What are the key inputs for conversion attribution after third-party cookie deprecation?

Analysis of Correct Answer(s)

In a privacy-focused future without third-party cookies, Campaign Manager 360's attribution will depend on new, privacy-safe signals. The correct inputs represent this shift:

• AI (Artificial Intelligence): Google's AI is essential for conversion modeling. It uses machine learning to analyze aggregated and anonymized data to fill in measurement gaps for unobserved conversions, providing a comprehensive view of performance while respecting user privacy.
• Contextual signals: Without individual user identifiers, attribution relies more on non-personalized data about the ad's environment. This includes the content of the page, device type, geography, and time of day, which help infer relevance and performance.
• Privacy safe integrations: These are purpose-built technologies that enable measurement without cross-site tracking. Key examples include APIs from the Privacy Sandbox (like the Attribution Reporting API) and Enhanced Conversions, which securely use consented, first-party advertiser data to improve attribution accuracy.

Analysis of Incorrect Options

• The options including IP address are incorrect. The IP address is increasingly considered a personal identifier, and its use for tracking is being restricted by privacy regulations and browser initiatives (e.g., IP Protection). It is not a durable or privacy-centric signal for future attribution systems. The industry is moving away from relying on signals like IP addresses for cross-site measurement.