Enhanced Attribution


Describes how to enable Enhanced Attribution in both the Yahoo Native and Yahoo DSP UI’s. Also discusses the server-to-server implementation, and how to track user activity and conversions.


Yahoo Enhanced Attribution works by leveraging a click ID to count post-click conversions, using a privacy-friendly mechanism that doesn’t require or depend on a 3rd-party cookie. These conversions are counted according to the attribution settings you’ve specified in your rule setup and meet all those rule conditions.

Enhanced Attribution uses the click ID as an identifier when browsers block 3rd-party cookies. When you enable enhanced attribution, the Yahoo click ID macro (${CC}) is added to the click-through URL of the advertisement, and is expanded in transit with a unique value for that click.

Upon the conversion event, the vmcid click ID is then passed back to the Yahoo DSP or Yahoo Native ad platform for attribution.

To take advantage of this new feature, you must activate it by clicking an Enable Enhanced Attribution button in the Yahoo DSP UI. Otherwise, no vmcid will be stored to the first-party cookie or local storage and the feature will not function.

In the server-to-server implementation, Enhanced Attribution is enabled for clients who wish to use a post-back mechanism to send Yahoo the conversion data: specifically, the click ID from the landing page when a conversion occurs. For the server-to-server implementation, you will need to authenticate with OAuth 2.0 before any data can be posted to Yahoo servers.


If you have any questions about the server-to-server pixel implementation, reach out to the solutions team at sse@yahooinc.com.

Topics to Navigate

To take advantage of Enhanced Attribution, you may wish to explore these topics:



Enable in DSP & Native UI

Describes how to enable enhanced attribution in the DSP and Native UI’s.

Integrate server to server

Discusses the how to enable enhanced attribution server to server using a post-back mechanism.

Authenticate with OAuth 2.0

Specifies the steps for OAuth 2.0 authentication when implementing the server to server solution.

Track user activity

Explains how to track user actions both online and offline by selecting the types of pixels you wish to turn on and off in the DSP user interface.

Track conversions

Describes the steps you need to follow for conversion tracking.