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Attribution Overlap

Attribution overlap occurs when multiple advertising platforms claim credit for the same conversion.
Conversions Table

OneView shows the final result, with the complete conversion audit

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Overlap by the Numbers

MetricIndustry AverageImpact
Total Attribution150-300%Platforms report 2-3x your actual conversions
Platforms per Conversion2-4Each sale claimed by multiple channels
Triple+ Claims15-20%Conversions claimed by 3 or more platforms
Example: You made 1,000 sales last month. Meta reports 800 conversions, Google reports 700, TikTok reports 400. Total reported: 1,900 conversions (190% attribution).

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Deduplication Logic

OneView applies your chosen attribution model consistently across all platforms before sending conversions.

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The Deduplication Process

// Input: Multiple platforms claiming credit
touchpoints = [
  { platform: "meta", timestamp: "2024-01-01T10:00:00Z" },
  { platform: "google", timestamp: "2024-01-02T14:00:00Z" },
  { platform: "tiktok", timestamp: "2024-01-03T09:00:00Z" }
]

// Apply attribution model
winner = applyAttribution(touchpoints, model="last_touch")
// Result: tiktok

// Send conversion only to winner
sendConversion("tiktok", conversion_data)
// Meta and Google receive nothing

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Idempotency and Deduplication

OneView prevents duplicate events using idempotency keys: 
{
  idempotency_key: "SHA256(user_id + order_id + timestamp)",
  window: "14_months"  // Duplicates blocked for 14 months
}

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Attribution Models

Conversions Settings

Customize the Attribution model on a per-event basis

  • First-Touch
  • Last-Touch
  • Multi-Touch
Credits the first marketing interaction.When to use:
  • Long B2B sales cycles
  • Brand awareness focus
  • Top-of-funnel optimization