Ads Attribution & Tracking

Flipkart Commerce Cloud’s ad monetisation service (FCC AdMon service) provides attribution tracking to evaluate the performance of ads being run by different advertisers on different ecommerce publishers. Advertisers can see the current and future impact (T + 28 days) of ads in the form of awareness, engagement and conversion. A future purchase or interest shown in a product or brand due to any past awareness or engagement of an ad shown to a user, for the same brand or brand and category both is covered in attribution analysis.

• Awareness covers events like ad impressions, views and clicks.
• Engagement includes events like product page views, product added to cart and wishlist.
• Conversion covers the purchase of a product for the same advertiser (or same advertiser and category both).

Consider an example, where a purchase order in future is due to an engagement to an advertisement in the past (impressions, clicks, etc in the last 30 days, 7 days etc) in the same category & brand. Then we can attribute the revenue due to that order to that ad campaign.

Attribution Details

The following are the attribution details of FCC AdMon service:

Attribution Model	Direct (Brand and Category) Attribution Indirect (Brand) Attribution
Attribution Type	Click-based View-based
Attribution Method	Last Touch
Attribution Period	28 days (Click) 7 days (View)
Metrics	Ad Impressions Ad Views Ad Clicks Product Page View Add to Cart Orders Conversion Rate Revenue ROI
Data Ingestion	Product Catalog Order / Purchase Events User Activity Events
Ingestion Frequency	Batch Process (for catalog data) Real Time (for all other events)
Reporting Levels	Release Order Ad Format Campaign Ad Group Creative Daily Cuts

Attribution Model

FCC AdMon service provides two major attribution models:

• Direct Attribution
• Indirect Attribution

Direct Attribution

Consider a case where an advertiser name X wants to run a brand ad campaign A for any number of product(s) P(n) = [P1, P2, P3…….Pn] which fall under the same category C. Any purchase or interest shown for P(n) (or any product within the same category C for the same brand) within a period of 28 days will get accumulated as a result of ad campaign A. So, direct attribution provides the impact of running ads on products of the same brand and category for which the ad campaign was created.

Indirect Attribution

Consider a case where an advertiser name X has a list of products which fall under different categories C(n) = [C1, C2, C3…….Cn]. Now, let’s assume that advertiser X has created an ad campaign A for brand B for product(s) which fall under the category C1. Any purchase or interest shown in products for brand B which fall under any categories of C(n) except C1 within a period of 28 days will get accumulated as a result of ad campaign A. So, indirect attribution provides the impact of running ads on products of the same brand (but for different categories) for which the ad campaign was created.

Attribution Method

FCC AdMon service provides Last Touch attribution method as a part of attribution tracking. Consider a case where an ad campaign is being run by a brand. If a user clicks on the ad, goes to the product page and then adds the product to the cart. However, the user doesn’t purchase the product. After a few days the same user again clicks on the ad and then ends up buying the same product which was already added in the cart because of the previous ad click, even then purchase will get accumulated for the most recent click.

Attribution Metrics

FCC AdMon service provides full funnel attribution which includes metrics of awareness, engagement and conversion.

Insights	Metrics
Awareness	Impressions – No. of times ad gets served to users. Views – No. of times ad gets viewed by users. Recommendation to record a view event: 50% of the ad banner must be in viewable area, Ad should be visible for at least 1 second Clicks – No. of times ad banners get clicked by users.
Engagement	Product Page Views – No. of times the product page gets viewed by users for which ad campaign was created Add to Cart – No. of times product gets added to cart by users Wishlist – No. of times product gets added into wishlist
Conversion	Order/Purchase – No. of orders placed/units bought by users within a period of 28 days from the day of the most recent ad click Conversion Rate – Total orders (clicks and views attributed) / Total clicks on the ads Revenue – Total revenue generated from the no. of orders placed/units sold ROI – Total Revenue (clicks and views attributed) / Total spend

Attribution Events

Events related to awareness (impressions, views and clicks) are covered in the overall Tracking and Reporting document and are not limited only to Attribution analysis. Hence, these events have been kept out of this document. This document will cover events related to engagement and conversion.

