Offsite Attribution Postbacks
Conversions attributed to offsite exposure are reported back to your DSP or partner through postbacks, and into your own attribution report.
When a viewer who saw an offsite tag later converts, Genuin credits the tag that reached them. A postback sends that conversion to the DSP or partner that ran the tag, so the buyer reads return on ad spend in its own tools. The same outcome lands in your attribution report.
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 Offsite, and Attribution: closed-loop commerce and conversion forecasts explains the models and how outcomes connect.
When to use it
Use it on any paid media plan that needs ROAS in its own tools. It also fits a partner campaign onsite and offsite at once, with one attribution report across both. Marketers: run a partner campaign onsite and offsite walks through that campaign.
How it works
- Conversion sources connect in Audiences > Conversions. A source can be your checkout, a server-side conversion, an offline purchase file, or a partner's postback.
- You map each event to an outcome and a value, such as order value, or margin where available.
- When an offsite viewer later lands on your property, unified identity links the visit to the tag exposure under your privacy settings.
- With a commerce or retail agreement, the ID graph matches hashed identifiers across onsite, offsite, and offline touchpoints. Raw identifiers never leave Genuin's identity service.
- The postback URL on the tag carries macros, so the buyer's platform receives each attributed conversion.
Set it up
Octo proposes the postbacks with these steps already done. You review the result and confirm it.
- Connect conversion sources. Learn how in Attribution: closed-loop commerce and conversion forecasts.
- Add the DSP's postback URL to the tag. Macro and Consent Passthrough covers the macros offsite tags pass.
- Choose the attribution window and model.
Settings
| Setting | What it controls |
|---|---|
| Postback URL | The DSP's or partner's URL, with macros |
| Attribution model | Last touch, multi-touch, or incrementality |
| Attribution window | How long after exposure an outcome counts, chosen per outcome |
Each model is the default for a different setup.
| Model | Default for |
|---|---|
| Last touch | Self-serve networks |
| Multi-touch, time-decayed | Commerce and retail agreements |
| Incrementality | Extended O&O and Paid Partner packages, using a holdout to measure lift |
You choose windows per outcome under Audiences > Conversions, without code.
What it reports
Reports > Attribution shows outcomes by placement, partner, cohort, and content, with incrementality where a holdout exists. Measure engagement: watch time, lift, and cohorts explains how lift against a holdout is counted.
- Attributed outcomes per tag: conversions credited to each offsite tag.
- Attributed outcomes per destination: conversions by the site or app where the tag ran.
- Both systems: the same outcomes appear in the buyer's tools through postbacks and in your own report.
The attribution report also feeds the margin report, which shows net margin on ad spend.
Connect your systems
The postbacks run from Brand Control Center and need no code. These live pages connect Genuin data to your own tools today.
- Query Genuin event data in BigQuery explains the
genuin_datatable and the first queries on engagement and campaigns. - Receive engagement events in your own analytics sends what viewers do in Genuin views to your analytics tool and warehouse.
- Serve your first ad covers the live ad surfaces, such as in-feed ads and IAB units rendered from a tag ID.
The conversion 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.
