What is a conversion confidence score?

The two primary ways for tracking users on the internet through a web browser is by an IP address or cookie. While cookies are the most accurate way to implement attribution, they suffer from technical limitations outside of most tooling control (e.g., Apple takes a firm stand on user privacy and makes it harder for companies like Mantis to track).

In addition, every company has its own methodologies and strategies for implementing cross-channel attribution, so we want to ensure you understand what criteria we use when giving a transaction a particular score and what timelines (or "look-back window") we use in each scenario.

An example of an Advertiser's Conversions tab:

Levels of confidence

For simplicity, Mantis places transactions in three confidence score buckets:

High Confidence

When determining the ROI of your ad spend on the Mantis ad network, any transactions marked as high confidence can safely be included in any calculations you do.

  • We were able to track the user using a browser cookie and confirmed that they clicked on an advertisement prior to the conversion (not bound by time).
  • We were able to track the user using a browser cookie and confirmed that they viewed an advertisement within 30 days of the conversion.
  • A user with the same IP address and device (determined by user agent) clicked on an advertisement within 7 days of the conversion.

Medium Confidence

Any transactions marked as medium confidence should be considered in addition to high confidence transactions. If the combination of both high and medium transactions together do not get you closer to your campaign goals, you may need to reconsider how your campaign is targeted and optimize further.

  • We were able to track the user using a browser cookie and confirmed that they viewed an advertisement within 60 days of the conversion.
  • A user with the same IP address and device clicked an advertisement within 30 days of the conversion.
  • A user with the same IP address and device viewed an advertisement within 7 days of the conversion.
  • A user with the same IP address either clicked or viewed an advertisement within 7 days of the conversion, however, it was done on a bigger device (e.g., A user saw an ad on mobile and then purchased on a tablet, or vice versa).
  • A user with the same IP address clicked or viewed an advertisement within 7 days of the conversion, however it was done on an upgraded operating system (i.e., it is common for users to upgrade between visits).

Low Confidence

Transactions that are marked as low confidence are likely the result of another marketing channel outside the Mantis ad network [or] due to multiple users sharing the same IP address (e.g., browsing the web on a cellular data plan).

  • We were able to track the user using a browser cookie but they completed the conversion more than 60 days after clicking or viewing an ad.
  • A user with the same IP address and device clicked an advertisement but completed the conversion more than 30 days later.
  • A user with the same IP address and device viewed an advertisement but completed the conversion more than 60 days later.
  • A user with the same IP address clicked or viewed an advertisement within 30 days of the conversion however it was done on a bigger device (e.g., saw ad on mobile then purchased on a tablet or vice versa).
  • A user with the same IP address clicked or viewed an advertisement within 30 days of the conversion, however it was done on an upgraded operating system (i.e., it's common for users to upgrade between visits).
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