration. To use this feature a marketplace just needs to fill an additional object when reporting an event.

How it works

Additional attribution method is a often used in banner campaigns as an alternative for banner attribution. After the ad is showed to the user, the marketplace should send an additional attribution impression event for each product related to the banner. Alternatively, if the banner redirects to a PLP, the marketplace can send additional attribution impression event for each product on that page.

If the user clicks on one of the products related to the banner, the marketplace should send an additional attribution click event for the banner so it is correctly attributed.