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Understanding Conversion Attributions

Conversion Attribution is about figuring out which ad on which date is responsible for a user converting, like making a purchase or signing up. In this article, we’ll explain what Conversion Attribution is and how Mixo tracks and reports it.

Example: Peter sees 3 ads of your brand over a few days:

  • Jan 1: He sees an ad but doesn’t click.
  • Jan 3: He clicks on another ad but doesn’t buy anything.
  • Jan 9: He clicks on a third ad and makes a purchase.

Conversion Attribution

Data-driven Attribution

This method splits credit across multiple ads. It uses data to determine how important each ad was in the customer’s journey.

Example: If Peter saw 3 ads before buying, the system might say:

  • Ad 1 gets 10% credit — 0.1 Conversion gets reported on Jan 1.
  • Ad 2 gets 30% credit — 0.3 Conversion gets reported on Jan 3.
  • Ad 3 gets 60% credit — 0.6 Conversion gets reported on Jan 9.
Last-Click Attribution (Used by Mixo)

This simpler method gives 100% of the credit to the last ad clicked before the user converts.
Example: Even if Peter saw ads on Jan 1 and Jan 3, only the Jan 9 ad gets credit because it was the last one clicked.

  • Ad 1 gets 0% credit — 0 Conversion gets reported on Jan 1.
  • Ad 2 gets 0% credit — 0 Conversion gets reported on Jan 3.
  • Ad 3 gets 100% credit — 1 Conversion gets reported on Jan 9.

What is a Conversion Window?

Conversion Attribution

A Conversion Window is the amount of time after an ad is clicked during which a conversion is still counted. By default, all campaigns run by Mixo are setup with 30 days Conversion Window.

Example: Mary clicks an ad on Jan 1 and converts by Jan 3, that ad gets the credit. But if she converts on Feb 3, the ad doesn’t get credit because it’s outside the 30-day window. Another ad, which ran on Feb 3 will get this credit.

How Mixo reports conversions?

Mixo uses Last-Click Attribution and 30 days Conversion Window when creating ads. Let’s understand this with a few customer-journey scenarios:

Scenario 1
Will sees an ad on Jan 1, clicks it, and converts. Mixo reports 1 conversion for Jan 1.
Scenario 2
Jacklyn sees an ad on Jan 1, clicks but doesn’t convert. She sees another ad on Jan 3, clicks, and converts. Mixo reports 1 conversion on Jan 3.
Scenario 3
Martin sees an ad on Jan 1, another on Jan 3, but doesn’t convert. Then on Jan 9, he clicks on the ad and converts. Mixo reports 1 conversion on Jan 9.
Scenario 4
Anthony sees an ad on Jan 1, clicks but ignores it. He later visits the website on his own and converts on Jan 3. Mixo reports 1 conversion on Jan 3, as he originally came from an ad. 
Scenario 5
Sagar sees an ad on Jan 1, clicks but doesn’t convert. He returns to the website on his own and converts on Jan 20. Mixo reports 1 conversion on Jan 3 as the conversion happened within the 30-day window.
Scenario 6
Liz sees an ad on Jan 1, clicks but doesn’t convert. She returns to the website on her own and converts on Feb 10. Mixo does not report any conversion since it happened outside the 30-day window.