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Get help with integration and live campaigns

Welcome to our Support Center. Get help with integration and live campaigns

Budget & Attribution


To help you maximize your campaign’s performance and revenue, here’s what you need to know about capped vs non-capped budgets – and how we can monitor attribution.


To drive maximum volume at favorable ROI, many Criteo advertisers set uncapped budgets. This enables the Criteo engine to continually learn about each individual user – and which ad placement and content are more likely to make them convert.

If you have a fixed budget for performance marketing, you can set a monthly or cap using the manage tab on the top of your Criteo dashboard.

Please remember – the Criteo engine will not pace your budget. So, if it runs out and you have not set it to renew automatically, your campaign will pause – which could mean you miss out on sales. The best way to manage your budget is to pace your CPC.

You may notice that your Criteo invoicing is set to Greenwich Mean Time – while your Criteo dashboard shows Pacific Standard Time. You can change your default time zone within the Criteo dashboard.


Attribution is the process of identifying a set of user actions ("events" or "touch-points") that contribute in some manner to a desired outcome, and then assigning a value to each of these events.

To enable us to monitor attribution, we encourage advertisers to provide us with third party tracking codes to add to the banner.

The Criteo platform uses an attribution model of 30 days for post-click sales and 24 hours for post-view sales. This means that if a sale occurs within 30 days of a user clicking on a banner (or within 24 hours of seeing it), our platform will count it. Many third-party analytics platforms default to a different model, which may result in slight variances in performance data.

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