Enhanced Attribution

Abstract

Describes how to enable Enhanced Attribution in the Yahoo DSP UI. Also discusses how to use a post-back mechanism for the server-to-server implementation and how to track user activity and conversions.

Important

For complete Identity-specific documentation, refer to Ad Tech Identity.

Overview

Yahoo Ad Tech Enhanced Attribution works by leveraging a click ID to count post-click conversions, using a privacy-friendly mechanism that doesn’t require or depend on a third-party cookie. These conversions are counted according to the attribution settings you’ve specified in your rule setup and meet all those rule conditions.

Enhanced Attribution uses the click ID as an identifier when browsers block third-party cookies. When you enable enhanced attribution, the Yahoo click ID macro (${CC}) is added to the click-through URL of the advertisement, and is expanded in transit with a unique value for that click.

On the conversion event, the vmcid click ID is then passed back to the Yahoo DSP ad platform for attribution.

Important

Enhanced Attribution adheres to all privacy regulations because the click event is not tied back to a user but instead only connects the conversion to a click event.

Enablement

To take advantage of this new feature, you must activate it by clicking an Enable Enhanced Attribution button in the How to Enable Enhanced Attribution. Otherwise, no vmcid click ID will be stored to the first-party cookie or local storage and the feature will not function.

In the Server-to-Server Implementation v1.0, Enhanced Attribution is enabled for clients who wish to use a post-back mechanism to send Yahoo the conversion data: specifically, the click ID from the landing page when a conversion occurs. For the server-to-server implementation, you will need to Authentication before any data can be posted to Yahoo servers.

Note

If you have any questions, be sure to reach out to your Yahoo Account representative or the Yahoo Ad Tech Solutions Engineering team at <[email protected]>.

Topics to Navigate

To take advantage of Enhanced Attribution, you may wish to explore these topics: