> For the complete documentation index, see [llms.txt](https://help.citrusad.com/retail-media-interface/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://help.citrusad.com/retail-media-interface/advertiser-reporting/understanding-click-and-view-through-attribution.md). # Understanding click and view-through attribution From **mid May 2026**, eligible clients will begin seeing click and view-through attribution in live on-site reporting, starting in the on-site performance dashboard. {% hint style="info" %} ## Are you eligible? Eligible clients are retailers already using view-through attribution in the live system before this change. {% endhint %} 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.
{% hint style="info" %} ## Rollout plan This upgrade rolls out in two phases: * **Conversion tracking upgrade**: between **27–30 April**, environments begin tracking click-through and view-through attribution when both windows are configured. * **UI activation**: from **mid May**, split metrics become visible in the UI for retailers using view-through attribution. {% endhint %} 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](/retail-media-interface/advertiser-reporting/understanding-on-site-standard-and-enhanced-metrics.md). Attribution in the live and Brand HALO systems follows a defined order of operations: ```mermaid flowchart TD A[Purchase Occurs] A --> B{Ad Interaction?} B -->|No| X1[Unattributed] B -->|Yes| C[Remove Already Attributed Activity] %% ========================= %% SAME SKU %% ========================= C --> S1 subgraph L1[Same SKU Attribution] S1{Click Match within SKU Window?} S1 -->|Yes| S2[Same SKU Attribution Click] S1 -->|No| S3{View Match within SKU Window?} S3 -->|Yes| S4[Same SKU Attribution View] S3 -->|No| F1[No SKU Match] end %% ========================= %% BRAND HALO %% ========================= F1 --> B1 subgraph L2[Brand Halo Attribution] B1{Click Match within Brand Window?} B1 -->|Yes| B2[Brand Halo Click] B1 -->|No| B3{View Match within Brand Window?} B3 -->|Yes| B4[Brand Halo View] B3 -->|No| X2[Unattributed] end ``` At a high level, the system: 1. checks for a qualifying prior ad interaction 2. looks for same-SKU attribution first 3. checks click attribution before view attribution 4. 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. ```mermaid flowchart TD A[Date Range
Is the date range spanning before/across/after
when click/view-through was activated?] A -->|Before| B[Shows Aggregated Conversions and Sales Value metrics
No view-through and click-through metrics shown] A -->|Across Before and After| B A -->|After| C[Shows View-Through and Click-Through Conversions
and Sales Value metrics
No aggregated metrics shown] B -->|Across Before and After| D[UI Displays Message
Indicating that aggregated metrics are shown] C -->|After| E[UI Shows Attribution Filter
Allowing selection between click/view/all attribution] ``` ### Frequently asked questions | Question | Answer | | --------------------------------------------------------------------------------------------------- | ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | 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 * [Reporting reference](/retail-media-interface/advertiser-reporting/reporting-reference.md) * [Campaign-level reporting](/retail-media-interface/advertiser-reporting/campaign-level-reporting.md) * [Understanding on-site standard and enhanced metrics](/retail-media-interface/advertiser-reporting/understanding-on-site-standard-and-enhanced-metrics.md) --- # Agent Instructions This documentation is published with GitBook. GitBook is the documentation platform designed so that both humans and AI agents can read, navigate, and reason over technical content effectively. Learn more at gitbook.com. ## Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question. Perform an HTTP GET request on the current page URL with the `ask` query parameter: ``` GET https://help.citrusad.com/retail-media-interface/advertiser-reporting/understanding-click-and-view-through-attribution.md?ask= ``` The question should be specific, self-contained, and written in natural language. The response will contain a direct answer to the question and relevant excerpts and sources from the documentation. Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.