Method and system for online conversion attribution

• US 10,594,767 B1
• Filed: 01/18/2019
• Issued: 03/17/2020
• Est. Priority Date: 01/28/2015
• Status: Active Grant

• Current Assignee: X Corp. (f/k/a Twitter, Inc.) (X Holdings Corp.)
• Original Assignee: X Corp. (f/k/a Twitter, Inc.) (X Holdings Corp.)
• Inventors: Rizvi, Shariq, Ranadive, Ameet, Shrivastava, Abhishek, Zhou, Wenchang, Darrow, Bill, Kancha, Santosh, Lull, Travis, Larson, Tom, Wu, Yimin, Qin, Xiaochuan
• Primary Examiner(s): Keller, Michael A
• Application Number:
  US16/251,853
• Time in Patent Office: 424 Days
• CPC Class Codes: G06F 16/9535 Search customisation based on user profiles and personalisation
• CPC Class Codes: G06Q 30/00 Commerce
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0271 Personalized advertisement
• CPC Class Codes: G06Q 50/01 Social networking
• CPC Class Codes: H04L 67/02 based on web technology, e.g. hypertext transfer protocol [HTTP]
• CPC Class Codes: H04L 69/329 in the application layer [OSI layer 7]

Abstract

A system for online conversion attribution. The system includes a short uniform resource locator (URL) service programmed to, in response to receiving a short URL from a device: provide a cookie that includes a short URL ID to the device, and provide a short URL descriptor including the short URL ID to a user mapping service. The system further includes the user mapping service programmed to receive the short URL descriptor, receive a social media descriptor including a social media ID, map the short URL ID to the social media ID using the short URL descriptor and the social media descriptor, and attribute, using the mapping, a conversion on a website accessed using the device based upon receipt of the short URL ID from the device.

Claims

1. A system for providing a quantifiable measure of the effectiveness of an advertisement displayed in an application for a social media platform executing on a mobile device, the system comprising:

at least one computer processor; and

a memory configured to store instructions that are executable by the at least one computer processor to;

receive a social media descriptor from the mobile device, the social media descriptor including a social media identifier (ID) of a user of the application for the social media platform executing on the mobile device;

receive a short Uniform Resource Locator (URL) descriptor from the mobile device, the short URL descriptor including a short URL ID representing the advertisement displayed in the application for the social media platform executing on the mobile device, wherein the short URL descriptor is generated in response to the user selecting the advertisement in the application for the social media platform executing on the mobile device;

map the short URL ID to the social media ID using the short URL descriptor and the social media descriptor; and

attribute, responsive to receiving the short URL ID from the mobile device and using the mapping, a conversion on a website accessed using the mobile device.

2. The system of claim 1, wherein:

the social media descriptor includes a first IP address of the mobile device, a first operating system indicator of the mobile device, a first short URL to the advertisement, the social media ID of the user, and a first timestamp; and

the short URL descriptor includes a second IP address of the mobile device, a second operating system indicator of the mobile device, a second short URL to the advertisement, the short URL ID, and a second timestamp.

3. The system of claim 2, wherein:

the first timestamp indicates a first time when a request associated with the user selecting the advertisement on the mobile device is received at a social media server associated with the social media platform; and

the second timestamp indicates a second time when the request associated with the user selecting the advertisement on the mobile device is received at a short URL service configured to resolve the short URL to the advertisement.

4. The system of claim 3, wherein the memory stores further instructions to:

extract the first IP address of the mobile device, the first short URL, the first operating system of the mobile device, and the first timestamp from the social media descriptor;

extract the second IP address of the mobile device, the second short URL, the second operating system of the mobile device, and the second timestamp from the short URL descriptor; and

make a comparison of at least one of;

the first IP address from the social medial descriptor and second IP address from the short URL descriptor,

the first operating system indicator from the social media descriptor and the second operating system indicator from the short URL descriptor, and

the first short URL from the social media descriptor and the second short URL from the short URL descriptor.

5. The system of claim 4, wherein the memory stores further instructions to:

determine whether a match exists between the social media descriptor and the short URL descriptor based at least in part on the comparison.

6. The system of claim 5, wherein the memory stores further instructions to:

responsive to determining that the match exists, determine a difference between the first timestamp and the second timestamp; and

determine whether the difference is below a predetermined threshold.

7. The system of claim 6, wherein the memory stores further instructions to:

responsive to determining that the difference is below the predetermined threshold, map the short URL ID to the social media ID.

