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  3. People-Based Attribution (PBA)

Using PBA dashboards

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Gray Goldstein
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At a glance: Get the most out of our PBA dashboard features.

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PBA dashboards

The following sections relate to the Website Attribution, Web-to-App and Conversion Paths dashboards. 

Settings

Filtering options

Refine PBA dashboard results by using the date-picker, filter, and group-by options to narrow your search. 

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Filters and date-picker

Filter Description/values Web
-to-
App		 Conversion
Paths		 Website attribution
Datepicker

Date relates to the PBA event date being either:

  • Conversion date
  • Install date

Y

Y

Y
Geo  List of countries/territories Y Y Y
Install type Organic, smart banner, custom link, paid Y - -
Media channel Ad, direct, email, referral, organic search, social Y Y Y
Mobile platform Android, iOS Y - -
Media source 

List of media sources attributed to events

Y

Y

Y

Media type

Includes paid, owned, earned

Y

Y

Y

Conversion events

Show paths that lead to the conversion event

-

Y

Y

Path length (steps) 

Number of steps in the current conversion path view: Media source, media channel, media type

-

Y

-

Path duration (days)

 Duration of the conversion starting with the first touchpoint - Y -
PBA dashboard filter dimensions per dashboard

Grouping options

Group by options are available on the Web-to-App and Website Attribution dashboards, but not the Conversion Paths dashboard.

Dashboard data is grouped by, for example, media source, device, or country. When a group is selected, a column of data is added to the results table. The order in which groups are chosen affects how the data is shown. 

  • Default group: Media source/Campaign
  • In the drop-down, select 1 or more of the options.

 Example

Scenario: The same targeting campaign is run in both Net_A and Net_B.

Goal: Look at which media source is more successful.

How? Group by media source, then look at a campaign that is directed towards the same target audience.

Group Description Web-to-App Website Attribution

Device type

Includes smartphone, tablet, desktop, TV, and other (unrecognized devices)

Y

Y

Environment
  • Use to differentiate between web and mobile KPIs
  • Website Attriubution dashboard: Combines operating system and platform. For example, Android/Web, iOS/Web, Windows/Web, Linux/Web 
  • Web-to-App: ios, Android, Windows
 Y N

Geo
  • View traffic and engagement trends by country
  • Results can directly impact investment decisions per country
 Y Y

Media source/campaign

Media source

Media source attributed to a conversion

  • To view in-depth campaign data click down through the campaign hierarchy: campaign > ad set > ad
  • Available hierarchy levels differ between the various media sources

Campaign names

  • Available campaign names based on URL parameters.
  • Campaign names aren't available in all cases.
 Y Y

Media channel

Ad, direct, email, referral, organic search, social

 N

Y

Media type

Includes paid, owned, earned

 N

Y

Platform

 

 N

Y

Other settings

Setting Description
Brand bundle

PBA dashboards have brand-bundle level data. Bundles consist of a website, 1 Android app, and 1 iOS app.
PBA settings
  • Set conversion events
  • Change bundle settings

Dashboard principles

Data freshness

PBA dashboards and reports are updated daily per the UTC time zone.
  • Daily processing includes events received during the previous day. 
  • Data finalization:
    • In the case of Web-to-App and Conversion Paths, PBA can identify additional related events for the initial 7 days after the conversion. This can change the media source identified as being ultimately responsible for driving the conversion. 
    • In the related raw-data reports, the final_data field is false during the initial 7-day period.
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