Table of Contents
Overview
FreeWheel DSP Reporting introduces IP Attribution, which enhances attribution capabilities in Connected TV (CTV) environments and helps resolve issues in desktop and app environments as third-party cookies become less reliable in many browsers and iOS devices remove the ability to attribute using IDFA.
IP Attribution is available as an additional attribution method in both Report Builder and as a new log type, "Attributed IP Conversions." This method can be used alongside existing attribution methods, where the User ID (Cookie/MAID) serves as the conversion identifier.
Use Case
IP Attribution allows users to report conversions based on their buying activity in the following scenarios:
- Reporting conversions when a user views in-app impressions and later converts in a browser.
- Reporting conversions at the household level.
- Reporting cross-device conversions.
These use cases are made possible by using IP addresses, as they can provide a consistent signal across multiple devices. For example, if a user watches an ad on a Connected TV device and later makes a purchase on their mobile, the conversion can be tied to the impression on the CTV by using the public IP address, provided both devices are connected to the same network.
How it Works
Attribution Logic
Similar to the legacy attribution model, FreeWheel DSP uses a combination of last-click and last-view attribution and adheres to the view windows configured during Event Tag setup. IP attribution is based on IPv6 matches when available, with a fallback to IPv4 when IPv6 is not present.
A conversion attributed via IP can also be attributed through legacy methods. If both User ID and IP address are present, a single conversion event may be reported twice—once under the Standard User ID 'Conversion' and once as an 'IP Conversion.' To prevent duplicate reporting, these two metrics should not be aggregated.
An event created in Buzz is automatically enabled for both legacy attribution methods and IP Attribution. The event can be counted through both mechanisms if it qualifies. However, the view/click window cannot be adjusted independently for each method.
Reporting
Reporting shows three metrics in all reports that contain the IP conversion data. These are:
- IP Conversions
- IP Conversion Value
- IP Conversion Orders
Manage permission for these metrics using the 'Conversion Data' role field group.
A log type called Attributed IP Conversions allows users to receive a logically separate set of conversions that were attributed using IP Addresses. See here for enabling the logs.