Clicks + Views Attribution Model
1. Overview
Nemu’s Clicks + Views model combines:- Attribution based on clicks tracked by Nemu pixel
- Conversions attributed to views reported by official platform APIs
- TikTok
- Meta
Clicks + Views = performance measured by Nemu (clicks) + impact reported by platforms (views)
2. Why does this model exist?
Nemu already accurately measures the impact of clicks on campaigns.The Views model doesn’t replace this view — it complements it. On social channels, many sales happen after a person:
- Sees an ad
- Doesn’t click at that moment
- Purchases later through another path (direct, organic, other channel)
- Bring this complementary view
- Enrich the reading of social channels
- Bring Nemu’s analysis closer to what managers see within the platforms themselves
3. How the Model Works
Step 1 — Click Attribution (Nemu)
Nemu works normally:- Captures UTMs
- Reconstructs the journey
- Applies the chosen model (e.g., Last Click)
Number of sales attributed by click. Example:
TikTok → 10 sales by click
Step 2 — View Conversions (Platform APIs)
Through official integration, we collect:- Conversions attributed exclusively to views
- Within the attribution window configured in the account
- Had no recorded click
- Were attributed by the platform itself as a result of ad exposure
TikTok API → 5 sales by view
Step 3 — Sum Clicks + Views
The model applies the following logic:- 10 sales by click
- 5 sales by view
4. Journey Examples (To Make It Tangible)
Scenario 1 — Click Only
Journey:- User sees ad on Facebook
- Clicks on ad
- Purchases
- Facebook receives 1 sale by click
- In Clicks + Views model, still 1 sale
Scenario 2 — View Only
Journey:- User sees ad on TikTok
- Doesn’t click
- Days later enters site directly
- Purchases
- In click model: TikTok wouldn’t receive this sale
- In Clicks + Views:
- TikTok receives 1 sale by view (via API)
Scenario 3 — View + Click from Another Channel
Journey:- User sees Facebook ad (view)
- Then clicks on TikTok ad
- Purchases
- TikTok receives the sale (last click)
- TikTok receives 1 sale by click
- Facebook may receive 1 sale by view (if platform registers as attributed view)
- TikTok: 1 (click)
- Facebook: 1 (view)
Scenario 4 — View + Click on Same Channel
Journey:- User sees TikTok ad
- Then clicks on another TikTok ad
- Purchases
- 1 sale by click (Nemu)
- The view may or may not be reported as additional conversion by the platform
- Sum of click volume + reported view volume
- There’s no individual view journey reconstruction, just sum of totals
5. When to Use Clicks + Views
Recommended when:
- Brand invests heavily in social
- There are awareness and consideration campaigns
- Manager also wants to see exposure impact
- There’s relevant difference between sales by click and sales reported by platforms
Less indicated when:
- Analysis needs to consider only click interactions
- Focus is purely traffic-based comparison
6. Impact on Metrics
When activating Clicks + Views:- Increases volume of conversions attributed to social channels
- May improve ROAS
- May alter comparison between channels
Example:
| Channel | Last Click | Clicks + Views |
|---|---|---|
| TikTok | 10 | 15 |
| Meta | 20 | 26 |
| 5 | 8 |
7. Complete Financial Example
Scenario:- Investment in TikTok: $10,000
- Sales by click: 10
- Sales by view: 5
- Average ticket: $3,000
- Revenue by click = $30,000
- Revenue by view = $15,000
- Total revenue = $45,000
- ROAS (clicks) = 3.0
- ROAS (Clicks + Views) = 4.5
Final Summary
The Clicks + Views model:- Maintains Nemu’s click attribution base
- Adds view-through conversions officially reported
- Offers complementary reading of social campaign impact
- Expands strategic view without replacing other models