Overview

VT attribution reports the influence of ad impressions on downstream purchases. Where click-through (CT) attribution credits a conversion to an ad the shopper clicked, VT attribution credits a conversion to an ad the shopper saw (an impression) within the attribution window. VT is provided as an additional, reporting-only set of metrics alongside your existing CT exports.

How VT relates to CT

CT remains the core metric. VT does not replace CT. VT exports are provided as sister reports to the CT exports, based on a different attribution logic.
VT is currently only available via data export. VT exports are available only through bulk data export. If you would like to access your VT metrics, contact your Moloco representative.
Separate pipelines. CT and VT are attributed in independent pipelines. A single purchase may be attributed once in the CT pipeline and once in the VT pipeline, so VT and CT figures should not be added together.
Same attribution window. VT uses the same platform-level attribution window that you would configure upon onboarding. No separate window configuration is required.
Deduplication. Within the VT pipeline, a conversion is attributed at most once, using a last-touch model on the same ad.
View deduplication. When multiple impressions are simultaneously incurred for the same ad, they are deduplicated so that only one of these simultaneous impressions are considered for attribution.

Availability, format, and mutability

VT exports follow the same policies as the existing CT ad performance exports:

Availability. VT results are available by default, but access to the data requires enabling the VT data export specifically.. Historical data before the establishment of the VT attribution support is not backfilled.
Mutability. Any partition still within its attribution window is re-uploaded daily as attribution matures. Deduplicate on download rather than appending new files to old data.
Format. VT exports are delivered in the same file format as the corresponding CT ad performance exports. Any field that would return the exact same result under CT and VT (such as impression) are omitted in the VT exports as they can already be found in the CT exports.

Export locations

VT exports are delivered under a dedicated influence/vt path, separate from the core report path used for CT metrics.

Ad type breakdown:

gs://mcm-export-{platform-name}/v3/influence/vt/ad_type/{ad_format}/YYYY-MM-DD/data-*

Targeting option breakdown:

gs://mcm-export-{platform-name}/v3/influence/vt/{targeting_option}/YYYY-MM-DD/data-*

Where:

{ad_format} is one of sponsored_product, sponsored_brand, sponsored_display, or reserved_display.
{targeting_option} is one of placement, audience, or keyword.

The seven VT exports

VT-attributed purchase and revenue are available across four ad types and three targeting options.

№	Breakdown	Export	Path segment
1	Ad type	Sponsored Products (VT)	`v3/influence/vt/ad_type/sponsored_product/`
2	Ad type	Sponsored Brands (VT)	`v3/influence/vt/ad_type/sponsored_brand/`
3	Ad type	Sponsored Display (VT)	`v3/influence/vt/ad_type/sponsored_display/`
4	Ad type	Reserved Display (VT)	`v3/influence/vt/ad_type/reserved_display/`
5	Targeting option	Placement (VT)	`v3/influence/vt/placement/`
6	Targeting option	Audience (VT)	`v3/influence/vt/audience/`
7	Targeting option	Keyword (VT)	`v3/influence/vt/keyword/`

Schema: Sponsored Products (VT)

VT exports include the fields needed to identify the campaign and breakdown dimension, plus the VT-attributed metrics. Monetary values (revenues, indirect_revenues) are reported as integers in micro units. The direct-attribution fields (purchases, revenues) are included for consistency with CT and may be empty in the initial rollout.

Field Name	Type	Mode	Description
date	DATE	NULLABLE	Date of the reported data
platform_id	STRING	NULLABLE	Unique platform ID
currency	STRING	NULLABLE	Currency of the reported monetary values (multi-currency platforms)
ad_account_id	STRING	NULLABLE	Unique ID of the ad account that owns the campaign
campaign_id	STRING	NULLABLE	Unique campaign ID
catalog_item_id	STRING	NULLABLE	Unique item / product ID from the catalog
inventory_id	STRING	NULLABLE	Unique inventory ID
purchases	INTEGER	NULLABLE	Number of VT-attributed direct purchases
revenues	INTEGER	NULLABLE	VT-attributed revenue from direct purchases, in micro units
indirect_purchases	INTEGER	NULLABLE	Number of VT-attributed indirect purchases
indirect_revenues	INTEGER	NULLABLE	VT-attributed indirect revenue, in micro units

Schema: Sponsored Brands (VT)

Field Name	Type	Mode	Description
date	DATE	NULLABLE	Date of the reported data
platform_id	STRING	NULLABLE	Unique platform ID
currency	STRING	NULLABLE	Currency of the reported monetary values (multi-currency platforms)
ad_account_id	STRING	NULLABLE	Unique ID of the ad account that owns the campaign
campaign_id	STRING	NULLABLE	Unique campaign ID
asset_id	STRING	NULLABLE	Unique creative ID
catalog_item_id	STRING	NULLABLE	Unique item / product ID from the catalog
inventory_id	STRING	NULLABLE	Unique inventory ID
purchases	INTEGER	NULLABLE	Number of VT-attributed direct purchases
revenues	INTEGER	NULLABLE	VT-attributed revenue from direct purchases, in micro units
indirect_purchases	INTEGER	NULLABLE	Number of VT-attributed indirect purchases
indirect_revenues	INTEGER	NULLABLE	VT-attributed indirect revenue, in micro units

Schema: Sponsored Display (VT)

