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.

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 ModelDirect (Brand and Category) Attribution
Indirect (Brand) Attribution
Attribution TypeClick-based
View-based
Attribution MethodLast Touch
Attribution Period28 days (Click)
7 days (View)
MetricsAd Impressions
Ad Views
Ad Clicks
Product Page View
Add to Cart
Orders
Conversion Rate
Revenue
ROI
Data IngestionProduct Catalog
Order / Purchase Events
User Activity Events
Ingestion FrequencyBatch Process (for catalog data)
Real Time (for all other events)
Reporting LevelsRelease Order
Ad Format
Campaign
Ad Group
Creative
Daily Cuts

Attribution Model

FCC AdMon service provides two major attribution models:

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.

InsightsMetrics
AwarenessImpressions – 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.
EngagementProduct 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
ConversionOrder/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:

ParameterTypeRequired/OptionalDescription
reqIdStringRequiredUnique Id for the Event, UUID. Publisher to generate a unique id and pass it in request
versionStringRequiredVersion would be 1.0
clientIdStringRequiredUnique Client ID. Client ID will be provided by FCC team while onboarding a publisher
sourceStringRequiredData origin Publisher Name
isTestBooleanRequiredtrue for test data, false for production data
eventTimeLongRequiredEPOC in milliseconds. Eg: 1571544308105
refReqIdStringOptionalReferred request Id
URIStringOptionalURI of the page
vstOsFStringOptionalVisitor OS family
vstOsVStringOptionalVisitor OS version
vstBrwsrFStringOptionalVisitor browser family
vstBrwsrVStringOptionalVisitor browser version
vstDevFStringOptionalVisitor device family
vstDevTypeStringOptionalVisitor device type
vstDevIdStringOptionalVisitor device Id
userIdStringRequiredUnique User Id of the customer (fill with NOT_LOGGED_IN if user is not logged in)
vstIdStringOptionalVisit Id
vstrIdStringOptionalVisitor Id
networkTypeStringOptionalEg. 4G
sdkAdIdStringRequiredAd Id, unique identifier for tracking & service ads
locCntryStringRequiredcustomer country name
locCtyStringOptionalCustomer city name
locIPStringRequiredCustomer IP address
locLatDoubleOptionallatitude
locLonDoubleOptionallongitude
pageTypeStringOptionalPage Type
pageNameStringOptionalPage Name
pageTitleStringOptionalPage Title
eventActionStringRequiredPass “click” in this field
productActionStringRequiredPass “ppv” in this field
productIdStringRequiredUnique ID of the product
productBrandStringRequiredBrand Id of the product
productCategoryStringRequiredProduct Category id path like id1/id2/id3
productVariantStringOptionalProduct variant of the product action
propNString/CustomOptionalAdditional 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:

ParameterTypeRequired/OptionalDescription
reqIdStringRequiredUnique Id for the Event, UUID. Publisher to generate a unique id and pass it in request.
versionStringRequiredVersion would be 1.0
clientIdStringRequiredUnique Client ID. Client ID will be provided by FCC team while onboarding a publisher.
sourceStringRequiredData origin Publisher Name
isTestBooleanRequiredtrue for test data, false for production data.
eventTimeLongRequiredEPOC in milliseconds. Eg: 1571544308105
refReqIdStringOptionalReferred request Id.
URIStringOptionalURI of the page
vstOsFStringOptionalVisitor OS family
vstOsVStringOptionalVisitor OS version
vstBrwsrFStringOptionalVisitor browser family
vstBrwsrVStringOptionalVisitor browser version
vstDevFStringOptionalVisitor device family
vstDevTypeStringOptionalVisitor device type
vstDevIdStringOptionalVisitor device Id
userIdStringRequiredUnique User Id of the customer (fill with NOT_LOGGED_IN if user is not logged in)
vstIdStringOptionalVisit Id
vstrIdStringOptionalVisitor Id
networkTypeStringOptionalEg. 4G
sdkAdIdStringRequiredAd Id, unique identifier for tracking & service ads
locCntryStringRequiredcustomer country name
locCtyStringOptionalCustomer city name
locIPStringRequiredCustomer IP address
locLatDoubleOptionallatitude
locLonDoubleOptionallongitude
pageTypeStringOptionalPage Type
pageNameStringOptionalPage Name
pageTitleStringOptionalPage Title
eventActionStringRequiredPass “click” in this field
productActionStringRequiredPass “atc” in this field
productIdStringRequiredUnique ID of the product
productBrandStringRequiredBrand Id of the product
productCategoryStringRequiredProduct Category id path like id1/id2/id3
productVariantStringOptionalProduct variant of the product action
propNString/CustomOptionalAdditional 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:

