Ad Network Conversion Attribution

In Atrilyx, you can view the conversions, view through conversions, and revenue reported by the ad network. Atrilyx uses the default conversion windows for each ad network, for example, in Google it is 30 days. If your conversion window in the network is less than the standard set by the network, that will be your conversion window, however, if it is larger, you will lose some conversion data. If these larger attribution window metrics are important for your reporting, please speak to your Atrilyx Customer Representative about having a custom connector setup for your network accounts with an appropriate conversion window.

Please note that a custom connector with a larger window may incur higher costs due to the larger number of rows being synced.

How are my conversions counted?

In Google & Microsoft Ads, the conversion is typically attributed to the day when the user first clicked on your ad, also known as the "click-through conversion." In your scenario, if the user clicked on your ad on Tuesday but didn't convert until Friday, Google would report that conversion on Tuesday, the day of the initial click.

Google & Microsoft Ads uses the concept of a conversion window to track and attribute conversions to specific interactions with your ads. By default, the conversion window is set to 30 days after the click. It means that any conversions that occur within 30 days after a user clicks on your ad will be attributed to that initial click.

If the user clicked on your ad on Tuesday, their conversion on Friday would fall within the 30-day window, and the conversion would be attributed to the Tuesday click in your ad report. This allows you to see the effectiveness of your ad campaigns and understand how many conversions were influenced by your ads.

Other Networks Such as Tik Tok, Twitter, Meta (Facebook) etc., have similar attribution systems, differences noted below.

Facebook uses a similar attribution model for conversions as Google Ads and Bing Ads. When a user clicks on your Facebook ad and later converts, the conversion is attributed to the day of the initial click, also known as the "click-through conversion."

Facebook's default conversion window is different from Google Ads and Bing Ads. By default, Facebook uses a 28-day click-through conversion window. This means that any conversions that occur within 28 days after a user clicks on your Facebook ad will be attributed to that initial click.

If a user clicks on your Facebook ad on a Tuesday and converts on Friday, Facebook will report that conversion on Tuesday in your ad report.

Additionally, Facebook also provides a 1-day view-through conversion window. A view-through conversion occurs when someone sees (views) your ad but doesn't click on it and later converts. Facebook attributes these conversions to the day of the view, within a 1-day view-through conversion window.

TikTok typically attributes conversions to the day of the initial click, following a click-through conversion model. If a user clicked on your Tik Tok ad and later converted, the conversion would be reported on the day of the initial click, within a specific conversion window.

Twitter typically attributes conversions to the day of the initial click, following a click-through conversion model. If a user clicked on your Twitter ad and later converted, the conversion would be reported on the day of the initial click, within a specific conversion window.

Twitter Ads provides advertisers with the ability to customize the conversion window based on their preferences. By default, the conversion window is set to 30 days after the initial click. This means that any conversions that occurred within 30 days after a user clicked on your Twitter ad would be attributed to that initial click.

LinkedIn typically attributes conversions to the day of the initial click. If a user clicked on your LinkedIn ad and later converted, the conversion would be reported on the day of the initial click, within a specific conversion window.

LinkedIn Ads provides advertisers with the ability to customize the conversion window based on their preferences. By default, the conversion window was set to 30 days after the initial click. This means that any conversions that occurred within 30 days after a user clicked on your LinkedIn ad would be attributed to that initial click.

The Trade Desk typically attributes conversions to the day of the initial click. If a user clicks on your ad served through The Trade Desk and later converts, the conversion would be reported on the day of the initial click, within a specific conversion window.

The Trade Desk provides advertisers with the flexibility to customize the conversion window to suit their specific campaign goals. By default, the conversion window might be set to 30 days after the initial click. This means that any conversions that occur within 30 days after a user clicks on your ad would be attributed to that initial click.

Please note that advertising platforms and their attribution models can change over time, so it's essential to refer to the ad networks' official documentation or help center for the most up-to-date information on their attribution models and conversion tracking settings.

It's worth noting that these attribution models can be customized in most advertising platforms, so advertisers can adjust the conversion window settings according to their specific needs and campaign goals.