Ads Attribution & Tracking

Flipkart Commerce Cloud’s ad monetisation service (FCC AdMon service) provides attribution tracking to evaluate the performance of ads being run by different advertisers on different ecommerce publishers. Advertisers can see the current and future impact (T + 28 days) of ads in the form of awareness, engagement and conversion. A future purchase or interest shown in a product or brand due to any past awareness or engagement of an ad shown to a user, for the same brand or brand and category both is covered in attribution analysis.

  • Awareness covers events like ad impressions, views and clicks.
  • Engagement includes events like product page views, product added to cart and wishlist.
  • Conversion covers the purchase of a product for the same advertiser (or same advertiser and category both).

Consider an example, where a purchase order in future is due to an engagement to an advertisement in the past (impressions, clicks, etc in the last 30 days, 7 days etc) in the same category & brand. Then we can attribute the revenue due to that order to that ad campaign.

Attribution Details

The following are the attribution details of FCC AdMon service:

Attribution Model Direct (Brand and Category) Attribution
Indirect (Brand) Attribution
Attribution Type Click-based
View-based
Attribution Method Last Touch
Attribution Period 28 days (Click)
7 days (View)
Metrics Ad Impressions
Ad Views
Ad Clicks
Product Page View
Add to Cart
Orders
Conversion Rate
Revenue
ROI
Data Ingestion Product Catalog
Order / Purchase Events
User Activity Events
Ingestion Frequency Batch Process (for catalog data)
Real Time (for all other events)
Reporting Levels Release Order
Ad Format
Campaign
Ad Group
Creative
Daily Cuts

Attribution Model

FCC AdMon service provides two major attribution models:

  • Direct Attribution
  • Indirect Attribution
 

Direct Attribution

Consider a case where an advertiser name X wants to run a brand ad campaign A for any number of product(s) P(n) = [P1, P2, P3…….Pn] which fall under the same category C. Any purchase or interest shown for P(n) (or any product within the same category C for the same brand) within a period of 28 days will get accumulated as a result of ad campaign A. So, direct attribution provides the impact of running ads on products of the same brand and category for which the ad campaign was created.

Indirect Attribution

Consider a case where an advertiser name X has a list of products which fall under different categories C(n) = [C1, C2, C3…….Cn]. Now, let’s assume that advertiser X has created an ad campaign A for brand B for product(s) which fall under the category C1. Any purchase or interest shown in products for brand B which fall under any categories of C(n) except C1 within a period of 28 days will get accumulated as a result of ad campaign A. So, indirect attribution provides the impact of running ads on products of the same brand (but for different categories) for which the ad campaign was created.

Attribution Method

FCC AdMon service provides Last Touch attribution method as a part of attribution tracking. Consider a case where an ad campaign is being run by a brand. If a user clicks on the ad, goes to the product page and then adds the product to the cart. However, the user doesn’t purchase the product. After a few days the same user again clicks on the ad and then ends up buying the same product which was already added in the cart because of the previous ad click, even then purchase will get accumulated for the most recent click.

Attribution Metrics

FCC AdMon service provides full funnel attribution which includes metrics of awareness, engagement and conversion.

Insights Metrics
Awareness Impressions – No. of times ad gets served to users.
Views – No. of times ad gets viewed by users. Recommendation to record a view event:
50% of the ad banner must be in viewable area, Ad should be visible for at least 1 second
Clicks – No. of times ad banners get clicked by users.
Engagement Product Page Views – No. of times the product page gets viewed by users for which ad campaign was created
Add to Cart – No. of times product gets added to cart by users
Wishlist – No. of times product gets added into wishlist
Conversion Order/Purchase – No. of orders placed/units bought by users within a period of 28 days from the day of the most recent ad click
Conversion Rate – Total orders (clicks and views attributed) / Total clicks on the ads
Revenue – Total revenue generated from the no. of orders placed/units sold
ROI – Total Revenue (clicks and views attributed) / Total spend

Attribution Events

Events related to awareness (impressions, views and clicks) are covered in the overall Tracking and Reporting document and are not limited only to Attribution analysis. Hence, these events have been kept out of this document. This document will cover events related to engagement and conversion.

