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When a conversion event occurs:

• In a desktop or mobile web environment, we capture the user_id on the conversion event via the Beeswax cookie ID found in the header of the http call to Beeswax. In mobile apps, we receive the auction_id in the postback call.
• We search through that advertiser’s impression logs to find a click with a matching user_id for desktop and mobile web or auction_id for mobile app within the event’s lookback window.
• If matching clicks are found, the conversion is attributed to the most recent matching click within the event’s lookback window.
• If no matching click is found within the lookback window, but matching impressions exist, the conversion is attributed to the most recent matching impression within the event’s lookback window.

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