Important update: change in attribution rules
On July 9, we will adjust the attribution rules for Sponsored Products and Branded Shelves. With this change, we will measure more consistently, transparently, and in line with IAB market standards. This will make advertising reports easier to read and results easier to compare with other retail media platforms. These adjustments will also apply to Display Onsite in Q3.
Important to know
Important to know
The change has no impact on the actual performance of your campaigns. We are mainly improving the way sales are attributed to ads. This may lead to shifts in, for example, conversions, attributed revenue, ACoS. These shifts are due to the updated attribution logic, not because your campaigns are performing differently.
Consequences of the change
The new attribution rules provide a more accurate and realistic picture of your advertising results. This also makes the measurement logic more consistent across Sponsored Products and Branded Shelves. We are adjusting these measurement methods and attribution rules, among others:
- Cancellations and failed payments no longer count as attributed sales.
- In addition to the standard 14-day attribution, we are also making an extra 30-day attribution period available in reports and the API. This provides insight into orders that occur later, up to 30 days after a ‘click’ or ‘view’ on your ad.
- In Q3, the Display Onsite results will also be shown excluding VAT.
In short:
Your performance does not change, but the way we measure does. This means your results will align better with your overall marketing mix and you can make more informed decisions in your marketing strategy.
These are the specific changes and new attribution rules:
These are the specific changes and new attribution rules:
