<div class="sub-cat-page-holder"><div class="sub-cat-page-img"><img src="https://persona.ly/glossary/wp-content/uploads/2020/02/group-21.svg"/></div><div class="sub-cat-page-h-holder"><h2 class="sub-cat-page-title">Attribution</h2><h4 class="sub-cat-page-subtitle"><span class="sub-cat-page-subtitle">View-Through Attribution</span><span class="csr-page-counter"> -> Page <span class="max-for-title">1 of <span class="sub-cat-max-page"></span></span></span></h4></div></div><div class="search-sidebar-holder"><a href="/glossary/"><h3 class="search-sidebar-holder-title">UA Glossary</h3></a>[vc_widget_sidebar sidebar_id="single-page-sidebar" el_class="front-page-sidebar-holder"]<div class="search-sidebar-footer-holder"></div></div>{"id":605,"date":"2020-06-25T08:51:12","date_gmt":"2020-06-25T08:51:12","guid":{"rendered":"https:\/\/persona.ly\/glossary\/?page_id=605"},"modified":"2021-02-17T15:58:50","modified_gmt":"2021-02-17T15:58:50","slug":"view-through-attribution","status":"publish","type":"page","link":"https:\/\/persona.ly\/glossary\/attribution\/view-through-attribution\/","title":{"rendered":"View-Through Attribution"},"content":{"rendered":"<p>[vc_row el_class=&#8221;front-hero-section&#8221;][vc_column width=&#8221;1\/2&#8243; css=&#8221;.vc_custom_1582730807176{background-image: url(https:\/\/persona.ly\/glossary\/\/wp-content\/uploads\/2020\/02\/group-19.svg?id=58) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: contain !important;}&#8221; el_class=&#8221;hero-first-section&#8221;][vc_column_text el_class=&#8221;page-heading&#8221; css=&#8221;.vc_custom_1593098990694{margin-top: 30px !important;}&#8221;]<\/p>\n<h1><a href=\"\/glossary\/\">UA <span class=\"color-ancient\">Glossary<\/span><\/a><\/h1>\n<p>[\/vc_column_text][vc_column_text]<p>Your source for everything mobile UA, from the basics to contentious standards, the glossary can help and inform both aspiring growth managers and experienced mobile app developers<\/p>\n[\/vc_column_text]<div class=\"ult-spacer spacer-69ded54888711\" data-id=\"69ded54888711\" data-height=\"105\" data-height-mobile=\"0\" data-height-tab=\"\" data-height-tab-portrait=\"\" data-height-mobile-landscape=\"0\" style=\"clear:both;display:block;\"><\/div>[\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_single_image image=&#8221;60&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;hero-section-image&#8221;][\/vc_column][\/vc_row][vc_section css=&#8221;.vc_custom_1583429011820{background-image: url(https:\/\/persona.ly\/glossary\/\/wp-content\/uploads\/2020\/03\/bg_repeater_with_bg_svg.svg?id=320) !important;}&#8221; el_class=&#8221;post-content-section archive-page-custom single-subcat&#8221;][vc_row el_class=&#8221;covered-grace-font&#8221;][vc_column width=&#8221;2\/3&#8243; el_class=&#8221;gap-in-end-single&#8221;][vc_column_text][\/vc_column_text][vc_column_text]<style>.wp-show-posts-columns#wpsp-607 {margin-left: -2em; }.wp-show-posts-columns#wpsp-607 .wp-show-posts-inner {margin: 0 0 2em 2em; }<\/style><section id=\"wpsp-607\" class=\" wp-show-posts\" style=\"\"><article class=\" wp-show-posts-single wpsp-clearfix post-609 post type-post status-publish format-standard hentry category-view-through-attribution tag-attribution tag-lookback-windows tag-mobile-ua tag-user-acquisition tag-view-through tag-vta\" itemtype=\"http:\/\/schema.org\/CreativeWork\" itemscope><div class=\"wp-show-posts-inner\" style=\"\">\t\t\t\t\t\t<header class=\"wp-show-posts-entry-header\">\n\t\t\t\t\t\t\t<h1 class=\"wp-show-posts-entry-title\" itemprop=\"headline\"><a href=\"https:\/\/persona.ly\/glossary\/view-through-attribution\/\" rel=\"bookmark\">View-Through Attribution<\/a><\/h1><div class=\"wp-show-posts-entry-meta wp-show-posts-entry-meta-below-title post-meta-inline\"><span class=\"wp-show-posts-posted-on wp-show-posts-meta\">\n\t\t\t\t\t<a href=\"https:\/\/persona.ly\/glossary\/view-through-attribution\/\" title=\"8:54 am\" rel=\"bookmark\"><time class=\"wp-show-posts-entry-date published\" datetime=\"2022-06-25T08:54:13+00:00\" itemprop=\"datePublished\">June 25, 2022<\/time><time class=\"wp-show-posts-updated\" datetime=\"2022-12-11T12:41:38+00:00\" itemprop=\"dateModified\">December 11, 2022<\/time><\/a>\n\t\t\t\t<\/span><\/div>\t\t\t\t\t\t<\/header><!