Product Page View Event

This event is to be fired whenever a Product Page is viewed by any user.
Parameters required with the event:

Parameter	Type	Required/Optional	Description
reqId	String	Required	Unique Id for the Event, UUID. Publisher to generate a unique id and pass it in request
version	String	Required	Version would be 1.0
clientId	String	Required	Unique Client ID. Client ID will be provided by FCC team while onboarding a publisher
source	String	Required	Data origin Publisher Name
isTest	Boolean	Required	true for test data, false for production data
eventTime	Long	Required	EPOC in milliseconds. Eg: 1571544308105
refReqId	String	Optional	Referred request Id
URI	String	Optional	URI of the page
vstOsF	String	Optional	Visitor OS family
vstOsV	String	Optional	Visitor OS version
vstBrwsrF	String	Optional	Visitor browser family
vstBrwsrV	String	Optional	Visitor browser version
vstDevF	String	Optional	Visitor device family
vstDevType	String	Optional	Visitor device type
vstDevId	String	Optional	Visitor device Id
userId	String	Required	Unique User Id of the customer (fill with NOT_LOGGED_IN if user is not logged in)
vstId	String	Optional	Visit Id
vstrId	String	Optional	Visitor Id
networkType	String	Optional	Eg. 4G
sdkAdId	String	Required	Ad Id, unique identifier for tracking & service ads
locCntry	String	Required	customer country name
locCty	String	Optional	Customer city name
locIP	String	Required	Customer IP address
locLat	Double	Optional	latitude
locLon	Double	Optional	longitude
pageType	String	Optional	Page Type
pageName	String	Optional	Page Name
pageTitle	String	Optional	Page Title
eventAction	String	Required	Pass “click” in this field
productAction	String	Required	Pass “ppv” in this field
productId	String	Required	Unique ID of the product
productBrand	String	Required	Brand Id of the product
productCategory	String	Required	Product Category id path like id1/id2/id3
productVariant	String	Optional	Product variant of the product action
propN	String/Custom	Optional	Additional Information can be passed in this field. N in propN varies from 1 to 50

Add To Cart Event

This event is to be fired whenever a product gets added to the cart.
Parameters required with the event:

Parameter	Type	Required/Optional	Description
reqId	String	Required	Unique Id for the Event, UUID. Publisher to generate a unique id and pass it in request.
version	String	Required	Version would be 1.0
clientId	String	Required	Unique Client ID. Client ID will be provided by FCC team while onboarding a publisher.
source	String	Required	Data origin Publisher Name
isTest	Boolean	Required	true for test data, false for production data.
eventTime	Long	Required	EPOC in milliseconds. Eg: 1571544308105
refReqId	String	Optional	Referred request Id.
URI	String	Optional	URI of the page
vstOsF	String	Optional	Visitor OS family
vstOsV	String	Optional	Visitor OS version
vstBrwsrF	String	Optional	Visitor browser family
vstBrwsrV	String	Optional	Visitor browser version
vstDevF	String	Optional	Visitor device family
vstDevType	String	Optional	Visitor device type
vstDevId	String	Optional	Visitor device Id
userId	String	Required	Unique User Id of the customer (fill with NOT_LOGGED_IN if user is not logged in)
vstId	String	Optional	Visit Id
vstrId	String	Optional	Visitor Id
networkType	String	Optional	Eg. 4G
sdkAdId	String	Required	Ad Id, unique identifier for tracking & service ads
locCntry	String	Required	customer country name
locCty	String	Optional	Customer city name
locIP	String	Required	Customer IP address
locLat	Double	Optional	latitude
locLon	Double	Optional	longitude
pageType	String	Optional	Page Type
pageName	String	Optional	Page Name
pageTitle	String	Optional	Page Title
eventAction	String	Required	Pass “click” in this field
productAction	String	Required	Pass “atc” in this field
productId	String	Required	Unique ID of the product
productBrand	String	Required	Brand Id of the product
productCategory	String	Required	Product Category id path like id1/id2/id3
productVariant	String	Optional	Product variant of the product action
propN	String/Custom	Optional	Additional Information can be passed in this field. N in propN varies from 1 to 50

