Attribution and de-duplication

Attribution Measurement

Adara Impact employs a full credit attribution model as opposed to any particular model such as first-touch, middle-touch, last-touch or multi-touch models. This is done, so that the role of any one impression is not diminished and impact can be measured for all activities on an even plane. In practice this means, if an impression is shown to a traveler that eventually converts, then it will be given credit as long as it falls within the attribution window.

Deduplication

To ensure that there is no duplicate count of unique traveler, the system maintains a practice of de-duplication at three levels:

1. Total Deduplication – this is utilized when reporting at an aggregate level for all activity within a certain time frame. E.G. if three campaign showed an impression to an eventual traveler, then that traveler will only be counted once.
2. Attribution Group De-duplication – this is utilized when there are any reports involving attribution groupings. Given that this reporting dives into the impact at activity at a grouping level, it is important to represent the full impact. E.G. if two groups delivered an impression to an eventual traveler, then that credit will be counted for each group.
3. Pixel De-duplication – this is utilized at the lowest level of pixel and functions similarly to the groups, but at a lower level.