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Overview
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 , "called Attributed IP Conversions. " This method can be used alongside existing attribution methods, where the User ID (Cookie/MAID) serves as the conversion identifier.
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These use cases are made possible by using IP addresses, as they which 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 device, 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.
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Attribution Logic
Similar to the legacy attribution model, FreeWheel 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 To prevent duplicate reporting, these two metrics should not be aggregated.
An event created in Buzz the UI 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 /and click window windows cannot be adjusted independently for each method.
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Reporting
Reporting shows the following three metrics in all reports that contain the IP conversion data. These are:
- IP Conversions
- IP Conversion Value
- IP Conversion Orders
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Manage permission permissions 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 Enabling AWS S3 Permission here for more information about enabling the these logs.