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Microsoft Monetize - Setting up Household Attribution

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When you enable the household conversion feature, IP conversions are included in the CPA calculation alongside traditional post-click and post-view conversions. Without this feature, the CPA calculation and optimization depend solely on post-click and post-view conversions. IP conversions directly impact CPA optimization performance, and enabling this feature significantly increases the number of recorded conversions, either following an impression or a click.

You can enable or disable Household Attribution for a Line item. To use Household Attribution, you need to meet the following requirements:

Household Attribution pre-requisites

Name Description
Pixels Create and use a Conversion Pixel or a Universal Pixel, to track conversions on your website or application.
Cookieless targeting Toggle Cookieless Targeting to “on”, in the Line-item settings, to allow Microsoft to use IP addresses as an alternative identifier, enabling attribution in cookieless environments.

  1. Step 1. Navigate to the Create New Line item Screen
    You can create a new Line item from the Create New Line item screen and fill out the basic set up details. For more information, see Create a New Line item

  2. Step 2. Set Up Line item Optimization
    In the Optimization section, you can enable or disable Microsoft Advertising optimization for a Line item. To enable Household attribution on the Line item:

    • Add conversion tracking.
      • Click Edit to associate conversion tracking or universal pixel to this Line item which was previously created in the pre-requisite step above. These pixels can be used to track the Line item’s performance.
    • Enable IP Attribution 
      • If you select a conversion pixel, an Enable IP Attribution toggle is displayed. Toggle the Enable IP Attribution to "on", in the Line-item settings, to incrementally attribute conversions by matching IP addresses to ads served on devices.
        When enabled, if the IP address sees an impression, and the same IP address sees a conversion pixel, a conversion is activated.

Note

  • Household Attribution works best when the IP address remains consistent, is unique to a single household, and isn't masked by a VPN or a proxy.
  • Household Attribution currently uses only IPv4 IP addresses for attribution.