KMN Attribution

Last updated: October 20, 2025

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)

Attribution Models Explained

Last-Click Attribution (Same SKU)

Definition: Credits the last ad clicked before a purchase of the same SKU.
When Used: Primarily for PLA, which are designed to drive direct, product-level conversions.

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.
When Used: For awareness-focused formats such as banners, homepage reservations, and sponsored brand ads. Also applied to PLA effective October 20 to capture brand-level impact.

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

Metrics Defined (For Alignment)

Metric	Ad Type	Definition
Conversion Rate	Sponsored Products	Clicked Conversions / Clicks
	Banners	Viewed Conversions / Impressions
	Sponsored Brands	Viewed Conversions / Impressions
	Reservations	Viewed Conversions / Impressions
Return On Ad Spend (ROAS)	Sponsored Products	SKU Revenue / Cost and Brand Revenue / Cost
	Banners	Brand Revenue / Cost
	Sponsored Brands	Brand Revenue / Cost
	Reservations	Brand Revenue / Cost
Click-Through Rate (CTR)	All Experiences	Clicks / Impressions

Update Effective October 20: Sponsored Product Ads Attribution

As of October 20, Kohl’s Media Network made enhancements to Sponsored Product Ads reporting to provide more comprehensive performance insights.

What’s Changed

Additional ROAS Data: In addition to Same SKU ROAS, reporting now includes Brand ROAS in a separate column.
Backfilled Data: For Q3 media running through Koddi, performance data has been restated to include these updates.
Ongoing Reporting: Both Same SKU and Brand ROAS metrics will now be available in the platform moving forward.

This update ensures greater transparency into both direct product performance and broader brand impact, giving advertisers a clearer view of campaign return on ad spend.

FAQ

Q: What exactly changed with Sponsored Product Ads attribution?
A: We moved from attributing only sales to the same product/SKU that was clicked (Same-SKU attribution) to also attributing sales to any product from the same brand (Brand attribution).

Q: Why was this change made?
A: To provide more comprehensive performance insights for your PLA campaigns, capturing both product-level and brand-level impact.

Q: Which metrics are impacted?
A: ROAS, Revenue, Transactions, and Units for Sponsored Product Ads may look different after October 20 due to the inclusion of Brand-level attribution.

Q: Was historical data updated?
A: Yes. Data has been restated back to August 3 to ensure consistency in performance reporting.

Q: Did this affect other ad types?
A: No. Display Banners and Sponsored Brand Ads attribution remain unchanged.

Q: Did the attribution window change?
A: No. The attribution window remains 30 days.

Summary of Key Terms

Same SKU Attribution: Credits conversions to the specific product (SKU) clicked.
Brand Attribution: Credits conversions to any product within the same brand as the advertised product.
Brand ROAS / Brand Revenue: Reflects the broader impact of ads at the brand level.
SKU ROAS / SKU Revenue: Reflects performance specific to the advertised product.

“Brand” attribution encompasses what was previously referred to as “Halo (Same Brand).”