Understanding click and view-through attribution
From Q3 2026, eligible clients will begin seeing click and view-through attribution in live on-site reporting, starting in the on-site performance dashboard.
Are you eligible?
Eligible clients are retailers already using view-through attribution in the live system before this change.
This gives you a clearer view of how campaigns drive results, whether conversions come from direct clicks or ad views that influence later purchases.
You'll be able to see conversions and sales split by Click-through and View-through attribution. This helps you understand total campaign impact more clearly and make better budget decisions.
For clients already using view-through attribution, this is applied automatically. If you currently use click attribution only, contact your Epsilon representative to discuss upgrading.
What changes in reporting
Once enabled, the on-site performance dashboard shows separate metrics for:
Click-through Conversions
Click-through Sales Value
View-through Conversions
View-through Sales Value
These metrics give you a clearer breakdown of direct response and impression-led influence.
The difference between click and view-through attribution
Click-through attribution counts a conversion or sale after a shopper clicks an ad, then purchases within the retailer's attribution window.
View-through attribution counts a conversion or sale after a shopper sees an ad, does not click it, and later purchases within the retailer's attribution window.
In short, click-through measures direct response after a click. View-through measures ad influence after an impression.
How live attribution works with Brand HALO
The live attribution system and Brand HALO system both help show the value of advertising, but they measure different kinds of influence.
Live attribution (same SKU) matches conversions only to the exact product code being advertised. This gives you a strict product-level view of attribution.
The live system captures click-through and view-through separately and shows them in separate metrics.
Brand HALO attribution extends beyond direct matches and captures related influence across products in the same brand.
Brand HALO captures click-through and view-through activity, but surfaces them in a single conversion metric in the platform.
For more detail, see Understanding on-site standard and enhanced metrics.
Attribution in the live and Brand HALO systems follows a defined order of operations:
At a high level, the system:
checks for a qualifying prior ad interaction
looks for same-SKU attribution first
checks click attribution before view attribution
falls back to Brand HALO only if no same-SKU match is found
How the UI displays attribution metrics
This is a forward-only change, so the UI adjusts what it shows based on the date range you select.
If your selected date range includes dates before activation, the dashboard continues to show aggregated Conversions and Sales Value metrics.
If your selected date range is fully after activation, the dashboard shows separate click-through and view-through metrics instead.
Frequently asked questions
Can I opt-out of this change?
No. This is a platform-wide upgrade. If you have concerns about your setup or use case, contact your Epsilon representative.
What happens to conversions before this upgrade?
Conversions before this change continue to display in the aggregated Conversions and Sales Value columns.
How does the UI show conversions if I view data before and after the upgrade, such as year to date?
When the selected date range spans both periods, the UI shows aggregated Conversions and Sales Value metrics.
Can I filter by attribution type?
Yes. If click and view-through attribution is enabled, an attribution filter appears in the top filter bar. All attribution includes both click-through and view-through attribution.
What if click attribution is live on one ad type, and click plus view-through are live on another?
The UI dynamically displays columns based on whether view-through attribution is enabled for the selected data.
Where will the new metrics show?
At launch, these metrics are available in the on-site performance dashboard only. Other reports continue to show combined conversions until future updates arrive.
Example scenarios
Click-through example
A shopper clicks a sponsored product ad for toothpaste on Monday.
They return on Wednesday and buy that same toothpaste within the retailer's attribution window.
That purchase counts as a click-through conversion.
View-through example
A shopper sees a sponsored product ad for toothpaste on Monday but does not click it.
They return on Wednesday and buy that same toothpaste within the retailer's attribution window.
That purchase counts as a view-through conversion.
Related pages
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