In a post-view model, it would be given credit for the conversion. Let’s say your ad is served in the middle of a blog article, but the user never reads to the part of the blog post where your ad is.
Since launching its own attribution platform, Facebook does not allow third-party impression tracking. Facebook does not allow third-party impression tracking.However, there are a few issues with post-view data: Here is how the journey we had above might look measured on a post-view conversion attribution model.īy reading the above, the obvious would be to work with post-view data instead of post-click data. These channels usually are not driving clicks, but still, contribute to outcomes. Most of the advertisers who advertise on multiple channels will have video and social media as part of the conversion journey. With post-view conversions, as the name suggests, not just the click but also the views a user has in the specified lookback window get a part of the credit for the conversion. For example, in low-cost eCommerce transactions, the lookback window might be 7 – 14 days, whereas, on complex products like selling a car, a lookback window of 60 days could be used. The lookback window is a period when action should be matched to the conversion after an ad is clicked. If attribution is done on a post-click instead of a last-click basis, each touchpoint, or click, will get a part of the conversion credit if the action happens within the defined lookback window. In the example below the user has clicked on a paid search keyword, a link in an email and then converted through organic search. In reality, the user might have had multiple different actions before the conversion action.
Our click-based example was based on the immediate action, a click in this way of measuring, preceding the conversion. However, advanced advertisers look at this a bit different: User A has clicked on link B before immediately converting on my website. As briefly mentioned in our general overview post on the topic of marketing attribution modeling, the decisions on whether to measure based on a post-click or post-view model depend to a great extent of the tracking possibilities you have at hand.īut before going too much into detail on this topic, let’s have a look at what post-view and post-click actually means.ĭigital advertisers usually look at measuring the impact of their advertising using clicks, for example: In marketing measurement, there are two common ways to giving credit to each touchpoint in a conversion sequence: post-view, also known as a view-through conversion, and post-click conversion.
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