Budget & attribution
Capped vs. uncapped budgets
To drive maximum volume at favorable ROI, many Criteo advertisers set uncapped budgets. This enables the Criteo engine to continually learn about each shopper and which ad placements and creative are more likely to result in conversion.
However, if you have a fixed budget for performance marketing, you can set a monthly or cap using the Manage tab in your Criteo dashboard.
Note that 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 GMT – while your Criteo dashboard shows Pacific Standard Time. You can change your default time zone using the Criteo dashboard.
Attribution is the process of identifying the shopper actions that contribute in some manner to a conversion and assigning a value to each action.
If a sale occurs within 30 days of a shopper clicking on a banner (or within 24 hours of seeing it), our platform will attribute the sale to that click or view. Many third-party analytics platforms default to a different model with different time windows, which may result in slight variances in performance data.
To facilitate attribution, we encourage advertisers to provide us with third-party tracking codes to add to the banner.