Attribution is an indispensable part of precise ad targeting. Advertisers use attribution to understand their successfully converted users, including their conversion journey, resulting behaviors, and implicit value. Attribution can be used to track the actual effectiveness of different ads to identify the most effective advertising channels or ad creatives and improve ROAS. Common attribution models include:

  • Click-through attribution: Allows advertisers to measure the value for each advertising channel and allocate ad spend based on the actual number of clicks.

  • View-through attribution: Allows advertisers to allocate ad spend based on the number of ad impressions. The value of different advertising channels is measured based on user impression tracking.