Attribution

Attribution Model

Koddi uses a last-touch attribution model out of the box. In short, last-touch attribution gives the conversion credit entirely to the final ad touchpoint before the conversion event. This is the standard attribution for almost all private marketplace ad programs (and default option for most analytics and reporting tools across the ad tech landscape). It is for this reason, this is not a configurable option.

That being said, Koddi can support alternative models. Please contact your Koddi team to discuss additional options.

Attribution Types

Koddi supports multiple, configurable attribution types:

• Direct: same entity clicked converts
• Exposed: same entity viewed converts
• Halo Direct: entity related to the entity clicked converts
• Halo Exposed: entity related to the entity viewed converts

The halo grouping is also configurable – it can be any level in the campaign structure (same advertiser for example) or an attribute in the inventory feed (same brand for example).

Look Back Window

The look back window is also configurable and can be set to any numbers of days less than 30. If you have a use case for anything beyond 30 days, please contact your Koddi team to discuss additional options.

Reporting

The following performance metrics are available in reporting:

• Revenue
• ROAS
• Transactions
• Units
• Exposed Revenue
• Exposed ROAS
• Exposed Transactions
• Exposed Units
• Halo Revenue
• Halo ROAS
• Halo Transactions
• Halo Units
• Halo Exposed Revenue
• Halo Exposed ROAS
• Halo Exposed Transactions
• Halo Exposed Units