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.
This capability arrives as a proposal when your network needs it, filled in from your brand context, and goes live when you confirm it. It's part of Octo, and 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 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 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 in Marketplace and AdCP. It's reconciled against delivery, as Outcome Forecast Blocks describes.
- Attribution feeds the margin report in Margin Reporting.
Set it up
Octo proposes attribution with these steps already done. You review the result and confirm it.
- Connect outcomes under Audiences > Conversions. Learn how in Attribution: closed-loop commerce and conversion forecasts.
- Choose the model and windows for each outcome.
- 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.
What it reports
Reports > Attribution shows outcomes by placement, partner, cohort, and content. 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 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 covers the genuin_data table, including first queries on campaigns.
The attribution calls in the Business Account API are proposed, not live. Live API today and the Business Account API roadmap maps what you can call now to what's planned.
