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Attribution Models

Attribution defines how conversions (sales) are credited to ad interactions.
In GoWit, attribution works along two main dimensions:

  1. Interaction Type

    • Post-Click Attribution → A conversion is counted only if the user clicked the ad before the purchase.
    • Post-View Attribution → A conversion can be counted if the user only viewed the ad (impression), even without clicking, as long as the purchase happens within the attribution window.

    Example:

    • Post-Click: User clicks ad for Product A → Purchases Product A.
    • Post-View: User sees ad for Product A (no click) → Purchases Product A.

  2. Sale Type

    • Direct Sale → User purchases the exact product shown in the ad.
    • Indirect Sale → User purchases a different product from the same advertiser (halo effect).

    Example:

    • Direct: Ad shows Product X (Brand Y) → User buys Product X.
    • Indirect: Ad shows Product X (Brand Y) → User buys Product Z (Brand Y).

Combined Attribution Paths​

By combining both dimensions, GoWit supports 4 attribution paths:

  • Post-Click Direct – Click + same product.
  • Post-Click Indirect – Click + different product (same advertiser).
  • Post-View Direct – View only + same product.
  • Post-View Indirect – View only + different product (same advertiser).

Attribution Window​

  • Attribution is evaluated within a configurable conversion_range (lookback window).
  • This window defines how far back from the sale event GoWit will check for ad interactions (clicks or views).
  • Both post-click and post-view events use the same conversion_range setting — the window does not differ by event type.
  • Events that fall outside the defined window (e.g., impressions or clicks too old relative to the purchase) are not considered for attribution.

Attribution Logic in Reporting​

  • Both Post-Click and Post-View conversions are always calculated internally.

Attribution Settings in Admin Panel​

There are two levels of attribution settings available in the Admin Panel:

  1. Attribution Settings by Format

    • Location: Admin Panel → Settings → Campaign Settings → Conversions
    • Defines which attribution type (Post-Click or Post-View) is applied by default to each campaign format (e.g., Sponsored Product, Sponsored Display, Sponsored Video).
    • This determines the attribution type shown in dashboard tables.
    • Example: If Sponsored Product is set to Post-Click, all conversion metrics in tables will reflect Post-Click attribution.

  2. Attribution Settings by Reporting

    • Location: same Conversions tab, under Reporting section.
    • Enables both Post-Click and Post-View metrics to appear side by side in reports.
    • Options:
      • Separate Metrics in Marketplace Report → Splits attribution metrics in marketplace-level reports.
      • Separate Metrics in Advertiser Report → Splits attribution metrics in advertiser-level reports.
    • When enabled, both metrics are visible, helping compare click-driven vs. view-driven conversions.

Important Note for Testing​

  • Attribution configuration is primarily a business decision, but it also affects what results are visible during testing.
  • If you are testing on a format configured with Post-Click attribution only, you may not see view-through conversions even though they are tracked.
  • To validate full integration during testing, ensure you understand which attribution mode is active in the settings.
  • Enabling Separate Metrics during QA can be helpful to confirm that both Post-Click and Post-View events are flowing correctly before launch.

⚠️ Best Practice:

  • Keep attribution settings consistent during a campaign’s lifetime for reliable ROAS/ACOS tracking.
  • If you want to see both models at once, simply enable the separate metrics option in the Conversions settings (no need for custom reporting request).

Integration Requirements​

For attribution to function correctly:

  • Use stable session_id across impressions, clicks, and sales.
  • Include customer_id if available (for cross-device attribution).
  • Always send all sales (including organic). GoWit will filter attribution automatically.
  • Ensure timely event logging (impressions, clicks, sales).

Why It Matters​

Attribution models affect:

  • Which conversions are counted for reporting.
  • How advertisers evaluate campaign performance.
  • Metrics like ROAS, ACOS, CVR.

Correct setup ensures advertisers see an accurate and consistent view of ad impact.