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  • Writer's pictureTor Olav Haugen

Unlocking Attribution: Understanding Click and View Attribution in Programmatic Advertising!

Updated: Mar 17, 2023


 


Discover the Power of Attribution: Unlock Your Marketing Potential Today!


What are the key benefits of unlocking attribution in digital advertising?

  1. Improved campaign optimization: By understanding which touchpoints are driving the most conversions, advertisers can optimize their campaigns for better performance, reducing wasted ad spend and improving ROI.

  2. Better decision-making: Attribution data provides advertisers with valuable insights into their audience's behavior and preferences. Armed with this information, advertisers can make more informed decisions about ad creative, targeting, and budget allocation.

  3. Increased transparency: Attribution helps advertisers gain a better understanding of the performance of their ad campaigns, providing greater transparency into how ads are driving conversions and how ad spend is being allocated.

  4. Better budget allocation: Attribution helps advertisers identify which channels and touchpoints are driving the most conversions, enabling them to allocate their budget more effectively and efficiently.

  5. Enhanced customer experience: By understanding how customers interact with ads across different touchpoints, advertisers can create a more seamless and personalized customer experience, driving higher engagement and better results.

As programmatic advertising continues to grow in popularity, the importance of accurate attribution becomes increasingly important. Attribution is the process of determining which advertising touchpoints or channels led to a desired action, such as a sale or sign-up. Click and view attribution are two popular methods used to measure the effectiveness of programmatic advertising campaigns. In this article, we will explore the differences between click and view attribution and how they are utilized, and specifically managed within the Trade Desk DSP.


Click Attribution

Click attribution measures conversions that occur immediately after a user clicks on an ad. For example, if a user clicks on an ad and then makes a purchase on the advertiser's website, this conversion is attributed to the click. Click attribution provides a clear understanding of the direct impact of a specific ad on conversions. The Trade Desk DSP tracks clicks on ads and attributes conversions that occur immediately after a click to that specific ad.


View Attribution

View attribution, on the other hand, measures conversions that occur after a user has seen an ad but did not click on it. These conversions are attributed to the view, because the user was exposed to the ad and it may have influenced their decision to make a purchase later. The Trade Desk DSP uses algorithms to track and measure the impact of ads on consumer behavior, even if the consumer did not click on the ad. This is done through the use of tracking pixels and cookies, which allow the platform to identify when a user has been exposed to an ad and then later makes a conversion on the advertiser's website. The Trade Desk DSP offers several view attribution models, such as last touch, time decay, and position-based, which can help advertisers better understand the impact of their ads on consumer behavior.


Google Analytics and Attribution

Google Analytics is a tool that helps you track and analyze the traffic on your website. It allows you to see how visitors interact with your site and which pages they visit, as well as provide other data such as their location, the devices they use, and how they found your site.


Google Analytics is not designed to track and attribute conversions that occur as a result of Programmatic Advertising.

Programmatic advertising refers to the use of automated systems to buy and sell online advertising, such as display ads or video ads. These ads are typically served through ad exchanges or demand-side platforms (DSPs), and are targeted to specific audiences based on data such as demographics, interests, and behaviors.


While Google Analytics can track when someone clicks on an ad and is redirected to your site, it is not able to track what happens after that. For example, if someone sees an ad and then visits your site, but doesn't make a purchase or take any other desired action, Google Analytics will not be able to attribute that visit to the ad.


To track conversions that occur as a result of programmatic advertising, you will need to use a different tool, such as a conversion tracking pixel or a third-party analytics platform that is specifically designed to track these types of conversions. These tools can help you understand the effectiveness of your programmatic advertising campaigns and make data-driven decisions about how to optimize them.


Many brands and advertisers rely on Google Analytics to track conversions as their attribution source. However, Google Analytics uses a last-click attribution model, which only attributes conversions to the last ad click that led to the conversion. This means that post-view conversions, or conversions that occur after a user sees an ad but does not click on it, are not attributed to the ad in Google Analytics.


To track post-view conversions, advertisers can use third-party tracking tools like the Trade Desk's view-through conversion tracking. View-through conversions are tracked by placing a tracking pixel on the advertiser's website, which allows the Trade Desk to track when a user sees an ad and then later makes a conversion on the website. The Trade Desk can then attribute that conversion to the ad that the user was exposed to, even if they did not click on it.


 

Don't Miss Out on the Benefits of Attribution - Keep On Reading


 

Frequently Asked Questions

  1. What is the difference between click and view attribution, and which is more effective?

Click attribution measures conversions that occur immediately after a user clicks on an ad, while view attribution measures conversions that occur after a user has seen an ad but did not click on it. Both methods have their strengths and weaknesses, and the choice of which to use depends on the campaign goals and objectives. However, view attribution is gaining popularity as it provides a more complete understanding of the impact of ads on consumer behavior.

  1. How can I track view-through conversions in my programmatic advertising campaigns?

View-through conversions can be tracked by placing a tracking pixel on the advertiser's website, which allows the Trade Desk to track when a user sees an ad and then later makes a conversion on the website. The Trade Desk offers several view attribution models, such as last touch, time decay, and position-based, which can help advertisers better understand the impact of their ads on consumer behavior.


In addition to these common questions, there are a few other important things to keep in mind when it comes to online attribution and programmatic advertising:

  1. Attribution models can vary widely: There are several different attribution models that advertisers can use to measure the effectiveness of their advertising campaigns, including first-touch, last-touch, linear, time-decay, and position-based models. Each model has its strengths and weaknesses, and the best one for your campaign will depend on your goals and the nature of your business.

  2. Attribution data can be complex: Collecting and analyzing attribution data can be a complex process, especially if you are using multiple tracking tools and working with large datasets. It's important to have a clear understanding of the metrics you are tracking and the tools you are using, and to have a process in place for interpreting the data and making data-driven decisions.

  3. Attribution is just one piece of the puzzle: While attribution is an important part of measuring the effectiveness of your programmatic advertising campaigns, it's not the only metric you should be looking at. Other important metrics include click-through rate (CTR), conversion rate, cost per acquisition (CPA), return on investment (ROI), and customer lifetime value (CLV).

In conclusion, online attribution is a complex and ever-evolving field, but it's also a crucial part of measuring the effectiveness of programmatic advertising campaigns. By understanding the different types of attribution, using the right tracking tools, and analyzing your data carefully, you can gain valuable insights into how your campaigns are performing and make data-driven decisions to optimize your results.





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