ParameterTypeRequired/OptionalDescription
reqIdStringRequiredUnique Id for the Event, UUID. Publisher to generate a unique id and pass it in request.
versionStringRequiredVersion would be 1.0
clientIdStringRequiredUnique Client ID. Client ID will be provided by FCC team while onboarding a publisher.
sourceStringRequiredData origin Publisher Name
isTestBooleanRequiredtrue for test data, false for production data
eventTimeLongRequiredEPOC in milliseconds. Eg: 1571544308105
refReqIdStringOptionalReferred request Id
URIStringOptionalURI of the page
vstOsFStringOptionalVisitor OS family
vstOsVStringOptionalVisitor OS version
vstBrwsrFStringOptionalVisitor browser family
vstBrwsrVStringOptionalVisitor browser version
vstDevFStringOptionalVisitor device family
vstDevTypeStringOptionalVisitor device type
vstDevIdStringOptionalVisitor device Id
userIdStringRequiredUnique User Id of the customer (fill with NOT_LOGGED_IN if user is not logged in)
vstIdStringOptionalVisit Id
vstrIdStringOptionalVisitor Id
networkTypeStringOptionalEg. 4G
sdkAdIdStringRequiredAd Id, unique identifier for tracking & service ads
locCntryStringRequiredcustomer country name
locCtyStringOptionalCustomer city name
locIPStringRequiredCustomer IP address
locLatDoubleOptionallatitude
locLonDoubleOptionallongitude
pageTypeStringOptionalPage Type
pageNameStringOptionalPage Name
pageTitleStringOptionalPage Title
eventActionStringRequiredPass “click” in this field
productActionStringRequiredPass “atw” in this field
productIdStringRequiredUnique ID of the product
productBrandStringRequiredBrand Id of the product
productCategoryStringRequiredProduct Category id path like id1/id2/id3
productVariantStringOptionalProduct variant of the product action
propNString/CustomOptionalAdditional 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:

ParameterTypeRequired/OptionalDescription
reqIdStringRequiredUnique Id for the Event, UUID. Publisher to generate a unique id and pass it in request.
versionStringRequiredVersion would be 1.0
clientIdStringRequiredUnique Client ID. Client ID will be provided by FCC team while onboarding a publisher.
sourceStringRequiredData origin Publisher Name
isTestBooleanRequiredtrue for test data, false for production data.
eventTimeLongRequiredEPOC in milliseconds. Eg: 1571544308105
vstIdStringOptionalVisit Id
vstrIdStringOptionalVisitor Id
URIStringOptionalURI of the page
sdkAdIdStringRequiredAd Id, unique identifier for tracking & service ads
userIdStringRequiredUnique User Id of the customer (fill with NOT_LOGGED_IN if user is not logged in)
locIPStringRequiredCustomer IP address
pageTypeStringOptionalPage Type
pageNameStringOptionalPage Name
pageTitleStringOptionalPage Title
eventActionStringRequiredPass “click” in this field
productActionStringRequiredPass “purchase” in this field
itemsObject ArrayRequiredObject Array defined separately
totRevenueDoubleRequiredTotal revenue on the purchase
totTaxDoubleRequiredTotal Tax amount on the purchase
totCurrencyStringRequiredCurrency Type. List of currency types to be shared by FCC team.
purchaseIdStringRequiredUnique Id of the purchase order
refReqIdStringOptionalReferred request Id
vstOsFStringOptionalVisitor OS family
vstOsVStringOptionalVisitor OS version
vsBrwsrFStringOptionalVisitor browser family
vstBrwrVStringOptionalVisitor browser version
vstDevFStringOptionalVisitor device family
vstDevTypeStringOptionalVisitor device type
vstDevIdStringOptionalVisitor device Id
networkTypeStringOptionalEg. 4G
locCntryStringRequiredcustomer country name
locCtyStringOptionalCustomer city name
locLatDoubleOptionallatitude
loclonDoubleOptionallongitude
productPositionStringOptionalProduct position of the product action
totAffiliateDoubleOptionalTotal affiliate charges
totShippingDoubleOptionalTotal shipping charges
totOfferAmountDoubleOptionalTotal offer amount
totOfferIdsString ArrayOptionalOffer Ids array
propNString/CustomOptionalAdditional 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.