8. A method for providing a quantifiable measure of the effectiveness of an advertisement displayed in an application for a social media platform executing on a mobile device, the method comprising:

receiving a social media descriptor from the mobile device, the social media descriptor including a social media identifier (ID) of a user of the application for the social media platform executing on the mobile device;

receiving a short Uniform Resource Locator (URL) descriptor from the mobile device, the short URL descriptor including a short URL ID representing the advertisement displayed in the application for the social media platform, wherein the short URL descriptor is generated in response to the user selecting the advertisement in the application for the social media platform executing on the mobile device;

mapping the short URL ID to the social media ID using the short URL descriptor and the social media descriptor; and

attributing, responsive to receiving the short URL ID from the mobile device and using the mapping, a conversion on a website accessed using the mobile device.

9. The method of claim 8, wherein:

the social media descriptor includes a first IP address of the mobile device, a first operating system indicator of the mobile device, a first short URL to the advertisement, the social media ID of the user, and a first timestamp; and

the short URL descriptor includes a second IP address of the mobile device, a second operating system indicator of the mobile device, a second short URL to the advertisement, the short URL ID, and a second timestamp.

10. The method of claim 9, wherein:

the first timestamp indicates a first time when a request associated with the user selecting the advertisement on the mobile device is received at a social media server associated with the social media platform; and

the second timestamp indicates a second time when the request associated with the user selecting the advertisement on the mobile device is received at a short URL service configured to resolve the short URL to the advertisement.

11. The method of claim 10, further comprising:

extracting the first IP address of the mobile device, the first short URL, the first operating system of the mobile device, and the first timestamp from the social media descriptor;

extracting the second IP address of the mobile device, the second short URL, the second operating system of the mobile device, and the second timestamp from the short URL descriptor; and

comparing at least one of;

the first IP address from the social medial descriptor and second IP address from the short URL descriptor,

the first operating system indicator from the social media descriptor and the second operating system indicator from the short URL descriptor, and

the first short URL from the social media descriptor and the second short URL from the short URL descriptor.

12. The method of claim 11, further comprising:

determining whether a match exists between the social media descriptor and the short URL descriptor based at least in part on the comparison.

13. The method of claim 12, further comprising:

responsive to determining that the match exists, determining a difference between the first timestamp and the second timestamp; and

determining whether the difference is below a predetermined threshold.

14. The method of claim 13, further comprising:

responsive to determining that the difference is below the predetermined threshold, mapping the short URL ID to the social media ID.

15. A non-transitory computer readable medium for providing a quantifiable measure of the effectiveness of an advertisement displayed in an application for a social media platform executing on a mobile device encoded with instructions that, when executed, causes a processor to:

receive a social media descriptor from the mobile device, the social media descriptor including a social media identifier (ID) of a user of the application for the social media platform executing on the mobile device;

receive a short Uniform Resource Locator (URL) descriptor from the mobile device, the short URL descriptor including a short URL ID representing the advertisement displayed in the application for the social media platform, wherein the short URL descriptor is generated in response to the user selecting the advertisement in the application for the social media platform executing on the mobile device;

map the short URL ID to the social media ID using the short URL descriptor and the social media descriptor; and

attribute, responsive to receiving the short URL ID from the mobile device and using the mapping, a conversion on a website accessed using the mobile device.

16. The non-transitory computer readable medium of claim 15, wherein:

the social media descriptor includes a first IP address of the mobile device, a first operating system indicator of the mobile device, a first short URL to the advertisement, the social media ID of the user, and a first timestamp; and

the short URL descriptor includes a second IP address of the mobile device, a second operating system indicator of the mobile device, a second short URL to the advertisement, the short URL ID, and a second timestamp.

17. The non-transitory computer readable medium of claim 16, wherein:

the first timestamp indicates a first time when a request associated with the user selecting the advertisement on the mobile device is received at a social media server associated with the social media platform; and

the second timestamp indicates a second time when the request associated with the user selecting the advertisement on the mobile device is received at a short URL service configured to resolve the short URL to the advertisement.

18. The non-transitory computer readable medium of claim 17 encoded with further instructions that, when executed causes the processor to:

extract the first IP address of the m mobile device, the first short URL, the first operating system of the mobile device, and the first timestamp from the social media descriptor;

extract the second IP address of the mobile device, the second short URL, the second operating system of the mobile device, and the second timestamp from the short URL descriptor; and

make a comparison of at least one of;

the first IP address from the social medial descriptor and second IP address from the short URL descriptor,

the first operating system indicator from the social media descriptor and the second operating system indicator from the short URL descriptor, and

the first short URL from the social media descriptor and the second short URL from the short URL descriptor.

19. The non-transitory computer readable medium of claim 18 encoded with further instructions that, when executed causes the processor to:

determine whether a match exists between the social media descriptor and the short URL descriptor based at least in part on the comparison.

20. The non-transitory computer readable medium of claim 19 encoded with further instructions that, when executed causes the processor to:

responsive to determining that the match exists, determine a difference between the first timestamp and the second timestamp;

determine whether the difference is below a predetermined threshold; and

responsive to determining that the difference is below the predetermined threshold, map the short URL ID to the social media ID.