The Attribution Scope drop-down menu is active in the Analyze tab and allows you to switch between cross-device and same-device sales metrics.
The cross-device view
To view cross-device metrics, select "Include Cross-device sales" under the Attribution Scope drop-down menu (1).
In this case, Sales would include both sales transactions that were completed on the same device, and cross-device sales (2). This would include cases such as a user clicking on an ad on his desktop, only to complete the purchase later on his mobile.
Using this view, you can compare both Sales and Same-device sales columns (3) to understand how many sales transactions were completed on the same device with a campaign click versus how many sales transactions were completed on another device.
To help you make the right investment decisions, all key sales metrics such asCost Of Sale (COS), Cost Per Order (CPO) and Conversion Rate (CR) are updated to reflect a cross-device view (4).
The Attribution Scope drop-down menu is visible in both "Analyze" and "Manage" tabs, but it is only active in the former.
The same-device view
To view same-device metrics, deselect "Include Cross-device sales" under the Attribution Scope drop-down menu (1).
In this case, Sales (2) and Same-device sales (3) are equal because you now only see sales that have resulted from an ad click and purchase on the same device.
Metrics including Cost Of Sale, Cost Per Order and Conversion Rate reflect a same-device view (4).
Use a cross-device view for a complete view of campaign performance
Today’s online consumers use multiple devices during their online shopping journey, regularly browsing and buying on different devices. Almost 1 in 3 online retail transactions involve two or more devices.
Using Criteo User Graph, powered by more than 10,000 participating advertisers, we can identify hundreds of millions of deterministic IDs and accurately link each consumer to their shopping activity across devices, channels and platforms. This allows us to identify the multiple devices used by a consumer in their purchase journey, and provide you with the most accurate data on which to make investment decisions.
We recommend that any analysis is based on Cross-device view figures, to avoid misattributing sales that happen beyond the device on which an ad was initially clicked.
Attribution Scope Menu on the "Manage" tab
Under the "Manage" tab the default view includes Cross-device sales.
Please contact your Account Strategist to change the default view.
A 30-day attribution window
Across both views, we only attribute sales if they occur within a post-click 30-day window i.e. 30 days after an online consumer has clicked on your banner.