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A touchpoint refers to an interaction between a user and an advertisement, with clicks and impressions being the two primary examples. The definitions of different types of touchpoints can vary by ad channel. Therefore, it is essential to familiarize yourself with them and accurately understand your attribution data. This article outlines some of the touchpoint definitions used by major ad channels integrated with Airbridge.
AttentionThis article focuses on the touchpoints that the Airbridge attribution model uses to measure campaign performance.The content of this article is based on the information disclosed by each ad channel. Nonetheless, for the most accurate and up-to-date information, refer to the latest documentation provided by each ad channel.
Find the definitions of Google Ads touchpoints below.
A click is counted when a user clicks an ad.
Engaged views
The Airbridge attribution model applies the same priority to clicks and engaged views from Google Ads campaigns. An engaged view is counted when:
  • A user watches at least 10 seconds of a skippable in-stream ad
  • A user watches the entire skippable in-stream ad that is shorter than 10 seconds
  • A user watches at least 5 seconds of an in-feed or Shorts ad
Engaged views are available for Video campaigns, App campaigns, Display campaigns, Demand Gen campaigns, and Performance Max campaigns. You can set an engaged view conversion window for each corresponding conversion in your Google Ads dashboard.To learn how to track engaged views in Airbridge, refer to this article.
ICM attribution data
Integrated Conversion Measurement (ICM) is Google’s privacy-driven solution for filling in conversion tracking gaps caused by stricter tracking limitations. Google provides the ICM attribution data, which is the non-deterministic attribution data provided by Google’s privacy-preserving conversion modeling.Refer to the conditions below for the ICM attribution data to be provided by Google.AndroidICM attribution data is provided for winning touchpoints, including clicks and engaged views, specifically for Google Ads’ App Campaigns for Installs (ACi), where user-level data is unavailable because the user did not allow tracking on the device.iOSICM attribution data is provided for clicks that have contributed to the conversion, specifically for Google Ads’ App Campaigns for Installs (ACi), where user-level data is unavailable because the user has not consented to data collection under ATT (App Tracking Transparency).To receive the ICM attribution data for iOS, install Google’s On-Device Event Measurement SDK and update Airbridge’s iOS Native SDK to version 4.4.1 or later. For ODM SDK installation, refer to this article.

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Meta Ads

Find the definitions of Meta ads touchpoints below.

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Airbridge collected data

When a user clicks a link in an ad that directs to a specific landing page inside or outside Meta services, it’s counted as a click.When a user likes an ad post or clicks a non-link area to navigate to a Facebook Page, Instagram profile, or similar destination, it’s not counted as a click.

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AEM attribution data

Meta Ads provides AEM attribution data for clicks from campaigns using AEM that led to app installs on iOS 14.5 and later devices.Airbridge considers touchpoints used for probabilistic modeling attribution and for AEM attribution to have the same priority. AEM attribution data uses a fixed 7-day lookback window for clicks. This is set by Meta Ads independently of your Airbridge dashboard settings and can’t be changed. For more details, refer to the Airbridge guide.

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TikTok for Business

Find the definitions of TikTok for Business touchpoints below.
A click is counted when a user clicks on an ad to be led to advertiser-specified destinations like websites, apps, or to the app store.