Examples of how conversions are counted

When a user converts after viewing or clicking an ad, the conversion's attribution is determined by the timing of past events.  Post-view or post-click conversions are counted based on a lookback window. The following lookback windows will be used in examples 1 - 6 below:

  • Post-view window (to count impressions): 10 days
  • Post-click window (to count clicks): 15 days

The conversion is attributed to the last event within the two lookback windows, with clicks taking precedence over impressions.

Example 1: Impressions and clicks inside the lookback windows

 A conversion that occurred on March 10th was attributed to the last click within the lookback window.

Event Type Date
1 Impression March 1
2 Click March 2
3 Impression March 3
4 Impression March 4
Result:
March 10th post-click conversion counted,
and attributed to event 2.

 

Example 2: Clicks outside the lookback window, impressions inside

A conversion that occurred on March 20th was attributed to the last impression within the lookback window. Note that the March 2nd click fell outside of the window.

Event Type Date
1 Impression March 1
2 Click March 2
3 Impression March 14
4 Impression March 23
Result:
March 20th post-view conversion counted,
and attributed to event 3.

 

Example 3: Multiple clicks, last click wins

A conversion that occurred on March 10th was attributed to the last click within the lookback window.

Event Type Date
1 Click March 1
2 Click March 2
3 Impression March 3
4 Impression March 5
Result:
March 10th post-click conversion counted,
and attributed to event 2.

 

Example 4: Impressions only, last impression wins

A conversion that occurred on March 10th was attributed to the last impression within the lookback window.

Event Type Date
1 Impression March 1
2 Impression March 3
3 Impression March 4
4 Impression March 5
Result:
March 10th post-view conversion counted,
and attributed to event 4.
 

 

Example 5: Impressions only, outside the lookback window

A conversion that occurred on March 15th wasn't attributed because all impressions and clicks fell outside of the lookback window.

Event Type Date
1 Impression March 1
2 Impression March 2
3 Impression March 3
4 Impression March 18
Result:
March 15th post-view conversion not counted,
no attribution.

 

Example 6: Impressions and clicks outside the lookback windows

A conversion that occurred on March 20th wasn't attributed because all impressions and clicks fell outside of the lookback window.

Event Type Date
1 Impression March 1
2 Click March 3
3 Impression March 4
4 Impression March 23
Result:
March 20th post-view/ click conversion not counted,
no attribution.
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