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Microsoft Invest - Household Attribution

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Household Attribution is a feature that enables Microsoft to match ads served on any device to conversions occurring on any device connected to the same network using the IP address.

Note

This feature is available across all ad formats, except DOOH.

With Household Attribution:

  • You can improve the measurement of your campaigns and the effectiveness by increasing optimization signals.
  • You can capture more conversions that are influenced by your ads, especially for high-consideration products or services that require further research or comparison.
  • You can gain more insights into the cross-device behaviour of your target audience and how they interact with your ads across different screens.

Household Attribution process

Microsoft uses the following process to attribute conversions once the Household Attribution for a line item is enabled:

Note

Microsoft prioritizes cross-device attribution over IP Attribution and avoids double counting any conversions. If a conversion is attributed to an ad using both cross-device attribution and IP Attribution, Microsoft counts it only as a cross-device conversion.

  • When an ad is served on a device, Microsoft will initially record the IP address of the device and the impression ID.
  • When a user visits a website or application and triggers an event through the conversion pixel, Microsoft will then record the IP address of the device and the conversion ID.
  • Thereafter, Microsoft will look for a match between:
    • The IP address and the impression ID of the ad
    • The IP address and the conversion ID of the conversion event
    • If a match is found, Microsoft will attribute the conversion to the ad using the Household Attribution.
  • Microsoft leverages a verification partner to remove any known commercial and cellular IP addresses, limiting Household Attribution to residential IPs alone.