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Modelled conversions

There are observed and modelled conversions in the system.

Conversion modelling is built on identifying the volume of clicks which the observed conversions could not have been calculated for, and processing conversions with information about non-consent (using identifiers other than cookies). In other words, conversions counted by the current method do not include conversions of users of browsers blocking cookies, neither do they include the volume of conversions with information about the user’s refusal to save cookies.

Since April 19, 2022, modelled conversions have been part of conversions in all reports – in the interface, statistical reports, and statistics downloaded via the API. Values measured in both ways are merged (similarly to, for example, cross-device conversions). Modelled conversions also include conversion values.

Observed and modelled conversions are merged (similarly to, for example, cross-device conversions).

In addition to Safari, modelling is applied to the relevant part of traffic for Firefox and other browsers on iOS (ITP), and takes into account the volume of conversions that were sent with information about the user’s disapproval of saving cookies (consent parameter with a value of 0).

Conversions in Sklik (interface, statistical reports and API) are the sum of observed and modelled conversions:

  • At the account level
  • At the campaign level
  • At the ad group level
  • At the device level
  • In total rows at the ad and targeting level

Individual ad and targeting statistics do not include modelled conversions because the model does not have enough input data for this level. This also applies to statistics of product groups, templates, sitelinks, labels, or search queries. Therefore, the sum of conversions for these entities may not match the number of conversions in the total row (which includes modelled conversions).

If you use data for individual targeting or ads (typically API) in a report, we recommend switching to ad group or campaign level statistics so that the data corresponds to the data from other advertising platforms that also use conversion modelling.

What is the share of modelled conversions?

  • To be able to calculate modelled conversions, the ad groups must generate a sufficient volume of conversions, as well as clicks (always at least several per day). Otherwise, there will be little to no increase. Therefore, the growth in the accounts of smaller advertisers is usually lower or non-existent.
  • Advertisers with an above-average share of Safari or iOS traffic tend to have a slightly higher percentage of modelled conversions.
  • Advertisers with a conversion ratio in the range of tens of % (e.g. those who do not only measure e-shop orders) can observe an increase of up to tens of % due to modelled conversions.

You can achieve a more accurate number of conversions thanks to modelling using the consent parameter in the conversion code. The system can process and count some conversions even without saving and reading cookies on the user’s device.