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Web Attribution and Attribution Windows
Web Attribution and Attribution Windows

How do we attribute web visits to your campaigns.

Nicolas Hemidy avatar
Written by Nicolas Hemidy
Updated over a week ago


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 leads to a web visit. With Vibe, you can choose the length of your attribution window:

  • 1 hour

  • 6 hours

  • 12 hours

  • 24 hours

  • 48 hours

  • 72 hours

  • 7 days

How it works

An ad view is called an impression, and it is counted whenever an ad is displayed on a user's screen. (Note: you can also find your View Through Rate on the Vibe dashboard, typically around 98%).

Here's what the attribution flow looks like:

  1. Your audience views a Vibe ad from a given campaign.

  2. They visits your website.

  3. The Vibe pixel triggers an event from your website to Vibe servers.

  4. The Vibe attribution engine matches the user’s IP address with all the IP addresses that have been exposed to an ad from a given campaign and within a given attribution window (default attribution window is 7 days).

  5. All the IP matches within your preferred attribution window are linked to the relevant Vibe campaign and listed on the reporting page of that campaign.

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