The post-view reattribution feature is a key component of the attribution models offered on our platform. It complements post-click attribution to provide a more comprehensive and precise view of your campaign performance. Integrated into the Data-Driven model, post-view attribution enhances your analysis by accounting for the impact of advertising exposures that generate engagement, even without direct clicks.

What is Post-View Attribution?

Post-view attribution reallocates a portion of conversions initially attributed to "neutral" channels such as Direct Access, SEO and SEA Brand to channels that have demonstrably contributed to advertising exposure and user engagement. It evaluates impressions and interactions (engagements) to quantify the indirect influence of campaigns on customer journeys.

How Does Post-View Work Within Attribution Models?

Key Principles of Post-View Reattribution:

1. Complementary to Post-Click Attribution:

Post-click focuses on conversions directly resulting from a click.
Post-view captures conversions influenced by advertising exposure without immediate interaction (click).

2. Conversion Redistribution:

Conversions attributed to SEO and Direct Access are partially reallocated to channels that delivered relevant exposures (impressions) or significant interactions (engagements).
These channels include social media, programmatic display, video campaigns, email, influencers, audio and affiliation.

3. Multi-Touch Consistency:

Each channel is analyzed daily to calculate its influence on conversions.

Technical Details of the Post-View Mechanism:

Calculation Steps:

1. Data Collection:

Impressions: The total number of impressions delivered by each channel.
Engagements: Channel-specific data such as completed videos, likes, email opens, shares, and comments.

2. Engagement Coefficient Calculation: Each channel is assigned an "engagement coefficient" based on:

A weighting of various interaction types (e.g., a completed video carries more weight than a like).
A proportional distribution of impressions for channels with limited engagement data.

3. Conversion Redistribution:

The conversions to be reattributed are distributed among channels in proportion to their engagement coefficients, rewarding those that demonstrated significant contributions to engagement and memorization. The number of conversions to be reattributed is based on advertising intensity, calculated every day.

Engagement coefficients

Reactions: 0.50
Videos started: 0.20
Videos completed: 1.20
Shares: 0.80
Comments: 1.20

Simplified Example of Application:

Note: For obvious reasons, Commanders Act cannot reveal the exact "secret sauce" of its algorithm. The following example is simplified to illustrate the general principles behind post-view reattribution.

Suppose we have 1,000 conversions initially over-attributed to Direct Access and SEO:

Channel A (Social Media):

◦ 10,000 impressions

◦ 200 completed videos

◦ 150 likes

Channel B (Programmatic Display):

◦ 15,000 impressions

◦ No engagement data available.

Simplified Calculations:

1. Engagement Scores per Channel:

For Channel A: (200 completed videos × weight 1.0) + (150 likes × weight 0.5) = 275
For Channel B: No engagement data, so the score is 0.

2. Total Weight per Channel:

For Channel A: Impressions (10,000) + Engagement Score (275) = 10,275
For Channel B: Impressions (15,000) + Engagement Score (0) = 15,000

3. Conversion Redistribution:

For Channel A: (10,275 ÷ Total Weight [10,275 + 15,000]) × 1,000 conversions ≈ 407 conversions
For Channel B: (15,000 ÷ Total Weight [10,275 + 15,000]) × 1,000 conversions ≈ 593 conversions

Best Practice: Reconnect your sources promptly!

Ensure that data sources remain connected by promptly addressing any system alerts. A "downgraded mode" banner will appear if a temporary disconnection occurs and email alerts will be sent out, encouraging reconnection to maintain optimal data accuracy.

By seamlessly integrating direct and indirect performance metrics, post-view attribution enriches your marketing strategies with a nuanced and complete understanding of your campaignʼs effectiveness.

Frequently Asked Questions

Does our algorithm correct all reports ?

At the moment, our algorithm does not correct what we call the “Conversion Reports” meaning the following reports: Transaction ID, Path Explorer and Channel Affinity.

Walled Gardens and the end of third party cookies do not allow anymore for a fully measurable impression tracking, meaning linking with certainty a single conversion with an ad impression. That is the reason why our algorithm corrects only aggregated data.

With Walled Gardens it is impossible to link with certainity a precise user with an impression of an ad. Post-view correction can only happen at a global statistic level, not on a deterministic granular one.

Is it possible to activate / desactivate this feature in the reports ?

Yes, you have a switch at the top of the reports to activate or deactivate the Post-View Attribution. By default, it is activated on the reports.

Is it possible to personalize the engagement formula ?

At the moment, it is not possible to personalize the engagement formula.

Does the formula only attribute Conversions to channels that have registered clicks ?

No, the formula works also on Channels that don’t have any registered clicks.

Does this feature only work with Adloop Tracking & Attribution data-source ?

Yes, you need to have the Adloop Tracking & Attribution data-source to have this feature. We cannot correct data coming from Analytics sources like Piano Analytics or GA4.

Does this feature necessitate tracking templates?

Technically, this feature will work even if you don’t have Adloop tracking templates in place, as long as you have defined the Matching manually.

However, some parts of the correction are unavailable without the tracking templates, so we encourage you to put them in place on your different channels (plus, you won’t have to do the manual matching!)

Which attribution models include post-view mechanism?

Our data-driven engagement based models are corrected. Other “classical” models (first-click, last-click, linear etc.) are not corrected.

On the platform

By default, the Post-View Attribution is activated on all accounts as soon as the Adloop Tracking & Attribution is activated.

If you want you can deactivate the Post-View Attribution in your reports by clicking on the button on the top of your reports.

When activated (blue), the post-view attribution is on.

When deactivated (grey), they post-view attribution is off.