# Attribution Models

Last touch, time-decayed multi-touch, incrementality, and exposure-to-purchase models with connected online and offline outcomes and package forecasts.

Attribution links video exposures to outcomes, such as clicks, add-to-carts, purchases, sign-ups, and offline sales. It runs through the ID graph and your connected commerce events. Genuin reports outcomes per placement and partner, and forecasts conversions for packages before they're sold.

[Octo](https://begenuin.com/developers/get-started/any-business/octo-operates-your-brand-control-center-octo-proposes-you-approve), Genuin's Supervised Intelligence interface in Brand Control Center (BCC), proposes this capability when it finds a fit on your sites and apps. It completes the steps under Set it up from your brand context. Nothing goes live until you approve it. It's part of [Supervised Intelligence](https://begenuin.com/developers/browse-by-products/supervised-intelligence/supervised-intelligence-what-it-does-and-where-to-start), and [Attribution: closed-loop commerce and conversion forecasts](https://begenuin.com/developers/get-started/any-business/attribution-closed-loop-commerce-and-conversion-forecasts) explains each model and how outcomes connect.

## When to use it

Use it on any network with conversions. Each model has a default use, and you can choose a different model per outcome. Closed-loop attribution is partial on the Commerce Media model and full on Retail Media, as [Network models in depth](https://begenuin.com/developers/get-started/any-business/network-models-in-depth-owned-extended-o-o-commerce-media-retail-media) shows.

| Model | Default for or used for |
| --- | --- |
| Last touch | Self-serve networks |
| Multi-touch, time-decayed | Commerce and retail agreements |
| Incrementality | Holdout-based lift; the standard for Extended O&O and Paid Partner packages |
| Exposure-to-purchase | Offline and store sales; links earlier exposures to a later purchase using the viewer's historical propensity |

## How it works

- Outcomes come from four kinds of source: your checkout through the SDK, a server-side conversion call, an offline purchase file, or a partner's postback.
- You map events to outcomes and values, such as order value, and margin where it's available.
- Exposures on your offsite tags count too. [Offsite Attribution Postbacks](https://begenuin.com/developers/browse-by-products/offsite/offsite-attribution-postbacks) reports those conversions back to your DSP or partner.
- For any package or placement, Genuin forecasts views, engagement, and attributed conversions from history, cohort size, and seasonality.
- The forecast is the outcome block buyers see on package listings and over AdCP. It's reconciled against delivery, as [Outcome Forecast Blocks](https://begenuin.com/developers/browse-by-products/monetize/outcome-forecast-blocks) describes.
- Attribution feeds the margin report in [Margin Reporting](https://begenuin.com/developers/browse-by-products/supervised-intelligence/margin-reporting).

## Set it up

Octo proposes attribution with these steps already done. You review the result and confirm it.

1. Connect outcomes under **Audiences** > **Conversions**. Learn how in [Attribution: closed-loop commerce and conversion forecasts](https://begenuin.com/developers/get-started/any-business/attribution-closed-loop-commerce-and-conversion-forecasts).
2. Choose the model and windows for each outcome.
3. Read the results in **Reports** > **Attribution**.

## Settings

| Setting | What it controls |
| --- | --- |
| Model per outcome | Which model credits each outcome; the default follows your agreement type |
| Windows | The attribution window for each outcome |
| Holdouts | The held-out audience that incrementality is measured against |

Change models and windows under **Audiences** > **Conversions**. Holdouts are set per placement in [Placement Experiments and Holdouts](https://begenuin.com/developers/browse-by-products/onsite/placement-experiments-and-holdouts).

## What it reports

**Reports** > **Attribution** shows outcomes by placement, partner, cohort, and content. [Unified identity: auto login, SSO, and the ID graph](https://begenuin.com/developers/get-started/any-business/unified-identity-auto-login-sso-and-the-id-graph) explains how exposures and outcomes are matched to the same viewer.

- **Attributed outcomes**: the clicks, purchases, sign-ups, and offline sales credited to video exposures.
- **Incrementality**: the lift video caused, wherever a holdout exists.
- **Forecasts vs delivery**: each package's forecast, reconciled against what it delivered.

## Connect your systems

Attribution runs in Brand Control Center, and the engagement events behind it reach your stack today. [Receive engagement events in your own analytics](https://begenuin.com/developers/developer-resources/sdk/receive-engagement-events-in-your-own-analytics) captures what members watch and do in Genuin views, live from the SDKs and in batches to your warehouse. [Query Genuin event data in BigQuery](https://begenuin.com/developers/developer-resources/api/integrate-google-bigquery-with-brand-control-center) covers the `genuin_data` table, including first queries on campaigns.

The attribution calls in the [Business Account API](https://begenuin.com/developers/get-started/any-business/business-account-api-provisioning-oauth-and-the-resource-map) are proposed, not live. [Live API today and the Business Account API roadmap](https://begenuin.com/developers/developer-resources/guides/live-api-today-and-the-business-account-api-roadmap) maps what you can call now to what's planned.