-- .entry-header -->\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"wp-show-posts-entry-content\" itemprop=\"text\">\n\t\t\t\t\t\t\t<p>[vc_row][vc_column el_class=&#8221;normal-text&#8221; offset=&#8221;vc_hidden-sm vc_hidden-xs&#8221;][vc_single_image image=&#8221;625&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; onclick=&#8221;link_image&#8221; el_class=&#8221;single-post-image-back&#8221;][\/vc_column][\/vc_row][vc_row][vc_column el_class=&#8221;normal-text&#8221; offset=&#8221;vc_hidden-lg vc_hidden-md&#8221;][vc_single_image image=&#8221;625&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; onclick=&#8221;link_image&#8221; el_class=&#8221;single-post-image-back&#8221;][\/vc_column][\/vc_row][vc_row][vc_column el_class=&#8221;normal-text&#8221;][vc_column_text]<\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">The issue of view-through attribution is a controversial one amongst advertisers. The debate is around the importance and perceived contribution of a view (i.e an impression) in otherwise seemingly organic conversion.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">Some advertisers will claim that attributing any ad view, even a small banner ad, that had no user engagement or definitive proof that it was noticed by the user, to a conversion that happened hours later is in fact attributing an organic conversion to the banner ad\u2019s buyer.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">Since this is indeed problematic, we see it fit to break it down and show that there are ways to measure the influence of an ad view on a conversion and limit VTA in a way that would minimize the risk of the advertiser, while still rewarding buyers with substantial impressions.\u00a0<\/span>[\/vc_column_text][vc_custom_heading text=&#8221;How to measure users\u2019 intent to convert&#8221; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-heading purple-back&#8221; link=&#8221;url:%23|||&#8221;][\/vc_column][\/vc_row][vc_row][vc_column el_class=&#8221;normal-text&#8221; offset=&#8221;vc_hidden-sm vc_hidden-xs&#8221;][vc_single_image image=&#8221;626&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; onclick=&#8221;link_image&#8221; el_class=&#8221;single-post-image-back&#8221;][\/vc_column][\/vc_row][vc_row][vc_column el_class=&#8221;normal-text&#8221; offset=&#8221;vc_hidden-lg vc_hidden-md&#8221;][vc_single_image image=&#8221;626&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; onclick=&#8221;link_image&#8221; el_class=&#8221;single-post-image-back&#8221;][\/vc_column][\/vc_row][vc_row][vc_column el_class=&#8221;normal-text&#8221;][vc_column_text]<span style=\"font-weight: 400;\">The customary VTA window is 24 hours to all ad types (be it a video ad, a banner, a native ad, or a playable ad, though we know<\/span><a class=\"custom-link-content\" href=\"https:\/\/www.adjust.com\/blog\/how-to-choose-the-right-ad-formats-for-your-app\/\"><span style=\"font-weight: 400;\"> different ads have proven to have different influences on users<\/span><\/a><span style=\"font-weight: 400;\">). One way to authenticate users\u2019 intent to convert is by setting different VTA windows for different types of ads (the more engaging the ad, the longer the window), making sure the attribution is sensible in the effect the impression might have had on the users.