{"id":49271,"date":"2023-06-06T09:32:17","date_gmt":"2023-06-06T16:32:17","guid":{"rendered":"https:\/\/www.kochava.com\/?p=49271"},"modified":"2023-07-06T12:46:29","modified_gmt":"2023-07-06T19:46:29","slug":"boost-re-engagement-performance-with-view-through-attribution-vta-support","status":"publish","type":"post","link":"https:\/\/www.kochava.com\/ko\/blog\/boost-re-engagement-performance-with-view-through-attribution-vta-support\/","title":{"rendered":"Boost Re-engagement Performance with View-Through Attribution (VTA) Support"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”.vc_custom_1682612655196{padding-bottom: 20px !important;}”]\r\n

Learn how to enable view-through attribution for your re-engagement campaigns<\/h3>\r\n[\/vc_column_text][vc_row_inner equal_height=”yes” content_placement=”middle” column_margin=”60px” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” top_padding=”20″ bottom_padding=”20″ text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/2″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]Kochava is excited to announce the expansion of re-engagement campaign attribution to include conversions tied to impressions (ad views), in addition to ad click-throughs.<\/span>\r\n\r\nA very common user journey for re-engagement involves being served an ad, clicking on it, and then being directly deep linked into an app to make a purchase, start a trial, watch content, or complete an action designated by the marketer as the target conversion goal. A direct click on an ad shows the most intent and is justifiably attributed to the subsequent conversion as a successful re-engagement. <\/span>[\/vc_column_text][\/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/2″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”49323″ image_size=”medium_large” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default”][\/vc_column_inner][\/vc_row_inner][vc_column_text]Separately, an increasingly common scenario, particularly with the growth of over-the-top (OTT) and connected TV (CTV) as a channel, is ad views, which may or may not be clickable, driving users to take action, but not in the form of a direct click and deep link.<\/span>[\/vc_column_text][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all” css=”.vc_custom_1683672818900{padding-top: 40px !important;padding-bottom: 40px !important;}”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/6″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][\/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”2\/3″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”49391″ image_size=”full” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default”][\/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/6″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][\/vc_column_inner][\/vc_row_inner][vc_column_text]This scenario can also apply on mobile and other channels, where a user sees an ad, but doesn\u2019t take immediate action and instead self-launches the app later and completes the conversion. Since the direct intent of an ad click is missing, these impression-only ad encounters often have shorter default lookback windows for attribution (e.g., 24 hours). However, capturing this slice of additional campaign performance impact is meaningful, as marketers look to understand the holistic impact of every ad dollar spent.<\/span>[\/vc_column_text][vc_column_text css=”.vc_custom_1682612663406{padding-top: 20px !important;padding-bottom: 20px !important;}”]\r\n

How to take advantage of VTA for re-engagement<\/h3>\r\n[\/vc_column_text][vc_column_text]Advertisers running re-engagement campaigns can take advantage of this update by following two important steps.\u00a0<\/span>\r\n\r\nFirst, check if your campaign trackers are measuring impressions. If you\u2019re working with a media partner that\u2019s not currently sending impressions on your re-engagement campaigns, grab the impression tracking URL for the related tracker, provide it to the partner, and ask that partner to start reporting impressions. <\/span>[\/vc_column_text][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all” css=”.vc_custom_1682613119404{padding-top: 20px !important;padding-bottom: 20px !important;}”][vc_column_inner column_padding=”padding-2-percent” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”1px” column_border_color=”#00b3e3″ column_border_style=”solid” enable_border_animation=”true” column_padding_type=”default” gradient_type=”default”][vc_column_text]IMPORTANT:\u00a0<\/b>\r\n\r\nIf you\u2019re running OTT & CTV campaigns and want to account for cross-screen conversions, ask your Client Success Manager or email <\/span>Support@Kochava.com<\/span><\/a> about the appropriate partner and tracker configurations. <\/span>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_column_text]Second, for all EXISTING apps on your account, view-through re-engagement attribution will be disabled by default. You will need to take the steps outlined in this <\/span>support documentation<\/b><\/a> to enable this capability. For all NEW apps you add to your account in the future, this feature will be enabled by default. <\/span>[\/vc_column_text][vc_column_text css=”.vc_custom_1682612671609{padding-top: 20px !important;padding-bottom: 20px !important;}”]\r\n

Impression-based configurable attribution<\/h3>\r\n[\/vc_column_text][vc_column_text]Kochava provides significant configurability related to re-engagement attribution. Advertisers should review their current settings and adjust appropriately to tailor how much credit they want to give impression-based matches. The configurable settings that advertisers should review include:\u00a0<\/span><\/b>\r\n