Landing Page Item Attribution for Ad Effectiveness
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Solution Overview
Problem
Online systems face challenges in evaluating the effectiveness of content items, such as advertisements, due to the lack of information about items associated with these content items, making it difficult to associate user actions with content presentations and determine the contribution of impression events to conversions.
Innovation Solution
An online system matches items from a landing page with target objects based on conversion configurations and prominence, then applies an attribution model to determine the contribution of impression events to conversions, enabling accurate reporting of content effectiveness.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Ease of manufacture
If information identifying items associated with content items is not provided to online systems, then entities can simplify content item submission, but online systems cannot evaluate the effectiveness of content items at encouraging user actions
Solution Approach 1:
The system performs self-service by automatically accessing landing pages and extracting item information without requiring manual submission from entities. The online system autonomously identifies items associated with content items by crawling and analyzing landing page content, thereby eliminating the need for entities to provide item information while maintaining evaluation capability.
Solution Approach 2:
The landing page serves as an intermediary that bridges the content item and the associated items. By accessing the landing page as an intermediate source, the system indirectly obtains item information without requiring direct provision from entities, thus resolving the contradiction between submission simplicity and evaluation precision.
2Measurement precision
If the online system automatically accesses and analyzes landing pages to identify items, then item identification accuracy improves, but system complexity and processing time increase
Solution Approach 1:
The system performs preliminary actions by pre-accessing and analyzing landing pages before attribution evaluation is needed. Item information is extracted and cached in advance, so when attribution modeling is required, the system can quickly retrieve pre-processed item data without performing complex real-time analysis, thus reducing processing complexity while maintaining identification accuracy.
3Measurement precision
If the online system tracks and analyzes multiple impression events and conversions, then attribution accuracy improves, but data processing requirements and computational resources increase
Solution Approach 1:
The system extracts only the essential and relevant information from impression events and conversions needed for attribution modeling. Rather than processing all raw data, the system identifies and extracts key attributes such as item identifiers, conversion types, and timing information, thereby reducing the volume of data that requires intensive processing while maintaining attribution accuracy.
Data Source
AI summary
An online system receives, from an entity, a content item to be presented to online system users, in which the content item includes a landing page to a third-party website. The system accesses the landing page, identifies a set of items included in it, and determines whether the landing page is configured for performing one or more types of conversions associated with each item. The system matches one or more of the items with one or more target objects based on the determination and associates the matched target object(s) with the content item. The system receives information describing one or more impression events associated with presenting the content item to a user and information describing a conversion associated with a target object associated with the content item performed by the user, applies an attribution model to determine a contribution of the impression event(s) to the conversion, and reports the contribution.