Product Page View Event

This event is to be fired whenever a Product Page is viewed by any user.
Parameters required with the event:

Parameter Type Required/Optional Description
reqId String Required Unique Id for the Event, UUID. Publisher to generate a unique id and pass it in request
version String Required Version would be 1.0
clientId String Required Unique Client ID. Client ID will be provided by FCC team while onboarding a publisher
source String Required Data origin Publisher Name
isTest Boolean Required true for test data, false for production data
eventTime Long Required EPOC in milliseconds. Eg: 1571544308105
refReqId String Optional Referred request Id
URI String Optional URI of the page
vstOsF String Optional Visitor OS family
vstOsV String Optional Visitor OS version
vstBrwsrF String Optional Visitor browser family
vstBrwsrV String Optional Visitor browser version
vstDevF String Optional Visitor device family
vstDevType String Optional Visitor device type
vstDevId String Optional Visitor device Id
userId String Required Unique User Id of the customer (fill with NOT_LOGGED_IN if user is not logged in)
vstId String Optional Visit Id
vstrId String Optional Visitor Id
networkType String Optional Eg. 4G
sdkAdId String Required Ad Id, unique identifier for tracking & service ads
locCntry String Required customer country name
locCty String Optional Customer city name
locIP String Required Customer IP address
locLat Double Optional latitude
locLon Double Optional longitude
pageType String Optional Page Type
pageName String Optional Page Name
pageTitle String Optional Page Title
eventAction String Required Pass “click” in this field
productAction String Required Pass “ppv” in this field
productId String Required Unique ID of the product
productBrand String Required Brand Id of the product
productCategory String Required Product Category id path like id1/id2/id3
productVariant String Optional Product variant of the product action
propN String/Custom Optional Additional Information can be passed in this field. N in propN varies from 1 to 50

Add To Cart Event

This event is to be fired whenever a product gets added to the cart.
Parameters required with the event:

Parameter Type Required/Optional Description
reqId String Required Unique Id for the Event, UUID. Publisher to generate a unique id and pass it in request.
version String Required Version would be 1.0
clientId String Required Unique Client ID. Client ID will be provided by FCC team while onboarding a publisher.
source String Required Data origin Publisher Name
isTest Boolean Required true for test data, false for production data.
eventTime Long Required EPOC in milliseconds. Eg: 1571544308105
refReqId String Optional Referred request Id.
URI String Optional URI of the page
vstOsF String Optional Visitor OS family
vstOsV String Optional Visitor OS version
vstBrwsrF String Optional Visitor browser family
vstBrwsrV String Optional Visitor browser version
vstDevF String Optional Visitor device family
vstDevType String Optional Visitor device type
vstDevId String Optional Visitor device Id
userId String Required Unique User Id of the customer (fill with NOT_LOGGED_IN if user is not logged in)
vstId String Optional Visit Id
vstrId String Optional Visitor Id
networkType String Optional Eg. 4G
sdkAdId String Required Ad Id, unique identifier for tracking & service ads
locCntry String Required customer country name
locCty String Optional Customer city name
locIP String Required Customer IP address
locLat Double Optional latitude
locLon Double Optional longitude
pageType String Optional Page Type
pageName String Optional Page Name
pageTitle String Optional Page Title
eventAction String Required Pass “click” in this field
productAction String Required Pass “atc” in this field
productId String Required Unique ID of the product
productBrand String Required Brand Id of the product
productCategory String Required Product Category id path like id1/id2/id3
productVariant String Optional Product variant of the product action
propN String/Custom Optional Additional Information can be passed in this field. N in propN varies from 1 to 50

Wishlist Event

This event is to be fired whenever a product gets added to the wishlist.
Parameters required with the event:

Parameter Type Required/Optional Description
reqId String Required Unique Id for the Event, UUID. Publisher to generate a unique id and pass it in request.
version String Required Version would be 1.0
clientId String Required Unique Client ID. Client ID will be provided by FCC team while onboarding a publisher.
source String Required Data origin Publisher Name
isTest Boolean Required true for test data, false for production data
eventTime Long Required EPOC in milliseconds. Eg: 1571544308105
refReqId String Optional Referred request Id
URI String Optional URI of the page
vstOsF String Optional Visitor OS family
vstOsV String Optional Visitor OS version
vstBrwsrF String Optional Visitor browser family
vstBrwsrV String Optional Visitor browser version
vstDevF String Optional Visitor device family
vstDevType String Optional Visitor device type
vstDevId String Optional Visitor device Id
userId String Required Unique User Id of the customer (fill with NOT_LOGGED_IN if user is not logged in)
vstId String Optional Visit Id
vstrId String Optional Visitor Id
networkType String Optional Eg. 4G
sdkAdId String Required Ad Id, unique identifier for tracking & service ads
locCntry String Required customer country name
locCty String Optional Customer city name
locIP String Required Customer IP address
locLat Double Optional latitude
locLon Double Optional longitude
pageType String Optional Page Type
pageName String Optional Page Name
pageTitle String Optional Page Title
eventAction String Required Pass “click” in this field
productAction String Required Pass “atw” in this field
productId String Required Unique ID of the product
productBrand String Required Brand Id of the product
productCategory String Required Product Category id path like id1/id2/id3
productVariant String Optional Product variant of the product action
propN String/Custom Optional Additional Information can be passed in this field. N in propN varies from 1 to 50

Order / Purchase Event

This event is to be fired whenever a product gets purchased.
Ingestion Frequency: Real Time
Parameters required with the event:

