Enhanced Attribution

Abstract

Describes how to enable Enhanced Attribution in both the Yahoo Native and Yahoo DSP UI’s. Also discusses the server-to-server implementation, and how to track user activity and conversions.

Overview

Yahoo 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 3rd-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 3rd-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.

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

To take advantage of this new feature, you must activate it by clicking an Enable Enhanced Attribution button in the Yahoo DSP UI. Otherwise, no vmcid 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 authenticate with OAuth 2.0 before any data can be posted to Yahoo servers.

Important

If you have any questions about the server-to-server pixel implementation, reach out to the solutions team at [email protected].

Topics to Navigate

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