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">For example, playable ads and video ads, which are considered to be more immersive, can get a 24-hour window, while banner ads, considered to be significantly less immersive, can get a single 1-hour window.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">In addition to that, advertisers can take another precaution and validate users\u2019 intent by checking, post-conversion, if those users who had converted had previous (expired) attribution windows. If the converted users had previous views, clicks, or other ad engagements then the potential intent was rightfully targeted and the ad view can be attributed to the media buyer.\u00a0\u00a0<\/span>[\/vc_column_text]<div class=\"aio-icon-component   info-noty blue-noty style_1\"><div id=\"Info-box-wrap-9645\" class=\"aio-icon-box left-icon\" style=\"\"  ><div class=\"aio-icon-left\"><div class=\"ult-just-icon-wrapper  \"><div class=\"align-icon\" style=\"text-align:center;\">\n<div class=\"aio-icon-img \" style=\"font-size:71px;background:rgba(255,255,255,0.01);display:inline-block;\" >\n\t<img class=\"img-icon\" alt=\"Info Container\" src=\"https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2020\/03\/combined-shape-2.svg\"\/>\n<\/div><\/div><\/div><\/div><div class=\"aio-ibd-block\"><div class=\"aio-icon-header\" ><h3 class=\"aio-icon-title ult-responsive\"  data-ultimate-target='#Info-box-wrap-9645 .aio-icon-title'  data-responsive-json-new='{\"font-size\":\"\",\"line-height\":\"\"}'  style=\"color:#191536;\">The Default Lookback Windows <\/h3><\/div> <!-- header --><div class=\"aio-icon-description ult-responsive\"  data-ultimate-target='#Info-box-wrap-9645 .aio-icon-description'  data-responsive-json-new='{\"font-size\":\"\",\"line-height\":\"\"}'  style=\"color:#191536;\"><span style=\"font-weight: 400;\">If you want to learn more about the 24 hours view-through window and the 7 days lookback window you can read about it in our <\/span><a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/attribution\/types-of-attribution\/\"><span style=\"font-weight: 400;\">Types of Attribution<\/span><\/a> <span style=\"font-weight: 400;\">entry.\u00a0<\/span><\/div> <!-- description --><\/div> <!-- aio-ibd-block --><\/div> <!-- aio-icon-box --><\/div> <!-- aio-icon-component -->[vc_custom_heading text=&#8221;SRNs vs. DSPs<br \/>\n&#8221; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-heading blue-back&#8221; link=&#8221;url:%23|||&#8221;][\/vc_column][\/vc_row][vc_row][vc_column el_class=&#8221;normal-text&#8221;][vc_column_text]<!-- Widget Shortcode --><div id=\"custom_html-7\" class=\"widget_text widget widget_custom_html widget-shortcode area-sidebar-form-mobile \"><div class=\"textwidget custom-html-widget\"><div class=\"subscribe-footer-from-holder sidebar-form-intouch\">\r\n<h3>Looking for app growth opportunities?<\/h3>\r\n<p>Leave your email and we'll get \r\nback to you!<\/p>\r\n<form class=\"subscribe-footer-from\">\r\n\t<div class=\"subscribe-footer-from-email-holder\"><input type=\"email\" class=\"subscribe-footer-email\" placeholder=\"Enter your email\"><\/div>\r\n<button class=\"subscribe-footer-submit\">\r\n\tGet in Touch\r\n<\/button>\r\n<\/form>\r\n<\/div>\r\n<div class='subscribe-footer-from-thankyou gsifthy'>\r\n\t<img alt=\"\" src=\"\/glossary\/wp-content\/uploads\/2020\/08\/02.svg\">\r\n<h3>Thank you for your interest!<\/h3>\r\n<p>Our team will contact you with more details.<\/p>\r\n<\/div>\r\n<div class=\"search-sidebar-footer-holder gisf\"><\/div><\/div><\/div><!