It is a method used to attribute certain marketing activities or touchpoints to user behavior or outcomes.
A synthetic event refers to an event that is created or simulated to represent a specific action or interaction that is believed to have taken place but cannot be directly measured or tracked. It is a method used to attribute certain marketing activities or touchpoints to user behavior or outcomes.
When there is no direct data or tracking available to determine whether a user has been exposed to an advertisement or has performed a particular action, synthetic events are generated based on probabilistic modeling. These events are then used to fill in the gaps in the data and provide insights into the influence of marketing efforts on user behavior and outcomes.
By incorporating synthetic events into the attribution process, marketers can gain a more comprehensive understanding of the customer journey, the impact of various marketing channels or campaigns, and make informed decisions based on the attributed results.
✏️ NOTE: Learn more about how Northbeam utilizes Synthetic Click Events to fractionalize credit to Meta Shop orders.