Field Name	Type	Mode	Description
date	DATE	NULLABLE	Date of the reported data
platform_id	STRING	NULLABLE	Unique platform ID
currency	STRING	NULLABLE	Currency of the reported monetary values (multi-currency platforms)
ad_account_id	STRING	NULLABLE	Unique ID of the ad account that owns the campaign
campaign_id	STRING	NULLABLE	Unique campaign ID
asset_id	STRING	NULLABLE	Unique creative ID
inventory_id	STRING	NULLABLE	Unique inventory ID
purchases	INTEGER	NULLABLE	Number of VT-attributed direct purchases
revenues	INTEGER	NULLABLE	VT-attributed revenue from direct purchases, in micro units
indirect_purchases	INTEGER	NULLABLE	Number of VT-attributed indirect purchases
indirect_revenues	INTEGER	NULLABLE	VT-attributed indirect revenue, in micro units

Schema: Placement Targeting (VT)

Field Name	Type	Mode	Description
date	DATE	NULLABLE	Date of the reported data
platform_id	STRING	NULLABLE	Unique platform ID
ad_account_id	STRING	NULLABLE	Unique ID of the ad account that owns the campaign
campaign_id	STRING	NULLABLE	Unique campaign ID
currency	STRING	NULLABLE	Currency of the reported monetary values (multi-currency platforms)
placement_type	STRING	NULLABLE	Placement type
purchases	INTEGER	NULLABLE	Number of VT-attributed direct purchases
revenues	INTEGER	NULLABLE	VT-attributed revenue from direct purchases, in micro units
indirect_purchases	INTEGER	NULLABLE	Number of VT-attributed indirect purchases
indirect_revenues	INTEGER	NULLABLE	VT-attributed indirect revenue, in micro units

Schema: Audience Targeting (VT)

Field Name	Type	Mode	Description
date	DATE	NULLABLE	Date of the reported data
platform_id	STRING	NULLABLE	Unique platform ID
ad_account_id	STRING	NULLABLE	Unique ID of the ad account that owns the campaign
campaign_id	STRING	NULLABLE	Unique campaign ID
currency	STRING	NULLABLE	Currency of the reported monetary values (multi-currency platforms)
audience_label	STRING	NULLABLE	Audience label targeted by the campaign
purchases	INTEGER	NULLABLE	Number of VT-attributed direct purchases
revenues	INTEGER	NULLABLE	VT-attributed revenue from direct purchases, in micro units
indirect_purchases	INTEGER	NULLABLE	Number of VT-attributed indirect purchases
indirect_revenues	INTEGER	NULLABLE	VT-attributed indirect revenue, in micro units

Schema: Keyword Targeting (VT)

The keyword VT export does not repeat total_search_term_count, because that value is unique per (date, ad_account_id, campaign_id, keyword, keyword_match_type) and is already provided in the CT keyword export.

Field Name	Type	Mode	Description
date	DATE	NULLABLE	Date of the reported data
platform_id	STRING	NULLABLE	Unique platform ID
ad_account_id	STRING	NULLABLE	Unique ID of the ad account that owns the campaign
campaign_id	STRING	NULLABLE	Unique campaign ID
currency	STRING	NULLABLE	Currency of the reported monetary values (multi-currency platforms)
keyword	STRING	NULLABLE	Keyword targeted by the campaign
keyword_match_type	STRING	NULLABLE	Keyword match type
purchases	INTEGER	NULLABLE	Number of VT-attributed direct purchases
revenues	INTEGER	NULLABLE	VT-attributed revenue from direct purchases, in micro units
indirect_purchases	INTEGER	NULLABLE	Number of VT-attributed indirect purchases
indirect_revenues	INTEGER	NULLABLE	VT-attributed indirect revenue, in micro units

Schema: Reserved Display (VT)

Reserved Display is reported at the line item level. Because Reserved Display ads are not tied to a specific item, Reserved Display attribution is indirect. The direct-attribution fields (purchases, revenues) are included for consistency with the other exports and may be empty.

Field Name	Type	Mode	Description
date	DATE	NULLABLE	Date of the reported data
timezone	STRING	NULLABLE	Timezone used for the report
platform_id	STRING	NULLABLE	Unique platform ID
currency	STRING	NULLABLE	Currency of the reported monetary values (multi-currency platforms)
order_id	STRING	NULLABLE	Unique order ID
line_item_id	STRING	NULLABLE	Unique line item ID
impressions	INTEGER	NULLABLE	Number of impressions
clicks	INTEGER	NULLABLE	Number of clicks
reach	INTEGER	NULLABLE	Number of unique users reached
purchases	INTEGER	NULLABLE	Number of VT-attributed direct purchases
revenues	INTEGER	NULLABLE	VT-attributed revenue from direct purchases, in micro units
indirect_purchases	INTEGER	NULLABLE	Number of VT-attributed indirect purchases
indirect_revenues	INTEGER	NULLABLE	VT-attributed indirect revenue, in micro units

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Notes

VT figures reflect influence and should not be summed with CT figures for the same campaigns.

The indirect-attribution fields keep the indirect_ prefix (rather than a vt_-specific name). Because VT and CT are delivered as separate files under separate paths, you are responsible for joining them on the shared identifying fields.

Monetary values (revenues, indirect_revenues, money_spent) are reported as integers in micro units. Divide by 1,000,000 to convert to the currency's major unit.

When loading exported files into BigQuery, use SELECT * to preserve schema flexibility and avoid type-related issues.

To enable VT attribution exports, contact your Moloco representative.