Conversion Attribution

When an advertiser’s conversion pixel loads, Geobid determines if that pixel load can be associated with a user, and if so, whether the user has converted in response to having previously viewed or clicked one of the advertiser’s creatives. This process is called conversion attribution.

An important concept to understand is the pixel’s lookback window. The lookback window is set by the advertiser for each conversion pixel. It determines how far back in time to search the user’s cookie data for evidence of a view or click of the advertiser’s creative. If a view or click occurred within the lookback window, it is given credit for the conversion.

Geobid performs conversion attribution using the hybrid “post-view/post-click” method.

The Conversion Attribution Process

Step 1. The user’s browser loads the conversion landing page and fires the conversion pixel

Step 2. Our system checks for an Geobid cookie stored by the browser and attributes the conversion if possible

  • If there is a Geobid cookie stored by the user’s browser, the pixel is recorded as having loaded, and we check the cookie data for the most recent view or click associated with the advertiser’s creative. If the cookie data includes a record of a view or click event within the user-specified lookback window, the conversion is attributed.

Attribution Example

Geobid supports hybrid conversion pixels, which allows views or clicks to be credited for conversions. The lookback window for views and clicks can be configured separately. If both impressions and clicks are attributed using the same lookback window, the following rules apply:

  • The most recent click is always given credit for the conversion. This is true even if there are impressions which have occurred more recently than the click.
  • If there are no clicks, only impressions, the most recent impression is attributed.
  • If there are no clicks or impressions, the conversion is not attributed.

In the example diagrammed below, both impressions and clicks have been configured with the same lookback window.  Since clicks receive preference over views that occur within the same lookback window, the most recent click has been credited with the conversion, and is marked in green.

Conversion Pixel, Separate Lookback Windows

In this example, impressions are given a much shorter lookback window than clicks. This means that a click further in the past will be credited with a conversion over a more recent impression. In the diagram below, a click (marked in green) has occurred within the longer Click Lookback Window, and is given credit for the conversion over a number of more recent impressions.

In the diagram below, a Hybrid conversion pixel has been configured with a short View Lookback Window and a longer Click Lookback Window. There are no clicks within the click lookback window, therefore the most recent impression within the view lookback window (marked in green) is credited for the conversion.