ParameterTypeRequired/OptionalDescription
productIdStringRequiredUnique ID of product
productBrandStringRequiredBrand Id of the product
productCategoryStringRequiredProduct Category id path like id1/id2/id3
productVariantStringOptionalVariant of the product of same product id
sellerIdLongOptionalUnique ID of the seller of the product
listingIdStringOptionalUnique ID of the listing of product
revenueDoubleRequiredRevenue generated for the item per quantity
offerAmountDoubleOptionalDiscount given on the item per quantity
quantityIntegerRequiredQuantity 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:

Parameters required with the event:

ParameterTypeRequired/OptionalDescription
idStringRequiredUnique Product id of the item
titleStringRequiredTitle of the Product
descriptionStringRequiredDescription of the Product
isActiveBooleanRequiredDefault value should be True
linkStringRecommendedURL directly linking to your item’s page on your website
mobileLinkStringRecommendedLink to a mobile-optimized version of the landing page
imageLinkStringRecommendedURL of an image of the item
additionalImageLinksString ArrayOptionalAdditional Image URLs
brandStringRequiredBrand of the item
ColorStringOptionalColor of the item
itemGroupIdStringOptionalShared identifier for all variants of the same product
materialStringOptionalMaterial of the product
mpnStringOptionalManufacturer Product Number, usually assigned by Manufacturer
modelStringOptionalModel designation
upcStringOptionalUPC/EAN/ISBN/GTIN – globally recognized universal ids for the product. Should match the product variation.
ASINStringOptionalASIN at Amazon, and/or any other common public identifier
CategoryStringRequiredProduct category on site. Multiple components should be provided in the sub-category list in an ordered manner.
subCategoriesString ArrayOptional 
priceObject ArrayRequiredPrice object to capture details:
Enum of listing
List price for the product
List price currency
sizesString ArrayOptionalSize of the item
sizeSystemStringOptionalSystem in which the size is specified. Recommended for apparel items
sizeTypeStringOptionalThe cut of the item. Recommended for apparel items.
offerIdsString ArrayOptionaloffer Ids applied on the product (if any)
labelsString ArrayOptionalAnnotations that are assigned to the products, and will be used for grouping in reporting. Example: “Top selling products”.Several labels can be given
additionalAttributesObject ArrayOptionalAttributes other than already listed

Price Object Array

ParameterTypeRequired/OptionalDescription
typeStringRequiredTypes:
Listing
Retail
Store
Manufacturing
valueDoubleRequiredList price of the product
currencyStringRequiredList price currency for the product
countryStringRequiredCountry in which listing price is applicable

AdditionalAttributes Object Array

ParameterTypeRequired/OptionalDescription
NameStringOptionalAdditional Attribute Name
valueStringOptionalAdditional Attribute Value