-- \/Widget Shortcode -->[\/vc_column_text][vc_column_text]<\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">In the current marketing landscape, there\u2019s a clear distinction between SRNs (Self-reporting Networks) and DSPs (who report through an attribution platform). SRNs have a <strong>set, default,\u00a0 non-negotiable, view-through window<\/strong> which <\/span><a class=\"custom-link-content\" href=\"https:\/\/support.appsflyer.com\/hc\/en-us\/articles\/208338403-Lookback-windows-explained\"><span style=\"font-weight: 400;\">all advertisers must accept as is<\/span><\/a><span style=\"font-weight: 400;\">, whereas DSPs are <strong>dependent on an advertiser\u2019s choice to agree to said VTA window<\/strong>.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">In some cases, advertisers will use their liberties and won\u2019t agree to set a VTA window with a DSP they\u2019re working with. This results in an uneven playing field where <strong>DSPs and SRNs are showing the same ads in the same placements, while the SRN ad has a VTA window and the DSP ad doesn\u2019t<\/strong>, preserving the sometimes false image of better performance of SRNs (i.e using a 24-hour window for all types of ads might actually show more organic conversions attributed to the SRN).<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">A rewarded video impression that is shown via Facebook\u2019s SDK in their Audience Network is no different from a rewarded video impression shown on a different SDK via OpenRTB through a DSP, thus their VTA windows should be equal. Since advertisers might still feel reluctant to give DSPs the same VTA windows, we suggest the middle ground mentioned above, where the type of ad influences the length of the window.\u00a0<\/span>[\/vc_column_text][vc_custom_heading text=&#8221;The importance of customized VTA windows &#8221; font_container=&#8221;tag:h3|text_align:left|color:%23191536&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-subheading&#8221;][vc_column_text]<span style=\"font-weight: 400;\">The difference in length of VTA windows will help preserve the quality of the view. Instead of having buyers using it to their advantage. In a situation where all view-through windows are equal (no matter the type of ad), media buyers can decide to strategically buy banners and native ads, which are much cheaper, and use them to \u201ctag\u201d more users then they would by buying interstitial ads.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">These users have now had an impression of the ad, a cheap impression on the buyer\u2019s side, and are validated for a view-through window for the next 24 hours. This vast tagging technique increases the buyer\u2019s chances of being attributed a conversion by exploiting the window.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">Tagging more users means increasing your chances of catching more users who would\u2019ve otherwise converted organically. It\u2019s easy to doubt that an impression from a 320&#215;50 banner ad made 14 hours prior to a conversion had limited contribution if any at all.\u00a0<\/span>[\/vc_column_text][vc_custom_heading text=&#8221;Verifying impressions in video ads &#8221; font_container=&#8221;tag:h3|text_align:left|color:%23191536&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-subheading&#8221;][vc_column_text]<span style=\"font-weight: 400;\">As an additional means of verification, when it comes to video ads, advertisers can agree with their DSP on a point in the video in which the impression would be triggered\u00a0 &#8211; i.e. the midpoint, the end, or when the end card is rendered when using the VAST protocol. For a playable ad, it can be a specific action that triggers an impression, ensuring the user was exposed to most of the content or engaged with the ad, therefore it had a significant impact on the user.