Conversion Tracking Intermediary for Cross-Network Ad Attribution
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Solution Overview
Problem
Current systems lack an efficient method to track user actions, particularly conversions, across different advertising networks, leading to inefficiencies in measuring ad effectiveness and ROI for advertisers.
Innovation Solution
A system and method that enables tracking user actions by generating cookies and transmitting them to a server, which determines whether conversions resulted from advertisements, allowing for internal and external conversion tracking across various ad providers, including those not affiliated with the tracking system.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If conversion tracking is implemented across multiple ad networks, then measurement precision of ad effectiveness is improved, but device complexity increases
Solution Approach 1:
The patent introduces a conversion tracker as an intermediary component that mediates between ad networks and advertisers. This tracker receives conversion data from multiple ad networks, processes it through a centralized system, and delivers actionable insights to advertisers. By using this intermediary, the system achieves accurate cross-network conversion tracking without requiring each ad network to implement complex tracking mechanisms independently, thus improving measurement precision while managing device complexity.
Solution Approach 2:
The conversion tracker is designed with universal functionality to handle conversions from multiple different ad networks through a single unified system. The tracker can process conversion data from various ad networks using common protocols and data formats, eliminating the need for separate tracking implementations for each network. This multi-functionality enables accurate measurement across diverse ad networks while simplifying the overall system architecture compared to network-specific tracking solutions.
2Productivity
If cookies are transmitted to track user actions, then conversion tracking capability is improved, but privacy concerns increase
Solution Approach 1:
The patent extracts and processes conversion tracking functionality from the cookie itself, separating the tracking mechanism from the data storage medium. Instead of relying on cookies to perform tracking operations, the system uses cookies only as a passive identifier to associate conversion events with users across ad networks. The actual tracking logic is extracted and executed by the centralized conversion tracker, reducing the privacy intrusion associated with active cookie-based tracking while maintaining conversion attribution capability.
Solution Approach 2:
The conversion tracker operates autonomously to process conversion data and generate insights without requiring continuous user interaction or explicit permission for each tracking action. The system self-manages the tracking process by automatically receiving conversion events from ad networks, matching them with user identifiers stored in cookies, and delivering conversion reports. This self-service approach minimizes ongoing privacy intrusions compared to active cookie-based tracking systems that require continuous user engagement.
Data Source
AI summary
A system tracks user actions associated with advertisements. The system may receive information in response to a user action. The system may then determine whether the action performed by the user resulted from an advertisement.