When integrating a third-party tracking tool, what specific data points must be synchronized with Yahoo Ad Manager to ensure accurate attribution modeling?

To ensure accurate attribution modeling when integrating a third-party tracking tool with Yahoo Ad Manager, the following specific data points must be synchronized: click identifiers (such as Yahoo's click ID, often referred to as Yclid), conversion data (including conversion type, time, and revenue), and cost data. The click identifier is a unique parameter appended to the ad's URL when a user clicks on it. This ID allows both Yahoo Ad Manager and the third-party tracking tool to accurately associate the click with the subsequent conversion. Conversion data, including the type of conversion (e.g., purchase, lead submission), the timestamp of the conversion, and the revenue generated (if applicable), must be consistently tracked and reported in both systems. Any discrepancies in conversion data will lead to inaccurate attribution. Cost data, reflecting the amount spent on the ad campaign, should also be synchronized. This is essential for calculating return on ad spend (ROAS) and other performance metrics. For example, if your third-party tool attributes a $100 purchase to a specific Yahoo ad click, that information, along with the Yclid and the ad spend associated with that click, needs to be reflected accurately in Yahoo Ad Manager. This synchronization is typically achieved through server-to-server integrations or API connections, ensuring that the data is transferred securely and reliably. Properly syncing these data points allows for a consistent view of campaign performance across both platforms, enabling accurate attribution and informed optimization decisions.