Wishlist Event

This event is to be fired whenever a product gets added to the wishlist.
Parameters required with the event:

Parameter	Type	Required/Optional	Description
reqId	String	Required	Unique Id for the Event, UUID. Publisher to generate a unique id and pass it in request.
version	String	Required	Version would be 1.0
clientId	String	Required	Unique Client ID. Client ID will be provided by FCC team while onboarding a publisher.
source	String	Required	Data origin Publisher Name
isTest	Boolean	Required	true for test data, false for production data
eventTime	Long	Required	EPOC in milliseconds. Eg: 1571544308105
refReqId	String	Optional	Referred request Id
URI	String	Optional	URI of the page
vstOsF	String	Optional	Visitor OS family
vstOsV	String	Optional	Visitor OS version
vstBrwsrF	String	Optional	Visitor browser family
vstBrwsrV	String	Optional	Visitor browser version
vstDevF	String	Optional	Visitor device family
vstDevType	String	Optional	Visitor device type
vstDevId	String	Optional	Visitor device Id
userId	String	Required	Unique User Id of the customer (fill with NOT_LOGGED_IN if user is not logged in)
vstId	String	Optional	Visit Id
vstrId	String	Optional	Visitor Id
networkType	String	Optional	Eg. 4G
sdkAdId	String	Required	Ad Id, unique identifier for tracking & service ads
locCntry	String	Required	customer country name
locCty	String	Optional	Customer city name
locIP	String	Required	Customer IP address
locLat	Double	Optional	latitude
locLon	Double	Optional	longitude
pageType	String	Optional	Page Type
pageName	String	Optional	Page Name
pageTitle	String	Optional	Page Title
eventAction	String	Required	Pass “click” in this field
productAction	String	Required	Pass “atw” in this field
productId	String	Required	Unique ID of the product
productBrand	String	Required	Brand Id of the product
productCategory	String	Required	Product Category id path like id1/id2/id3
productVariant	String	Optional	Product variant of the product action
propN	String/Custom	Optional	Additional Information can be passed in this field. N in propN varies from 1 to 50

Order / Purchase Event

This event is to be fired whenever a product gets purchased.
Ingestion Frequency: Real Time
Parameters required with the event:

Parameter	Type	Required/Optional	Description
reqId	String	Required	Unique Id for the Event, UUID. Publisher to generate a unique id and pass it in request.
version	String	Required	Version would be 1.0
clientId	String	Required	Unique Client ID. Client ID will be provided by FCC team while onboarding a publisher.
source	String	Required	Data origin Publisher Name
isTest	Boolean	Required	true for test data, false for production data.
eventTime	Long	Required	EPOC in milliseconds. Eg: 1571544308105
vstId	String	Optional	Visit Id
vstrId	String	Optional	Visitor Id
URI	String	Optional	URI of the page
sdkAdId	String	Required	Ad Id, unique identifier for tracking & service ads
userId	String	Required	Unique User Id of the customer (fill with NOT_LOGGED_IN if user is not logged in)
locIP	String	Required	Customer IP address
pageType	String	Optional	Page Type
pageName	String	Optional	Page Name
pageTitle	String	Optional	Page Title
eventAction	String	Required	Pass “click” in this field
productAction	String	Required	Pass “purchase” in this field
items	Object Array	Required	Object Array defined separately
totRevenue	Double	Required	Total revenue on the purchase
totTax	Double	Required	Total Tax amount on the purchase
totCurrency	String	Required	Currency Type. List of currency types to be shared by FCC team.
purchaseId	String	Required	Unique Id of the purchase order
refReqId	String	Optional	Referred request Id
vstOsF	String	Optional	Visitor OS family
vstOsV	String	Optional	Visitor OS version
vsBrwsrF	String	Optional	Visitor browser family
vstBrwrV	String	Optional	Visitor browser version
vstDevF	String	Optional	Visitor device family
vstDevType	String	Optional	Visitor device type
vstDevId	String	Optional	Visitor device Id
networkType	String	Optional	Eg. 4G
locCntry	String	Required	customer country name
locCty	String	Optional	Customer city name
locLat	Double	Optional	latitude
loclon	Double	Optional	longitude
productPosition	String	Optional	Product position of the product action
totAffiliate	Double	Optional	Total affiliate charges
totShipping	Double	Optional	Total shipping charges
totOfferAmount	Double	Optional	Total offer amount
totOfferIds	String Array	Optional	Offer Ids array
propN	String/Custom	Optional	Additional Information can be passed in this field. N in propN varies from 1 to 50

Items Object Array

Item object array will have information on each item If there are multiple items in a single purchase order.

