Conversion modeling, powered by data and machine learning, plays a crucial role in accurately attributing conversions to ad exposures. In this article, we'll explore IQM’s methodology for measuring conversions.

In response to evolving privacy regulations and the increasing limitations on cookie tracking, IQM has developed strategies for both cookieless and cross-device conversion attribution. Presently, IQM utilizes IP addresses as alternative identifiers to attribute conversions accurately in cookieless environments. IQM is actively advancing its capabilities and plans to introduce a cross-device ID graph in the near future. This improvement will significantly boost the precision and dependability of cross-device conversion attribution, enabling marketers to better understand which ad exposure directly led to a conversion.

Please see the below examples to understand how conversions are attributed.

Consider a scenario where a user clicks on a brand's advertisement on their mobile device and later completes the purchase on a desktop computer. The credit for the conversion is applied to the mobile ad they clicked on.

A user is served multiple brand ads across devices. First, they were served an ad on CTV. Then they were exposed on desktop, followed by mobile. Later in the day, the user makes a conversion on the brand’s website. In this case, the credit for the conversion goes to the mobile ad, as it was the last exposure before converting.

Traditionally, this cross-device conversion might be challenging to attribute accurately due to the absence of cookies across devices. However, with IQM's advanced conversion modeling capabilities, it is attributed to the last ad exposure or click-through before conversion, providing marketers with insights into the effectiveness of their cross-channel efforts.