Ad Conversion Tracking via Location Change Detection
Find Innovative SolutionsGenerate Solutions
Solution Overview
Problem
Advertisers in the housing and employment industries face challenges in accurately tracking the performance of their ad campaigns, as conversions are not easily measurable through online sales or transactions, unlike in other industry verticals.
Innovation Solution
A data processing system identifies ads related to the housing or employment industries, tracks the identifiers to which these ads are displayed, and determines conversion metrics by analyzing location data to provide insights on changes in user locations, such as home or employment addresses, exceeding a predetermined threshold.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If advertisers in housing and employment industries use traditional online sales tracking methods, then they can measure conversions easily through transactions, but they cannot accurately track performance because conversions are not easily measurable through online sales or transactions
Solution Approach 1:
The patent introduces location data as an intermediary indicator to measure conversion effectiveness. Instead of directly tracking whether a user converted (which is difficult in housing/employment industries), the system tracks location changes of users who interacted with ads. This intermediary metric allows advertisers to infer conversion performance without requiring direct transaction measurement, thereby improving measurement precision while avoiding the complexity of implementing direct conversion tracking infrastructure.
2Measurement precision
If the system tracks location data of all identifiers to determine conversion metrics, then it can provide accurate performance metrics, but it increases data processing requirements and system complexity
Solution Approach 1:
The system extracts only the necessary subset of data for conversion metric calculation. Specifically, it identifies and processes only those identifiers that both (a) were served ads related to housing or employment changes, and (b) have location data available in the location database. By extracting and processing only this relevant subset rather than all identifier data, the system achieves accurate performance metrics while minimizing data processing complexity and resource requirements.
3Loss of information
If the system provides conversion metrics for every advertiser, then it enables comprehensive performance assessment, but it may reveal sensitive location information about individuals
Solution Approach 1:
The system applies partial action by providing conversion metrics at an aggregated level rather than individual identifier level. It calculates and provides the number of identifiers that changed locations as a collective metric for advertisers, without revealing which specific identifiers converted. This approach delivers comprehensive performance information to advertisers while preventing the exposure of sensitive individual location data, thereby balancing information completeness with privacy protection.
Data Source
AI summary
Systems and methods for providing conversion metrics for ads related to the housing industry or the employment industry are provided. A system can identify a plurality of ads provided for display to a plurality of identifiers. Each of the plurality of ads is related to one of a housing industry or an employment industry. The system can identify, for an advertiser providing a subset of the identified plurality of ads, one or more identifiers to which the subset of the identified plurality of ads are provided for display. The system can determine, from a location database that includes location information of the plurality of identifiers, a number of identifiers of the identifiers to which the subset of the identified plurality of ads are provided for display that changed locations. The system can then provide, to the advertiser, a conversion metric based on the number of identifiers that changed locations responsive to determining that the number of identifiers is greater than a predetermined threshold.