At a glance: PBA rules determine the media source and campaign responsible for bringing a visitor to the website.
Website visits (touchpoints) and web events
- Website visit
- To determine the media source responsible for bringing a user to the website, PBA analyzes the query parameters on the URL and the HTTP document referrers collected by the web SDK.
- Rules-based media source determination uses the data collected as detailed in this article. Similarly, media type and media channel are determined.
- The visit, also referred to as a touchpoint, is recorded in PBA raw data.
- Campaign information is extracted from:
- Query parameters using the media source
- Gclid (if available) using Google ads integration
- Web event
- A web event occurs when a visitor performs an action on the website, for example, product search, product selection, or purchase.
- Events are attributed to the touchpoint, of the most recent non-direct web visit, occurring during a 30-day look-back window.
- Events are sub-divided into:
- Conversion events: Significant events as designated by the marketer. For example, purchase or registration.
- Standard events: Other events.
PBA dashboards and raw-data reports make use of the attributed media sources, types, channels, and campaigns.
For ease of understanding, the table that follows contains examples of the determined media source with their type and channel.
|Media source||Media type||Media channel|
Media source determination rules
PBA determines the media source, media type, and media channel in a hierarchical manner. This means determining the relevant media source rule and media source. Afterward, the media type and media channel are determined.
|Media source rule||Resolving the media source|
To prevent attributing events to the website itself (self-attribution), an exclusion list is used. The list consists of:
Resolve to the pid value in the URL. For some SRNs, resolve the pid to the SRNs commercial name for consistency and clarity. For example, pid=facebook resolves to Facebook Ads.
Major ad networks, like Google, use click IDs to auto-tag campaigns. Click IDs resolve as follows:
If there is no custom rule match, the media source resolves to the value of the utm_source parameter.
|Referrer||The referrer is the HTTP source that sent the user to the website. The media source is the domain name of the referrer.|
Media source type
Marketers usually segment web media sources into three types:
- Paid: ad campaigns like display banners, videos, and search ads.
- Owned: marketing campaigns that come from owned media meaning, email campaigns, social posts, blogs.
- Earned: direct or organic traffic from search engines, referrals, and actual direct traffic.
The media type is determined by referencing the media source rule used in combination with the media source/other parameters.
|Applicable media source rule||Media source||Media type|
The pid rule determined if the media source is:
|Any other media source||Paid|
Determined using a click ID:
|UTM custom rules determine the media source||Paid|
|Any other media source||Owned|
Referrer domain value is one of the following:
|Any other media source||
Media source channel
The media channel is determined by rules as listed here.
|Priority||Media channel rule||Values||Media channel|
|Highest priority||The media source is one of the listed values||Direct||Direct|
|Media type is Paid||
|Media source determined by referrer||Referral|
|Lowest priority||No other prior condition matched||Other|
Determining the campaign
- Campaigns are determined using:
- Campaign URL parameters, in accordance with media source URL parameters.
- Gclid click ID and using Google Ads integration
- If the relevant campaign parameter is not found on the URL, then the campaign is not derived.
|Media source parameter used||Campaign parameter used|
|pid||c. AppsFlyer media source parameters available on the URL are used to populate raw data and the Website Attribution dashboard. Available parameters: c_id, af_adset, af_adset_it, af_ad_id|
|Click ID—gclid||Get via API from Google Ads|