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Deduplication Parameter

What is the Deduplication Parameter?

In order for Criteo Dynamic Retargeting to continually optimize performance against your sales objectives, attribution of sales to Criteo should be logged in real-time. This is handled by the Deduplication Parameter, part of Criteo OneTag, already in place on your website. Enabling this parameter will pass the information that a sale was generated by Criteo based on your attribution model, rather than relying solely on the default 30-days post-click sales attribution model. Your campaign’s performance is improved because the Criteo engine now better understands who are the most relevant shoppers, based on your specific sales objectives.

Doing so can result in an increase in sales of up to 10%*.

Please, note that :

  • the Deduplication Parameter must be implemented as soon as you can give Criteo the deduplication information in real time
  • the given information must be fully aligned with your current attribution model and your current analytics tool (in house or 3rd party tool)

Deduplication Parameter can have one of two values, to be filled in for each sale event:

  • 1 - if you are giving credit to Criteo, entirely or partially (fragmented attribution model)
  • 0 - if you are not giving credit to Criteo

For example, here is what the Criteo OneTag would look like if the last click was from Criteo: 

<script type="text/javascript" src="//static.criteo.net/js/ld/ld.js" async="true"></script>

The Deduplication Parameter is implemented right after the trackTransaction event, like this:

{ event: "trackTransaction", deduplication: 1,
<script type="text/javascript" src="//static.criteo.net/js/ld/ld.js" async="true"></script>
<script type="text/javascript">
window.criteo_q = window.criteo_q || [];
var deviceType = /iPad/.test(navigator.userAgent) ? "t" : /Mobile|iP(hone|od)|Android|BlackBerry|IEMobile|Silk/.test(navigator.userAgent) ? "m" : "d";
window.criteo_q.push(
{ event: "setAccount", account: YOUR_ACCOUNT_ID },
{ event: "setSiteType", type: deviceType },
{ event: "setEmail", email: "TRIMMED AND LOWERCASE USER EMAIL ADDRESS" },
{ event: "trackTransaction", deduplication: 1, id: CONFIRMATION#, item: [ { id: "PRODUCT_ID_1", price: UNIT_PRICE_1, quantity: PRODUCT_QUANTITY_1 }
]}
);
</script>

And here is an example of how Criteo OneTag would look like if you are not giving credit to Criteo for this specific sale:

<script type="text/javascript" src="//static.criteo.net/js/ld/ld.js" async="true"></script>
<script type="text/javascript">
window.criteo_q = window.criteo_q || [];
var deviceType = /iPad/.test(navigator.userAgent) ? "t" : /Mobile|iP(hone|od)|Android|BlackBerry|IEMobile|Silk/.test(navigator.userAgent) ? "m" : "d";
window.criteo_q.push(
{ event: "setAccount", account: YOUR_ACCOUNT_ID },
{ event: "setSiteType", type: deviceType },
{ event: "setEmail", email: "TRIMMED AND LOWERCASE USER EMAIL ADDRESS" },
{ event: "trackTransaction", deduplication: 0, id: TRANSACTION_ID, item: [ { id: "PRODUCT_ID_1", price: UNIT_PRICE_1, quantity: PRODUCT_QUANTITY_1 }
]}
);
</script>

* Findings based on Criteo’s analysis of clients using the deduplication parameter.

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