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.
Attention
This 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.
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.
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.
Android
ICM 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.
iOS
ICM 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.
An impression is counted when:
At least 50% of the area of a display ad is visible on the screen for at least 1 second
At least 50% of the area of a video ad is visible on the screen while the video is playing for at least 2 seconds
In addition, an impression is counted when the requirements of an engaged view are not fully met.
Find the definitions of Meta ads touchpoints below.
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.
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.
Airbridge collects views and engaged views for Meta Ads.
Views are counted based on the first imporession of an ad. For example, if a user scrolls down and then scrolls back up to see the same ad again, it's counted as 1 view. If the same ad is shown to the same user twice at different times during the day, it's counted as 2 views.
Views are counted the same way for image or video ads. This means a video ad can be counted as a view even if the video doesn't play.
Engaged views are views where users interacted with an ad in the following ways and converted within 24 hours. To learn how to check engaged view data in Airbridge, refer to this article.
Watched a skippable video ad for 10 seconds
Watched at least 97% of a video ad shorter than 10 seconds
Airbridge prioritizes engaged views over regular views from Meta Ads campaigns.
Meta Ads provides AEM attribution data for views 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 1-day lookback window for views. 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.
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.
An impression is counted when an ad is on screen.
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