IBM Digital Analytics Impression Attribution

IBM Digital Analytics Impression Attribution is an optional module that allows the tracking of impressions from offsite marketing placements directing traffic back to a Digital Analytics-tagged web site. Through sophisticated cookie mapping and attribution logic, it is possible to understand basic information such as impressions, clicks, and click-throughs, in addition to advanced metrics such as "attributed" sales, orders, sessions, and events over defined attribution windows and selected credit logic.

This module may require a tag library update. IBM Digital Analytics Impression Attribution tag implementation guide consists of an independent request, redirect request, marketing impression tag specification, marketing program, and impression correlation, independent request HTML example, and testing marketing impression tags. Independent request or the Independent request HTML example are preferred to limit the impact on performance/latency on the publishing site; for a micro-site, the request may just be included directly in the page source. In the case of a display ad, the publishing site code would request both the Digital Analytics Impression Attribution tag and the actual advertisement content at the same time.

For the redirect request, it leverages a redirect through which the publishing site requests the Digital Analytics Impression AttributionMarketing Impression Attribution tag and it, in turn, redirects to the advertisement URL. Marketing impression tag specification is a lightweight direct image request to Digital Analytics that sets or collects a 3rd party cookie (CoreID6).

For the Marketing program and impression correlation, the Marketing Program link URL and associated Marketing Impression requests for the same Advertisement should contain the same Marketing Program (cm_mmc=) and Marketing Attribute (cm_mmca1-a15) parameter values. Testing marketing impression tags. The Marketing Impression Attribution reporting module is not available in Digital Analytics test reports.