Use impression attribution to analyze which impressions lead to conversions.
About this task
The following steps provide an overview of the workflow for enabling impression attribution.
Procedure
- Tag your content with the marketing impression tag. You may need a tag library update
first.
See the IBM® Digital Analytics
Implementation Guide for details on using the marketing impression tag.
When the tagged content is displayed to visitors, Digital Analytics stores a history of the
impressions for every visitor.
When a visitor arrives on your site using any means, Digital Analytics associates any impression
history for the visitor with the cookie value used to track the visitor's activity on
your site.
Create reports that use impression attribution metrics. These
metrics are available on reports based on the Marketing Program field,
its derivatives (Vendor, Category, Item, or Placement), or its attributes.
Results
Note: Because impressions are not part of a session, you cannot apply
segmentation to a report with an impression metric. You can apply
segmentation to the impression metrics (for example, Sales (IMP|90|Avg)).
Note: Impression metrics are not available on reports that use a data
extension attribute as a display column.