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">When marketers have a better understanding of the metrics involved and employ these tools to verify the ways in which the DSP they\u2019re partnering with is using the window, there\u2019s no real reason to not provide them with a VTA window.\u00a0<\/span>[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n\t\t\t\t\t\t<\/div><!-- .entry-content -->\n\t\t\t\t\t<\/div><!-- wp-show-posts-inner --><div class=\"wpsp-clear\"><\/div><\/article><\/section><!-- .wp-show-posts -->[\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/3&#8243; el_class=&#8221;gap-in-end-single single-subcat-widget&#8221;][vc_column_text][\/vc_column_text][vc_single_image image=&#8221;710&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;stick-img-holder-single hide-mobile&#8221; css=&#8221;.vc_custom_1593346374910{margin-bottom: 43px !important;}&#8221;]<div class=\"ult-spacer spacer-69ded5488ce90\" data-id=\"69ded5488ce90\" data-height=\"200\" data-height-mobile=\"0\" data-height-tab=\"\" data-height-tab-portrait=\"\" data-height-mobile-landscape=\"0\" style=\"clear:both;display:block;\"><\/div>[vc_column_text el_class=&#8221;white-sticky hide-mobile&#8221;]<span style=\"font-weight: 400;\">A bad marketer always blames his channels<\/span>[\/vc_column_text][vc_single_image image=&#8221;706&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;hide-mobile&#8221;][vc_column_text]<!-- Widget Shortcode --><div id=\"custom_html-6\" class=\"widget_text widget widget_custom_html widget-shortcode area-sidebar-form \"><div class=\"textwidget custom-html-widget\"><div class=\"subscribe-footer-from-holder sidebar-form-intouch\">\r\n<h3>Looking for app growth opportunities?<\/h3>\r\n<p>Leave your email and we'll get \r\nback to you!<\/p>\r\n<form id=\"subscribe-footer-from\" class=\"subscribe-footer-from\">\r\n\t<div class=\"subscribe-footer-from-email-holder\"><input type=\"email\" class=\"subscribe-footer-email\" placeholder=\"Enter your email\"><\/div>\r\n<button data-sitekey=\"6Lcl6eIkAAAAAIJsyVC0Qmc2ZTAgfz3pqyAeJjYI\" data-callback=\"onSubscribeFooterSubmit\" data-action=\"submit\" class=\"g-recaptcha subscribe-footer-submit\">\r\n\tGet in Touch\r\n<\/button>\r\n<\/form>\r\n<\/div>\r\n<div class='subscribe-footer-from-thankyou gsifthy'>\r\n\t<img alt=\"\" src=\"\/glossary\/wp-content\/uploads\/2020\/08\/02.svg\">\r\n<h3>Thank you for your interest!<\/h3>\r\n<p>Our team will contact you with more details.<\/p>\r\n<\/div>\r\n<div class=\"search-sidebar-footer-holder gisf\"><\/div><\/div><\/div><!-- \/Widget Shortcode -->[\/vc_column_text][\/vc_column][\/vc_row][\/vc_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[vc_row el_class=&#8221;front-hero-section&#8221;][vc_column width=&#8221;1\/2&#8243; css=&#8221;.vc_custom_1582730807176{background-image: url(https:\/\/persona.ly\/glossary\/\/wp-content\/uploads\/2020\/02\/group-19.svg?id=58) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: contain !important;}&#8221; el_class=&#8221;hero-first-section&#8221;][vc_column_text el_class=&#8221;page-heading&#8221; css=&#8221;.vc_custom_1593098990694{margin-top: 30px !important;}&#8221;] UA Glossary [\/vc_column_text][vc_column_text][\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_single_image image=&#8221;60&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;hero-section-image&#8221;][\/vc_column][\/vc_row][vc_section css=&#8221;.vc_custom_1583429011820{background-image: url(https:\/\/persona.ly\/glossary\/\/wp-content\/uploads\/2020\/03\/bg_repeater_with_bg_svg.svg?id=320) !important;}&#8221; el_class=&#8221;post-content-section archive-page-custom single-subcat&#8221;][vc_row el_class=&#8221;covered-grace-font&#8221;][vc_column width=&#8221;2\/3&#8243; 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