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

productAttributes

Object

Optional

Attributes of the product

skus

Object Array

Optional

Listings for the product



productAttributes Object



Parameter

Type

Required/Optional

Description

title

Multilingual Map 

Required

Title of the product

description

Multilingual Map

Optional

Description of the Product

isActive

Boolean

Required

Default value should be true

eventTime

Long

Required

EPOC in milliseconds. Eg: 1571544308105

link

String

Optional

URL directly linking to your item’s page on your website

mobileLink

String

Optional

Link to a mobile-optimized version of the landing page

imageLink

String

Optional

URL of an image of the item

additionalImageLinks

String Array

Optional

Additional Image URLs

brandId

String

Required

Brand Id of the product

categoryId

String

Required

Category Id of the product

itemGroupId

String

Optional

Shared identifier for all variants of the same product

price

Double

Optional

Price of the item

color

Multilingual Map

Optional

Color of the item

material

Multilingual Map

Optional

Material of the product

model

String

Optional

Model designation

mpn

String

Optional

Manufacturer Product Number, usually assigned by Manufacturer

upc

String

Optional

UPC/EAN/ISBN/GTIN – globally recognized universal ids for the product. Should match the product variation.

size

Multilingual Map

Optional

Size of the item

condition

Multilingual Map

Optional

Condition of the item

ageGroup

Multilingual Map

Optional

Age Group for the item

gender

Multilingual Map

Optional

Gender of the item

additionalAttributes

Object Array

Optional

Attributes that are not listed above

searchFilters

Object Array

Optional

Filters to be used in search

searchKeywords

String

Optional

Keywords to be used for search 



skus Object Array



Parameter

Type

Required/Optional

Description

id

String

Required

Sku id

sellerId

String

Required

Seller id for that particular listing

isActive

Boolean

Required

Default value is true, whether the listing is active or not

price

Double

Required

Price of that listing

availability

Enum

Optional

Whether the listing is available or not. Values accepted are AVAILABLE, OUT_OF_STOCK, COMING_SOON

inventory

Int

Optional

How much inventory is available for that particular listing



Multilingual Map


{

“Lang1”: “value of that attribute in Lang1”,

“Lang2”: “value of that attribute in Lang2” and so on

}


Languages example : “en” for English, “es” for Spanish, “ar” for Arabic




additionalAttributes Object Array



Parameter

Type

Required/Optional

Description

Name

Multilingual Map

Required

Additional Attribute Name

value

Multilingual Map

Required

Additional Attribute Value










searchFilters Object Array



Parameter

Type

Required/Optional

Description

name

String

Required

Search Filter Name

value

String

Required

Search Filter Value