Attribution
Part of Gaming campaign operations
Building a gaming advertising campaign review
Build a final gaming campaign review that reconciles booked and delivered placements, shows evidence gaps and supports the next decision.
Build the final review around what was approved, what ran and what decision the evidence supports. Reconcile delivery before interpreting outcomes, and keep unidentified games, unclassified geography and missing measurement visible.
Assemble the evidence
Start with the final approved booking, placement list, creative versions and change log. Add the seller’s delivery report, its definitions and export time, any corrected reports and outcome data relevant to the original brief. Record the reporting time zone and the Australian eligibility rule used in planning and reporting.
Separate materially different formats or placements where the data permits. A package with a game-world surface, an interstitial and a rewarded unit should not merge their distinct delivery and interaction events into one unexplained rate. For each placement, record the impression status categories the seller reports and how each is counted; keep unknown or unclassified records visible.
Review question / Evidence to show
- Did approved inventory run?
- Booked and delivered game, placement, device and creative
- Was the commitment met?
- Counting rule, eligible delivery and remedy lines
- What could be checked?
- Identified and unidentified inventory; measurement coverage
- Did the intended result appear?
- Preselected outcome, method and observation period
- What happens next?
- Decision, owner and material limit
Reconcile delivery
Compare booked and delivered dates, formats and quantities under the agreement’s counting rule. Show late corrections and makegood delivery separately from original delivery. If a named placement was replaced, show both rows even when the package total met its numerical goal.
Check report maturity before treating a total as final. Ask the seller when its figures are suitable for the decision and retain the export date.
Show unidentified apps and unknown geography explicitly. Complete package impressions do not resolve a named-game or Australia-only question when the necessary breakdown is missing. State which parts of delivery could be checked.
Approved vs Delivered Campaign Elements
- Booked Game
- Fortnite (Battle Royale)
- Delivered Game
- Fortnite (Creative Mode)
- Booked Creative Version
- Version A (Australia-only, GST-inclusive)
- Delivered Creative Version
- Version B (Global, no GST flag)
Judge the outcome and next action
Match the outcome to the original brief. For recognition, describe delivered exposure and any separately designed brand study with its sample and coverage limits.
For an action goal, state the useful event, counting unit and attribution rule. A rewarded completion reflects progress through an incentive flow, not a purchase. An attributed customer event does not by itself prove an additional event caused by the ads.
Recommend continuing, changing a specified placement or creative, repeating with better evidence, or stopping. Name the observation behind the recommendation and the limit that might change it. Avoid calling one game or format a winner when audience, inventory or measurement differed materially.
Keep the reports and approval versions with the summary so another buyer can reconstruct the booked scope, delivered scope, changes and reason for the next action.
Campaign Review Workflow
- Reconcile booked vs delivered inventoryCompare dates, formats, quantities under counting rule; flag corrections
- Validate measurement coverageIdentify missing breakdowns (e.g., unclassified geography, unidentified apps)
- Match outcome to original briefAssess exposure for recognition; evaluate attributed events for action goals
- Recommend next actionContinue, adjust creative/placement, repeat with better evidence, or stop
- Preserve all supporting documentsRetain approval versions, reports, change logs for auditability
