What is Channel Attribution?

Product Insights enable you to analyse the way your Product Inventory is promoted. In order to take full advantage of the insights presented, it is important to understand where are the insights coming from and how are they attributed. There are differences among different layers and sources.

The Meta insights are coming from "product ID" breakdown in Meta Insights. We take all the ads which are using the particular product catalog and we download the product breakdowns and aggregate the numbers together. As a result, you can analyse better the delivery of your Dynamic Ads.

The fact that these insights are provided by the Meta Insights breakdown means that they use quite a specific attribution model. Simply put, all the Meta metrics are attributed to the product which has won the impression. In other words - the first card in the carousel. Basically, Meta takes the results of the ad - impressions, clicks and conversions and divides it to the products based on which SKU has been shown first when the given impression occurred.

Here is an example situation:

The user is shown "product A" in the feed. She thumbs through the carousel and clicks on "product B" in order to land on the website. Ultimately, she purchases "product C" two days later. As a result "product A" will be awarded all the actions: impression, click and purchase (under the C7 attribution model).

Unfortunately, this means that the Meta metrics cannot give you insights on the products which were shown deep in the carousel.

The metrics are very useful nonetheless. They tell you which products the Meta algorithm uses to bid within the auctions. The first card is the crucial part of the impression. Think about it as your creative in the realm of static ads. That first product speaks for your brand. On average, over 95% of users won't see any other product in that given impression. The customer journey starts with that first card.

Subsequently CTR metrics are not able to measure click through of particular products. Instead, they tell you a story of thumbstoppingness of the initial product. It tells you how good is the product in opening customer journeys at the top of the funnel. Similarly Purchase event actions let you know whether people converted when the particular product was shown as the first carousel card.

If you've connected a Google Analytics profile to a Product Inventory, ROI Hunter will match information from your e-commerce module to the products in the inventory. We download data about Product Detail Views, Add to Cart and Transaction events. At this moment, we download the information regardless of the channel. This means that the revenues you see for particular products are your total sales of a particular SKU.

Please make sure that we can match the products together by including the product IDs from Google Analytics in your product feed.

There is a common case where Product Inventory uses product variants (eg: different sizes have separate product ID) and Google Analytics tracks products on a SKU level (without distinction of size). In that case, we will assign the SKU total numbers for each variant. This is to ensure that your filters based on GA metrics are applied correctly to all variants of an SKU. However total numbers are correct and counted uniquely for each SKU.

By connecting your Google Ads account, you can tie information from the Google Shopping Performance View to your Product Inventory. This enables you to use Shopping metrics in segmenting products. The most common use case is to promote products with high search volume

Again, the Shopping Insights are aggregated from all of your Shopping campaigns (both classic and Smart).