Overview

A sales attribution window is the timeframe during which a sale can be credited to an ad exposure (an impression or a click). When a shopper sees or clicks an ad, the attribution window for that interaction begins. The system can link any purchase made within the selected window, for example, 1, 7, 14, or 30 days, back to that interaction.

Selecting the appropriate window is essential to accurately measure campaign impact:

• Short windows (1 or 7 days) highlight immediate effects.
• Longer windows (14 or 30 days) reflect longer consideration cycles.

The length of the window affects reported performance and return on ad spend (ROAS).

The following overview illustrates how the attribution system analyzes shopper interactions and determines which touchpoint is ultimately credited for a sale.

User journeys and touchpoints

For all elements in this section, the starting point is always a sale or a user.

This document defines user journeys, exposure events, and sales events as follows:

• User journey: the total set of exposure and sales events associated with a specific user ID.
• Exposure event: an impression or click linked to a campaign and a specific user journey.
• Sales event (BUY): a purchase made within a user journey for a specific product.

Within a single user journey, a user might generate a series of both exposure events and sales events.

The following image presents the user journey example:

Each sales event is assigned a set of preceding exposure events, which constitute its touchpoints. A touchpoint is a combination of an exposure event, a sales event, and a halo that satisfies the following constraints:

• The events share the same user ID.
• The exposure occurs before the sale, within a maximum window of 30 days.
• The sold product shares a halo with one of the products in the campaign.

The final step for each sale is to determine the attribution by identifying the chosen touchpoint that the system officially links to the sale.

In this user journey design, the following rules apply:

• One sale always has exactly one chosen touchpoint.
• The system can elect a single touchpoint for multiple sales, if it wins the election for each sale.

Halos

Product halos are central to the Kamino attribution engine. Halos let you control how broadly you connect sales back to your campaigns.

A halo is a set of concentric circles grouping products by shared attributes, from the most granular to the broadest scope. During campaign setup, you can choose from three halo levels. Each level expands the scope of attributed sales:

• Level 1 - Same ID: includes only the exact products featured in the campaign.
• Level 2 - Parent ID: includes all products under the same parent ID (for example, the same T-shirt in multiple sizes or colors).
• Level 3 - Brand/Category: includes all products from the same brand, with additional refinement by category (Level 3 Category, Level 2 Category, and Level 1 Category).

For a seller campaign, the engine applies an extra filter so that it includes only products sold by that specific seller.

For any given sale, the Kamino engine lists all relevant halo touchpoints based on campaign information. Each touchpoint is enriched with its associated halos, frozen at the time of the event, ensuring stable and comparable analyses over time.

Campaign settings

When you create a campaign, use the Attribution section to define how sales tie back to your media investments.

Attribution window

Set the attribution windows for each type of interaction:

• Post-impression attribution: select 1, 7, 14, or 30 days.
• Post-click attribution: select 1, 7, 14, or 30 days.

The engine counts all interactions with a format as clicks.

To deactivate post-impression or post-click attribution so it doesn't appear in your reporting, clear the Enable checkbox.

Product halo

Select the product halo level that matches your business objective. In the Halo type list, select one of the following options:

• Same product
• Parent ID
• Brand/Category

Product list

In the Products section, list all products included in the campaign for which you want to track and report sales.

You can modify these parameters throughout the lifecycle of the campaign. However, the system recalculates attribution once per night, so changes don't reflect in real time.

Touchpoint election

The touchpoint election process is the core mechanism of the Kamino attribution engine. It determines which ad contact is officially credited for each sale.

This election follows a strict set of priority rules:

1. Product halo priority: Level 1 outranks Level 2, which outranks Level 3. The more granular the halo, the higher its priority.
2. Window priority: the engine evaluates attribution windows from the shortest to the longest (1 day, then 7 days, then 14 days, and then 30 days).
3. Event priority: at equal halo and window levels, a click always outranks an impression.
4. Last-touch: if multiple touchpoints are still in competition after applying the three rules above, the engine applies a last-touch logic where the most recent event wins.

Product halo priority

The Kamino engine always prioritizes the narrowest halo. The engine can elect a touchpoint with a Same ID even if it sits in a longer window versus a broader halo in a shorter window.

Window priority

The engine first looks for a touchpoint with the highest product priority (Level 1) within the shortest window. If it doesn't find one, it moves to the next window. It continues this process until it finds a touchpoint that matches the rules.

Event priority

For touchpoints with the same product priority in the same window, the engine prefers click events over impression events.

In Case 2, the engine doesn't elect the click because it falls into a longer window than the impression.

In Case 3, Campaign C wins the attribution because it combines the most granular halo (Same ID) and a click within the shortest window.

Sales attribution versus campaign attribution

To avoid confusion within the attribution process, you must clearly distinguish between sales attribution versus campaign-level attribution.

The system defines these concepts as follows:

• Sales attribution: the process of choosing an elected touchpoint based on current election rules. Sales attribution always starts from a product to select a touchpoint. In other words, sales attribution identifies the touchpoint that triggered the sale.
• Campaign attribution: the settings used to select which level of touchpoints are considered relevant for a specific campaign. In other words, campaign attribution filters attributed sales based on campaign-specific parameters.

In the following example, the system tracks all campaign touchpoints that were elected as the attribution source for sales during the campaign (that is, attributed sales). Consequently, all these sales are attributable to the campaign according to this attribution system.

By adjusting the campaign's attribution settings, you can filter which sales you want to account for:

• Post-view settings: activation and adjustment of the attribution window.
• Post-click settings: activation and adjustment of the attribution window.
• Halo type: adjustment of the halo granularity level.