KMN Attribution

Last updated: June 30, 2026

Attribution Windows and Models

The default attribution window across all Kohl’s Media Network (KMN) ad types is 30 days, except where otherwise noted. Depending on the ad type, attribution may be based on either Last-Click (Same SKU) or Brand models.

Ad Type	Attribution Model	Lookback Window
Product Listing Ads (PLA)	Same SKU (Last-Click) and Brand (Last-Click)	30 Days
Banner Ads	Brand	30 Days
Sponsored Brand Ads	Brand	30 Days
Homepage Reservations	Brand	14 Days (Post Delivery)

The KMN Attribution report helps you understand how ad activity contributes to revenue and return on ad spend. This includes metrics such as SKU revenue, Brand revenue, SKU ROAS, and Brand ROAS.

Glossary

Metric	Description
SKU revenue	Revenue attributed to the specific advertised SKU or product.
Brand revenue	Revenue attributed to the advertiser or brand beyond the exact advertised SKU
SKU ROAS	SKU revenue divided by ad spend.
Brand ROAS	Brand revenue divided by ad spend.
Lookback window	Kohl’s largely uses a 30-day lookback window to attribute eligible activity (select placements use 14 days).
Last touch	Credit is given to the most recent eligible shopper interaction. When both a click and an impression are available, the click is typically given priority.

Attribution Models Explained

Last-Click Attribution (Same SKU)

Definition: Credits the last ad clicked before a purchase of the same SKU.

Brand Attribution

Definition: Credits a conversion when a shopper is exposed to an ad for a brand and later purchases any product from that brand within the attribution window.

Note: “Brand” attribution was previously referred to as “Halo (Same Brand)” attribution.