Definitions
Attribution is the science of matching two data points to each other. At Vibe, we match your web users with your ad viewers to identify who was driven to your website by a Vibe ad, thanks to MMP and/or pixel tracking.
You can use this attribution data to measure campaign performance, optimize your creative assets, and more.
An attribution window is a defined period of time during which a CTV ad view can be linked to a web visit. With Vibe, you can choose from the following attribution windows:
12 hours
1 day
48 hours
72 hours
7 days
30 days (default, recommended)
How it works
An ad view is called an impression, and it is counted whenever an ad is displayed on a user's screen.
Here's what the attribution flow looks like:
Your audience views a Vibe ad from a given campaign.
They visit your website.
The Vibe pixel triggers an event from your website to Vibe servers.
The Vibe attribution engine matches the user's IP address with all the IP addresses that have been exposed to an ad from that campaign, within the selected attribution window.
All the IP matches within your attribution window are linked to the relevant Vibe campaign and listed on the reporting page.
Where to change the attribution window
You can set the attribution window in three places. Each one controls a different scope.
1. During campaign creation or editing (campaign level)
This setting is saved to the campaign and persists across sessions.
Open your campaign in edit mode.
Scroll to the Campaign Performance Objective section.
Expand Advanced options.
Click Edit window next to the current attribution window value.
Select your preferred window from the dropdown and click Save.
The default is 30 days (recommended, industry standard). This option is available for all campaign goals except Awareness.
2. On an individual campaign's reporting page
This filter temporarily changes the attribution window used to display metrics for that specific campaign.
Navigate to your campaign's reporting page.
In the header bar, look for the three-dot menu (⋮) on the right side, next to the date filters.
Click it and select your preferred attribution window. A checkmark indicates the currently selected value.
3. On the Campaigns reporting view (account level)
This filter changes the attribution window used across all campaigns displayed in the main reporting dashboard.
Go to the Campaigns reporting view (your main campaigns list with performance data).
In the filter bar at the top, look for the three-dot menu (⋮) on the right side, after the date and status filters.
Click it and select your preferred attribution window.
Important: reporting filters are session-based
The attribution window filters on the campaign reporting page and the account-level reporting view are temporary. They apply to your current session only and reset when you navigate away or reload the page.
If you notice a mismatch in data between the account-level Campaigns reporting view and an individual campaign's reporting page, check that both are set to the same attribution window. They are controlled independently.
The campaign-level setting (set during creation or editing) is the only one that is permanently saved.