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, contact integration@ab180.co.
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.
A click is counted when a user clicks on a link to select destinations or experiences, on or off Meta technologies.
A click is not counted when a user clicks on other parts of your ad. For instance, post likes and clicks to a Facebook Page or Instagram profile are not counted as clicks.
The AEM attribution data is the click data that has been used to attribute the app installs on iOS 14.5+ devices through the AEM protocol. Airbridge considers the touchpoints used for probabilistic modeling attribution and for AEM attribution to have the same priority.
The lookback window of the AEM attribution data is fixed to 1 day, and the lookback window setting in your Airbridge dashboard does not apply. For more guidance, refer to this article.
An impression is counted when an ad is on screen. The count depends on the number of times an instance of an ad is on screen for the first time. For example, if an ad is on screen and a user scrolls down and back up to the same ad, that counts as 1 impression. If an ad is on screen for a user 2 different times in a day, that counts as 2 impressions.
Impressions are counted the same way for ads that contain either images or videos. This means that a video does not need to start playing for the impression to be counted.
The Airbridge attribution model applies higher priority to engaged views over impressions from Meta ads campaigns. An engaged view is counted if a user converts within 1 day from interacting with an ad as follows:
A user plays 10 seconds of a video ad
A user watches at least 97% of a video ad that is shorter than 10 seconds
To learn how to track engaged views in Airbridge, refer to this article.
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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