Parameter Type Required/Optional Description
reqId String Required Unique Id for the Event, UUID. Publisher to generate a unique id and pass it in request.
version String Required Version would be 1.0
clientId String Required Unique Client ID. Client ID will be provided by FCC team while onboarding a publisher.
source String Required Data origin Publisher Name
isTest Boolean Required true for test data, false for production data.
eventTime Long Required EPOC in milliseconds. Eg: 1571544308105
vstId String Optional Visit Id
vstrId String Optional Visitor Id
URI String Optional URI of the page
sdkAdId String Required Ad Id, unique identifier for tracking & service ads
userId String Required Unique User Id of the customer (fill with NOT_LOGGED_IN if user is not logged in)
locIP String Required Customer IP address
pageType String Optional Page Type
pageName String Optional Page Name
pageTitle String Optional Page Title
eventAction String Required Pass “click” in this field
productAction String Required Pass “purchase” in this field
items Object Array Required Object Array defined separately
totRevenue Double Required Total revenue on the purchase
totTax Double Required Total Tax amount on the purchase
totCurrency String Required Currency Type. List of currency types to be shared by FCC team.
purchaseId String Required Unique Id of the purchase order
refReqId String Optional Referred request Id
vstOsF String Optional Visitor OS family
vstOsV String Optional Visitor OS version
vsBrwsrF String Optional Visitor browser family
vstBrwrV String Optional Visitor browser version
vstDevF String Optional Visitor device family
vstDevType String Optional Visitor device type
vstDevId String Optional Visitor device Id
networkType String Optional Eg. 4G
locCntry String Required customer country name
locCty String Optional Customer city name
locLat Double Optional latitude
loclon Double Optional longitude
productPosition String Optional Product position of the product action
totAffiliate Double Optional Total affiliate charges
totShipping Double Optional Total shipping charges
totOfferAmount Double Optional Total offer amount
totOfferIds String Array Optional Offer Ids array
propN String/Custom Optional Additional Information can be passed in this field. N in propN varies from 1 to 50

Items Object Array

Item object array will have information on each item If there are multiple items in a single purchase order.

Parameter Type Required/Optional Description
productId String Required Unique ID of product
productBrand String Required Brand Id of the product
productCategory String Required Product Category id path like id1/id2/id3
productVariant String Optional Variant of the product of same product id
sellerId Long Optional Unique ID of the seller of the product
listingId String Optional Unique ID of the listing of product
revenue Double Required Revenue generated for the item per quantity
offerAmount Double Optional Discount given on the item per quantity
quantity Integer Required Quantity of the item purchased

Data Ingestion – Product Catalog

To provide full funnel attribution, FCC AdMon service needs to store the entire catalog of the retailer. Based on the information stored in the catalog, FCC AdMon service would be able to show the metrics like:

  • Orders
  • Conversion Rate (attributed to ad clicks / views)
  • Total Revenue
  • ROI

Parameters required with the event:

Parameter Type Required/Optional Description
id String Required Unique Product id of the item
title String Required Title of the Product
description String Required Description of the Product
isActive Boolean Required Default value should be True
link String Recommended URL directly linking to your item’s page on your website
mobileLink String Recommended Link to a mobile-optimized version of the landing page
imageLink String Recommended URL of an image of the item
additionalImageLinks String Array Optional Additional Image URLs
brand String Required Brand of the item
Color String Optional Color of the item
itemGroupId String Optional Shared identifier for all variants of the same product
material String Optional Material of the product
mpn String Optional Manufacturer Product Number, usually assigned by Manufacturer
model String Optional Model designation
upc String Optional UPC/EAN/ISBN/GTIN – globally recognized universal ids for the product. Should match the product variation.
ASIN String Optional ASIN at Amazon, and/or any other common public identifier
Category String Required Product category on site. Multiple components should be provided in the sub-category list in an ordered manner.
subCategories String Array Optional  
price Object Array Required Price object to capture details:
Enum of listing
List price for the product
List price currency
sizes String Array Optional Size of the item
sizeSystem String Optional System in which the size is specified. Recommended for apparel items
sizeType String Optional The cut of the item. Recommended for apparel items.
offerIds String Array Optional offer Ids applied on the product (if any)
labels String Array Optional Annotations that are assigned to the products, and will be used for grouping in reporting. Example: “Top selling products”.Several labels can be given
additionalAttributes Object Array Optional Attributes other than already listed

Price Object Array

Parameter Type Required/Optional Description
type String Required Types:
Listing
Retail
Store
Manufacturing
value Double Required List price of the product
currency String Required List price currency for the product
country String Required Country in which listing price is applicable

AdditionalAttributes Object Array

Parameter Type Required/Optional Description
Name String Optional Additional Attribute Name
value String Optional Additional Attribute Value