About brand attribution models for Commerce media network (CMN)

Commerce media network has 3 attribution models namely, Retailer unfiltered, Brand filtered, and Brand preferred. These models allow you to change how your conversions and conversion values are calculated for an event. You can override the basic attribution models and add these models through your campaign settings or as custom conversion columns.

In this article, you’ll learn about the attribution models available for Commerce media and how to add the new brand attribution models.

Learn more About Commerce media networks in Search Ads 360.

On this page

• Attribution models
• Add brand attribution models
• Segment campaign data with brand attribution models

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Attribution models for Commerce media network

There are 3 different attribution models that you can use to calculate and report your conversions:

• Retailer unfiltered: This model attributes the entire conversion value to the events.
• Brand filtered: This is a data-driven attribution (DDA) model where the attributed conversion value is filtered to only give credit (fractional or whole) to the brand products as part of the conversion.
• Brand preferred: This model only considers brand clicks and conversions that contain the brand products as part of the conversion.

To learn about non-Commerce media specific attribution models, check About attribution models in Search Ads 360.

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How to add brand attribution models

You can add brand attribution models in the following ways:

Edit your campaign settings to override basic attribution models and add brand attribution models

1. Sign in to your Search Ads 360 account.
2. Navigate to the Associate manager account.
3. From the page menu on the left, click Campaigns.
4. Click the settings icon beside the campaign that you want to edit or click its name and navigate to the Settings tab.
5. Click Additional settings.
6. Click Attribution model to expand the section.
7. Check the box next to "Override attribution models for specific conversion actions”.
8. Select the conversion action you want to change, and then select either of these attribution models: Brand-filtered DDA or Brand-preferred last click.
9. Click Save.

Add brand attribution models to your new campaign

1. Sign in to your Search Ads 360 account.
2. From the page menu on the left, click Campaigns.
3. Click the plus button .
4. Click New campaign.
5. Click on the objective for your campaign or if none of the goals fit what you’re looking for, select Create a campaign without a goal’s guidance.
6. Select a campaign type from the options available.
7. Choose your preferred campaign settings.
8. Click Attribution model to expand the section.
9. Check the box next to "Override attribution models for specific conversion actions”.
10. Select the conversion action you want to change, and then either of these attribution models: Brand-filtered DDA or Brand-preferred last click.
11. (Optional) Click Add to select another conversion action and attribution model.
12. Continue with the remaining campaign creation steps.
13. Click Publish campaign.

Edit a custom conversion column to add a brand attribution model

1. Sign in to your Search Ads 360 account.
2. From the page menu on the left, click Campaigns.
3. Click the columns icon at the top of the table.
4. Click to expand the Custom columns section.
5. Click the pencil icon beside the custom conversion column that you want to edit.
6. On the “Edit Custom Conversion Column” page, in the “Attribution model” section, check the radio button next to “Select attribution model”.
7. Select Brand-filtered DDA or Brand-preferred last click.
8. Click Save.

Add a brand attribution model as a custom conversion column

1. Sign in to your Search Ads 360 account.
2. From the page menu on the left, click Campaigns.
3. Click the columns icon at the top of the table.
4. Click + Custom column, then Custom conversion column.
5. On the “New Custom Conversion Column” page, enter the details for your custom conversion column.
6. In the “Attribution model” section, check the radio button next to “Select attribution model”, and select Brand-filtered DDA or Brand-preferred last click.
7. Click Save.

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Segment your campaign data with brand attribution models

1. Sign in to your Search Ads 360 account.
2. From the page menu on the left, click Campaigns.
3. Click the segment icon .
4. Hover over the “Conversions” option.
5. Click Attribution models.
6. A pop-up window will appear. Check the box next to the brand attribution model, Brand-filtered DDA or Brand-preferred last click, that you want to use.
7. Click Apply.

Related links

• About attribution models in Search Ads 360
• Types of basic attribution models
• Override an attribution model in Search Ads 360