About attribution tracking

Attribution is the process of determining which clicks and impressions led to conversions. In Campaign Manager, Floodlight is the tool you use to set up attribution tracking.

  • Floodlight reports in Report Builder use a basic attribution model that gives credit to the last click before a conversion. If no click is available, the last impression gets credit.

  • On the Attribution tab, you can find reports that use more complex models for attribution.

If you don't see the Attribution tab or you can't run Floodlight reports, check with your Campaign Manager account administrator to make sure that you have the right permissions and filters set for your user profile. Permissions are based on the user role that's been set for your user profile. Learn more about user access management and filters

  Access requirements for the Attribution tab

To access the Attribution tab, you need the following permissions enabled for your user role (Learn more about user permissions):

  • View click-through conversions

  • View view-through conversions

Additionally, filters can limit access.

  • If your user profile has site or campaign filters, you won't be able to view the Attribution tab.

  • If your user profile has advertiser filters, you won't be able to view attribution data for a given Floodlight configuration unless you have access to all of the advertisers using that configuration, including the parent advertiser and all child advertisers.

Access requirements for Floodlight reports in Report Builder

To access Floodlight reports, you need the following permissions enabled:

  • Account level:

    • View custom Floodlight variables data

  • User role level:

    • View custom Floodlight variables data

    • View click-through conversions

    • View view-through conversions

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