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Attribution Product Overview

Our attribution product designed to simplify Connected TV (CTV) campaign tracking.

Introduction:

Our attribution product designed to simplify Connected TV (CTV) campaign tracking. The product focuses on providing actionable insights, user-friendly reporting, and an always-on, up-to-date data stream, allowing marketers to understand the customer journey and optimize their campaigns.

Value Proposition:

  • Actionable Insights: The platform provides data beyond mere numbers, offering a holistic view of the customer journey from initial visit to final sale and return on ad spend (ROAS). This empowers users to identify campaign strengths, weaknesses, and optimization opportunities.
  • Always-On, Up-to-Date: Daily reprocessing of attribution data ensures users always have access to the latest insights, eliminating delays and outdated reports.
  • User-Friendly Reporting: The intuitive dashboard design prioritizes ease of use, enabling quick and effortless data exploration without extensive training.

Key Capabilities:

  • Dynamic Web Event Tracking: Users can define custom metrics relevant to their business, moving beyond pre-set options. This allows for tracking of specific actions like "Sales," "Purchases," or "Orders" with custom names and KPIs. Key-value parameters further enrich these metrics, capturing data like revenue, IDs, or SKUs. As the document states, "If it’s important to you, we can capture it."
  • Retargeting & Detargeting: The platform leverages pixel data to create targetable audience segments. This allows for retargeting strategies based on website visits and exclusion of converted customers for optimized campaign efficiency.
  • E-Commerce Platform Compatibility: Seamless integration with Shopify and WooCommerce platforms enables direct capture of purchase data, streamlining data collection.
  • Frequency & Conversion Window Analysis: The reporting functionality eliminates guesswork in setting attribution windows and frequency caps. Insights into conversion timeframes and effective frequency per household guide optimal campaign settings.

Implementation Overview:

  • Integration Setup: Placement of pixels on the website to track events like visits, page views, and conversions.
  • Implementation of custom macros for passing user data such as revenue or IDs.
  • Data Mapping: Automatic mapping of website visitors to ad impressions via IP address, ensuring daily attribution updates.
  • Rigorous auditing and testing of IP addresses focus on residential addresses, avoiding attribution errors from shared networks.
  • Reporting Configuration - Attribution Window: Options for 7, 14, or 30 day attribution windows cater to various product price points and consideration periods.
  • Methodology: Users can select either Last-Touch attribution, crediting the most recent impression, or Multi-Touch attribution, equally crediting all impressions leading to conversion.
  • Reporting: Always-on dashboard reporting with daily reprocessing by 5 AM ensures access to fresh data. Configurable log-level exports provide granular conversion data for integration with internal systems and holistic analysis.

Pixel Tracking Overview:

The system utilizes tracking pixels to monitor online events and generate attribution reports. Users are advised to create a dedicated pixel for each web event to enhance clarity and insights.

  • Pixel Type - JavaScript: This default and recommended option provides advanced functionality for tracking dynamic user interactions like form submissions and purchases. It's suitable for complex tracking scenarios requiring revenue or ID capture.
  • Image Pixel: This lightweight alternative is ideal for simpler needs like tracking page views or static events, particularly where JavaScript support is limited.
  • Event Tracking - Session Tracking: Ideal for upper-funnel actions like website visits or landing page views. It records one event per user session, focusing on unique visitor counts aligned with awareness goals.
  • Total Fires Tracking: Suitable for mid- and lower-funnel actions such as sign-ups, purchases, or donations. It counts every event occurrence, even from repeat users, ensuring complete capture of conversion actions.

 

Pixel Placement:

Detailed instructions are provided for pixel placement using both Tag Managers (e.g., Google Tag Manager) and manual insertion into website code. Best practices emphasize avoiding pixel duplication on the same trigger to prevent data skewing. Placement of “Visit” pixels on all pages is recommended to capture all initial response actions.

Advanced Tracking:

Advertisers can leverage key-value parameters to enrich attribution data with specific details about web events. This enables tracking of revenue alongside "Sales" events, along with other relevant values like product IDs, order IDs, and user IDs. Customizable parameters cater to individual business requirements. The document provides clear guidance on passing dynamic values and utilizing comma delimiters for multiple values.

Let's Get Started

Please email Support@JamLoop.com or contact campaign management through chat to review the attribution options and have your tracking pixels created and sent.