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Beeswax attribution methodology allows clients to view conversions and buyer activity performance directly in report builder. This page will review the two methodologies of FW Person and FW Household. These attribution methodologies augment the existing methods (user ID and IP address) in Report Builder. Like IP-based conversion metrics, these ID Network attribution methods help offset the downward trend in third party identity signals, while also enabling buyers to leverage the full cross-device capabilities of the FW ID Graph to understand their campaign performance.

Use Cases

Historically, customers have had to view attributed conversions through a single ID lens. In other words, comparing conversion identity signals against impression and click identity signals in the same ID space:

  • Comparing conversion user ID to impression/click user ID, or
  • Comparing conversion IPv4/IPv6 to impression/click IPv4/IPv6

ID Graph-powered attribution allows customers to seamlessly evaluate performance across environments that rely on different signals, at either the person, household level, or both. For a more robust understanding of the FreeWheel Identity Network including the underlying ID Graph, please see FreeWheel Identity Network.

Enablement/Eligibility for Use

Attribution via FreeWheel Identity Network is available in Report Builder for the United States only (based on the regional availability of the underlying graph). Both DSP and BaaS customers have availability for these reporting features.

  • Customers do not need to leverage any other parts of the FreeWheel ID Network offering activation, frequency capping, etc. in order to access these fields. 
  • This is available to both DSP and BaaS customers.

Attribution Logic

Beeswax attribution methods include utilizing up to four different ID linkages, depending on the attribution level, in order to match conversion activity against impression and click activity. For "FreeWheel Person" and "FreeWheel Household", Beeswax uses a combination of last click and last view attribution and adhere to the view windows configured at the Event Tag set up. This is similar to the legacy attribution methodology and the IP conversion methodology. Beeswax will use all relevant ID linkages depending on the attribution level (person or household) to perform matching of conversion activity against impression and click activity. 

Similar to IP attribution, a conversion attributed via the ID Graph can also be attributed through legacy methodologies. This means that any given conversion ID can be attributed up to four ways/to up to four separate auction_id values.

  • User ID
  • IP Address
  • FreeWheel Person
  • FreeWheel Household
  • Beeswax advises against aggregating the conversion counts for each method into a "Total Conversions" metric because of the risk of duplicate reporting that is inherent to this data structure.

  • Events created in Buzz are automatically enabled for all methods. The event can be tallied through both attribution mechanisms if it qualifies. Currently, the view/click window can not be independently adjusted for each method.

Fields in Report Builder

For utilizing the ID Graph to view conversion metrics, the following fields are available in Report Builder:

Household level (FreeWheel Household):

  • Freewheel ID Household Conversions
  • Freewheel ID Household Conversions Orders
  • Freewheel ID Household Conversions Value

Person level (FreeWheel Person):

  • Freewheel ID Person Conversions
  • Freewheel ID Person Conversions Orders
  • Freewheel ID Person Conversions Value


Q: Are there any costs or requirements associated with the usage of these fields?

A: No

Q: Will these same metrics be made available in Beeswax logs and/or Antenna?

A: No. Because the ID Graph is anchored on personally identifiable information (PII), Beeswax and Freewheel are taking extra care to surface this information in only privacy-compliant ways. At the moment, this means not providing log-level data containing linked IDs.

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