--- title: "Attribution Powered by FreeWheel Identity Network" canonical: "https://hub.freewheel.tv/space/BC/115212424/Attribution%20Powered%20by%20FreeWheel%20Identity%20Network" format: markdown --- --- # Overview > ⚠️ Attribution via FreeWheel Identity Network is available in Report Builder for the United States only (based on the regional availability of the underlying graph). These reporting features are available to all US Buyer Cloud customers. FreeWheel's attribution methodology allows clients to view conversions and buyer activity performance directly in report builder. This page will review the two methodologies of **FW (FreeWheel) Person **and **FW Household**. These attribution methodologies augment the existing methods (user ID and IP address) in [Report Builder](https://freewheel-knowledge-hub.atlassian.net/wiki/spaces/BC/pages/115343463). Like [IP-based conversion metrics](https://freewheel-knowledge-hub.atlassian.net/wiki/spaces/BC/pages/115212362), these Identity Network attribution methods help counter the decline in third-party identity signals. They also allow buyers to take full advantage of cross-device capabilities and mitigate the effects of rotating IP addresses within the Identity Network, improving the ability to assess 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 enables seamless performance evaluation across environments that use different signals, whether at the person-level, household-level, or both. For example, if a user watches an ad on TV and then makes a purchase on their phone, the Identity Network can accurately attribute the ad view to the conversion. For a more robust understanding of the Identity Network, including the underlying ID Graph, please see [Identity Network](https://freewheel-knowledge-hub.atlassian.net/wiki/spaces/BC/pages/114327786). --- # Attribution Logic 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", FreeWheel uses a combination of last click and last view attribution and adheres to the view windows configured at the [Conversion Tag](https://freewheel-knowledge-hub.atlassian.net/wiki/spaces/BC/pages/114229464/Conversion+Tags#Create-a-Conversion-Tag) setup. This is similar to the legacy attribution methodology and the IP conversion methodology. FreeWheel 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** > ℹ️ - FreeWheel 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. > ℹ️ - Conversion Tags created in the UI are automatically enabled for all methods. The conversion tag can be tallied through both attribution mechanisms if it qualifies. Currently, the view/click window can not be independently adjusted for each method. ## Comcast IPv4 for Deterministic Household-Level Identifiers The Identity Network incorporates Comcast IPv4 addresses from households using Comcast internet to enhance segment extension at the household level. A Comcast household ID is a stable IPv4 address used to identify the devices using a household’s internet, maintained for Comcast billing purposes. Because the Comcast household ID is stable, unlike traditional device IP addresses, which rotate, it can be used as a deterministic identifier to map different devices to a household. The Identity Network works with Comcast household IDs in the following way: 1. An ad request is sent to your bidder from a device in a household using Comcast internet. 2. The Identity Network matches the IP address to a Comcast household ID. 3. Using segment extension, the Comcast household ID is used to map other devices in the house using the household or individual ID. 4. These identity connections are used across Identity Network use cases. Comcast household IDs are used in the following Identity Network processes: - Targeting using Segment Extension - Household-level frequency capping - Measurement and reporting --- # Fields in Reporting For utilizing the Identity Graph to view conversion metrics, view the following fields in [Reporting](https://freewheel-knowledge-hub.atlassian.net/wiki/spaces/BC/pages/115343463): **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 For a list of all available dimensions and measures in reporting, see [Analytics Data Dictionary](https://freewheel-knowledge-hub.atlassian.net/wiki/spaces/BC/pages/113869064).