Display (Banner) Ads on our platform follow a View-Through Order Attribution (VTOA) model. This logic ensures that the impact of ad impressions is captured — even when users don’t click.
Attribution Model | View-Through (impression-based) |
Attribution Window | 14 days |
CVR Formula | Orders / Impressions |
Best Practice | Analyze Display performance separately for clarity |
🔍How Attribution Works
Orders are attributed to a Display Ad when a user sees the ad (i.e., the impression is served) and places an order within the 14-day attribution window.
This model allows us to more accurately measure the influence of ad visibility on user behavior, especially for campaigns aimed at awareness and consideration.
📅 Attribution Window
The attribution window is 14 days, meaning:
If a user sees a Display Ad and places an order within the next 14 days, that order will be attributed to the ad.
📈 Performance Metrics Overview
ROAS (Return on Ad Spend)
Because impressions lead to more attributed orders, ROAS often reflects stronger performance for Display campaigns — especially for high-reach creatives.
CVR (Conversion Rate)
CVR is calculated as:
Orders ÷ Impressions
Since this includes all served impressions (not just clicks), CVR for Display Ads is typically lower than for other ad types, but gives a realistic view of conversion efficiency from a reach-based strategy.
🧾 Reporting Considerations
For the most accurate analysis, it’s recommended to review Display Ads separately from other campaign types (e.g., Product Ads), as attribution and performance metrics follow different logic
⚠️ What to Remember
CVR will appear lower for Display campaigns due to impression-based calculation.
ROAS will appear higher as more orders are attributed to ads that were seen, not just clicked.
If sharing performance metrics externally, ensure stakeholders understand this logic to avoid confusion — especially around CVR.