Conversion Path Position Reporting for Ad Channel Attribution
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Solution Overview
Problem
Existing advertising management systems face challenges in accurately tracking and analyzing user interactions across multiple sessions due to cookie deletion and partial conversion paths, leading to biased performance reports that do not fully capture the contribution of various channels to conversion cycles.
Innovation Solution
The system aggregates user interactions based on channel groups and positions within conversion paths, providing detailed reports that visualize the contribution of each channel over time, thereby reducing bias and enhancing the understanding of conversion cycles.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Reliability
If cookies are used to track user actions over time, then user action tracking is enabled, but data collection is disrupted when cookies are removed
Solution Approach 1:
The patent introduces conversion path tracking as an intermediary mechanism that bridges the gap between cookie-based tracking and cookie-less environments. By recording the sequence of channels and interactions leading to conversions, the system can attribute conversions to specific channels without relying on persistent cookies, thus maintaining data collection continuity while enabling reliable user action tracking.
Solution Approach 2:
The system performs preliminary tracking of user interactions and channel assignments before conversion occurs. By pre-recording the conversion path and channel assignments in advance, the system ensures that even if cookies are removed between interactions, the necessary tracking information is already captured, preventing data collection disruption.
2Measurement precision
If all user actions are tracked to provide comprehensive performance measures, then measurement completeness is improved, but data processing complexity increases
Solution Approach 1:
The patent segments user actions into distinct conversion paths, where each path represents a sequence of channel interactions leading to a conversion. By organizing data this way, the system can process and analyze only the relevant actions within each conversion path rather than processing all user actions individually, thus reducing data processing complexity while maintaining measurement precision through comprehensive path-level analysis.
Solution Approach 2:
Instead of processing every single user action in detail, the system focuses on tracking and analyzing the partial set of actions that constitute conversion paths. This selective processing approach maintains measurement precision by capturing the essential conversion-related actions while significantly reducing the overall data processing complexity compared to processing all user actions.
3Loss of information
If channel contributions are analyzed across multiple conversion paths, then insight comprehensiveness is improved, but analysis time increases
Solution Approach 1:
The patent merges multiple conversion paths into aggregated channel contribution analyses. By combining and aggregating data across conversion paths, the system can provide comprehensive insights into channel contributions without processing each path separately in detail, thus reducing analysis time while maintaining insight comprehensiveness through aggregated results.
Data Source
AI summary
Methods, systems, and apparatuses, including computer programs encoded on computer-readable media, for receiving information regarding a plurality of conversion paths. Each conversion path includes one or more user interactions, corresponds to a user, and ends with a conversion interaction. A list of channel groups is received. Each channel group includes a name and one or more group rules that refer to the characteristics of one or more user interactions of the plurality of conversion paths. Each user interaction in the plurality of conversion paths is grouped based upon the list of channel groups. A selection of channels to visualize is received and for each of the selected channels to visualize the user interactions are aggregated based upon the channel group of the user interaction and a position of the user interaction within the conversion path. Information regarding the aggregated user interactions for each of the selected channels is provided.