Attributing Web User Actions to Multivariate Test Parameters
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Solution Overview
Problem
Publishers face challenges in attributing user actions to their web page configurations when these actions occur through third-party advertisements, making it difficult to measure the effectiveness of their content presentations.
Innovation Solution
Implementing a system where multivariate test parameters are embedded in web page content, allowing attribution devices to link user actions to specific configurations, enabling publishers to identify optimal configurations based on user behavior.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Productivity
If publishers use third-party advertisements on their web pages, then they can generate additional revenue and expand content reach, but they lose the ability to attribute user actions to their own web page configurations
Solution Approach 1:
The system segments the attribution process by creating separate tracking mechanisms for publisher content and advertiser content. Publisher multivariate test parameters are embedded in the web page content itself, while advertiser parameters are embedded in the advertisement. This segmentation allows independent tracking of each entity's contribution to user actions, resolving the information loss problem while maintaining third-party advertising capabilities.
Solution Approach 2:
The system introduces an intermediary attribution mechanism that captures and preserves publisher multivariate test parameters even when user interactions occur through third-party advertisements. The intermediary tracking system records the relationship between publisher content configurations and user actions, enabling attribution despite the presence of third-party content in the interaction path.
2Measurement precision
If publishers embed tracking mechanisms in web page content, then they can measure user actions, but they cannot track actions that occur through external advertisement platforms
Solution Approach 1:
The system creates a universal attribution framework that works across multiple platforms and content types. By embedding multivariate test parameters in a standardized manner in both publisher web page content and advertiser advertisements, the system enables consistent tracking regardless of where the user interaction occurs, achieving both measurement precision and cross-platform versatility.
Solution Approach 2:
The system performs preliminary embedding of multivariate test parameters and tracking mechanisms into the web page content and advertisement structures before user interactions occur. This preliminary setup ensures that attribution information is captured at the source, enabling accurate measurement of user actions even when they occur through external advertisement platforms.
3Productivity
If publishers rely on third-party advertisers for user interactions, then they can access broader audiences, but they cannot determine which web page configurations drive conversions
Solution Approach 1:
The system segments tracking responsibilities by embedding distinct multivariate test parameters for publishers in their web page content and for advertisers in their advertisements. This segmentation preserves the configuration-to-action linkage for publishers even when users interact through third-party advertiser content, enabling conversion measurement while maintaining information integrity.
Solution Approach 2:
The system establishes a feedback mechanism that captures user actions occurring through third-party advertisements and feeds this information back to publishers with the corresponding multivariate test parameters. This feedback loop enables publishers to determine which web page configurations drive conversions, maintaining productivity while preventing information loss about configuration effectiveness.
Data Source
AI summary
Certain embodiments herein relate to attributing or associating a user's actions with respect to web page content to the multivariate test parameters. For example, a user's purchase of a product after clicking on an ad in the web page content may be attributed to multivariate test parameters corresponding to the placement of the ad, the size of the ad image, whether a border is placed around the ad, any number of attributes associated with the ad, the content in which the ad is placed, etc. In certain embodiments, a user's actions may occur at a device that is separate from the publisher device. Techniques described herein may attribute or associate such actions with a publisher's web page content such that publishers may be made aware of the effectiveness of the placement, layout, orientation, etc., of their web page content based on how users reacted to such attributes.