Parameter	Type	Required/Optional	Description
productId	String	Required	Unique ID of product
productBrand	String	Required	Brand Id of the product
productCategory	String	Required	Product Category id path like id1/id2/id3
productVariant	String	Optional	Variant of the product of same product id
sellerId	Long	Optional	Unique ID of the seller of the product
listingId	String	Optional	Unique ID of the listing of product
revenue	Double	Required	Revenue generated for the item per quantity
offerAmount	Double	Optional	Discount given on the item per quantity
quantity	Integer	Required	Quantity of the item purchased

Data Ingestion – Product Catalog

To provide full funnel attribution, FCC AdMon service needs to store the entire catalog of the retailer. Based on the information stored in the catalog, FCC AdMon service would be able to show the metrics like:

• Orders
• Conversion Rate (attributed to ad clicks / views)
• Total Revenue
• ROI

Parameters required with the event:

Parameter	Type	Required/Optional	Description
id	String	Required	Unique Product id of the item
productAttributes	Object	Optional	Attributes of the product
skus	Object Array	Optional	Listings for the product

productAttributes Object

Parameter	Type	Required/Optional	Description
title	Multilingual Map	Required	Title of the product
description	Multilingual Map	Optional	Description of the Product
isActive	Boolean	Required	Default value should be true
eventTime	Long	Required	EPOC in milliseconds. Eg: 1571544308105
link	String	Optional	URL directly linking to your item’s page on your website
mobileLink	String	Optional	Link to a mobile-optimized version of the landing page
imageLink	String	Optional	URL of an image of the item
additionalImageLinks	String Array	Optional	Additional Image URLs
brandId	String	Required	Brand Id of the product
categoryId	String	Required	Category Id of the product
itemGroupId	String	Optional	Shared identifier for all variants of the same product
price	Double	Optional	Price of the item
color	Multilingual Map	Optional	Color of the item
material	Multilingual Map	Optional	Material of the product
model	String	Optional	Model designation
mpn	String	Optional	Manufacturer Product Number, usually assigned by Manufacturer
upc	String	Optional	UPC/EAN/ISBN/GTIN – globally recognized universal ids for the product. Should match the product variation.
size	Multilingual Map	Optional	Size of the item
condition	Multilingual Map	Optional	Condition of the item
ageGroup	Multilingual Map	Optional	Age Group for the item
gender	Multilingual Map	Optional	Gender of the item
additionalAttributes	Object Array	Optional	Attributes that are not listed above
searchFilters	Object Array	Optional	Filters to be used in search
searchKeywords	String	Optional	Keywords to be used for search

skus Object Array

Parameter	Type	Required/Optional	Description
id	String	Required	Sku id
sellerId	String	Required	Seller id for that particular listing
isActive	Boolean	Required	Default value is true, whether the listing is active or not
price	Double	Required	Price of that listing
availability	Enum	Optional	Whether the listing is available or not. Values accepted are AVAILABLE, OUT_OF_STOCK, COMING_SOON
inventory	Int	Optional	How much inventory is available for that particular listing

Multilingual Map

{

“Lang1”: “value of that attribute in Lang1”,

“Lang2”: “value of that attribute in Lang2” and so on

}

Languages example : “en” for English, “es” for Spanish, “ar” for Arabic

additionalAttributes Object Array

Parameter	Type	Required/Optional	Description
Name	Multilingual Map	Required	Additional Attribute Name
value	Multilingual Map	Required	Additional Attribute Value

searchFilters Object Array

Parameter	Type	Required/Optional	Description
name	String	Required	Search Filter Name
value	String	Required	Search Filter Value