Attribution helps you understand which ads led to a purchase, so you can see what’s working and where to invest more. It is how we determine which actions (such as ad views or clicks) contributed to a shopper making a purchase.
Whether you're a brand (1P) or a marketplace seller (3P), this guide will help you understand how attribution works, what options you can customize, and what makes the model different for you.
This is measured through two key metrics:
Attributed Sales: The total value of sales connected to your ads.
ROAS (Return on Advertising Spend): How much you made for every $1 spent.
How Attribution Works?
You can set up the attribution settings only at the campaign level and while creating a campaign. If required, you can edit it later.
Our model uses three key components to attribute a sale to your campaign:
User Matching
We only attribute purchases to shoppers who interacted with your ad. We match users using deterministic identifiers like:
Our CRM ID
1st party cookie ID
Offline sales can also be matched (where supported) using email addresses and CRM IDs from in-store transactions.
SKU Matching
Only purchases of products that are directly related to your ad are counted. The way product attribution works depends on your account type:
For Brands (1P Accounts): We attribute a sale if the shopper buys:
Same Product: The exact item promoted (including size/quantity variants).
Same Category: Any item in the same category and brand.
Same Brand: Any item from the brand—even if not in the same category.
For Sellers (3P Accounts): We attribute a sale if the shopper buys:
Same Product: The exact advertised product, from your seller account.
Same Category: A different product in the same category, sold by you.
Same Seller: Any product from you, regardless of category.
This ensures attribution reflects how shoppers discover and purchase products based on ad exposure.
Lookback Windows
This is the time frame in which a shopper’s action (click or view) can lead to an attributed sale.
You can choose from the following custom windows when setting up your campaign:
Post-Click: 7, 14, or 30 days
Post-View: None, 1, 7, 14, or 30 days
One Sale, One Attribution
Shoppers may interact with multiple ads before purchasing. We ensure that each sale is attributed to only one ad interaction - the most impactful one.
Here’s how we decide which interaction gets credit:
Clicks trump views.
Same SKU beats Same Category.
If all else is equal, the most recent interaction wins.
All other events are counted as Assisted Sales - useful for understanding the broader customer journey.
A single sale is never double-counted across different campaigns or placements.
Points to remember -
Attribution shows what actions led to sales, helping you optimize your media spend.
You can customize lookback windows and attribution logic to fit your campaign goals.
1P Brands and 3P Sellers have different rules for how product purchases are matched to ads.
Sales are always deduplicated - only one ad gets credit for a purchase.