Brand preferred attribution for Commerce media network (CMN) in Search Ads 360 helps you understand the impact of your campaign for brands. In this article, you’ll learn about the brand preferred attribution model’s benefits, how it works, and more.
On this page
Benefits
The brand preferred attribution focuses only on giving credit to brand-specific ad engagements that lead to conversions and revenue sales of that product, offering you insights that allow you to:
- Optimize your campaigns to increase sales for the products you want
- Gain a more transparent and specific understanding of your brand campaigns’ performance
- Have a clearer view of omni-channel measurement impact
How it works
The existing attribution models in Search Ads 360 allow you to split credit for conversions between various ad interactions. brand preferred attribution only credits conversions for interactions that are specific to your paid brand campaigns.
Example
When a user clicks on an ad for brand “X”, then clicks an ad from brand “Y” but ends up purchasing from brand “X”, standard attribution models credit the conversion to just brand “Y” as that was the most recent click that was registered. In the same scenario, the brand preferred attribution model gives full credit to the ad click for brand “X”.
In instances where there are clicks and purchases for both brand “X” and “Y”, the brand preferred attribution model splits the credit between both brands. So, the ad click for brand “X” will receive full credit for the sale of brand “X” and the ad click for brand “Y” will receive full credit for the sale of brand”Y”.
Setup and activation
brand preferred attribution is automatically applied to existing and new campaigns run by Associate manager accounts that are part of CMN. Existing attribution models configured at the Floodlight conversion level won’t apply to these campaigns any longer.
Considerations around brand preferred attribution
You may notice an increase in conversions for your brand campaigns with brand preferred attribution. This is because your brand campaigns are now getting the full credit they deserve for driving sales of those brands.
Brand-filtered attribution only gave credit to the very last ad someone clicked before buying. So, if a user viewed your brand ad early in their journey but then clicked a different ad right before purchasing, your brand campaign didn't get any credit for that sale.
But now, with brand preferred attribution, conversion credit is given to brand clicks regardless of when they happen in a user’s journey, as long as they ultimately buy that brand. So, an increase in conversions means your brand campaigns were influencing purchases all along, and now they're finally getting recognized for their full impact.