构建全面归因平台的旅程

The Grab superapp offers a comprehensive array of services from ride-hailing and food delivery to financial services. This creates multifaceted user journeys, traversing homepages, product pages, checkouts, and interactions with diverse content, including advertisements and promo codes.

Grab超级应用程序提供了从打车和外卖到金融服务的全面服务。这创造了多方面的用户旅程，涉及主页、产品页面、结账和与各种内容的交互，包括广告和促销代码。

Background: Why ads and attribution matter in our superapp

背景：为什么广告和归因在我们的超级应用中很重要

Ads are crucial for Grab in driving user engagement and supporting our ecosystem by seamlessly connecting users with our services. In the ever-evolving world of advertising, the ability to gauge the impact of marketing investments takes on pivotal significance. Advertisers dedicate substantial resources to promote their businesses, necessitating a clear understanding of the return on AdSpend (ROAS) for each campaign. In this context, attribution plays a central role, serving as the guiding compass for advertisers and marketers, elucidating the effectiveness of touchpoints within campaigns.

广告对于Grab在推动用户参与和支持我们的生态系统方面至关重要，通过无缝连接用户与我们的服务。在不断发展的广告世界中，评估营销投资的影响力变得至关重要。广告商投入大量资源来推广他们的业务，这就需要对每个广告活动的广告支出回报（ROAS）有清晰的理解。在这种情况下，归因起着核心作用，作为广告商和营销人员的指南，阐明了广告活动中的触点的有效性。

For instance, a merchant-partner seeks to enhance its reach by advertising on the Grab food delivery homepage. With the assistance of our attribution system, the merchant-partner can now precisely gauge the impact of their homepage ads on Grab. This involves tracking user engagement and monitoring the resulting orders that stem from these interactions. This level of granularity not only highlights the value of attribution but also demonstrates its capability in providing detailed insights into the effectiveness of advertising campaigns and enabling merchant-partners to optimise their campaigns with more precision.

例如，一个商家合作伙伴希望通过在Grab食品送餐主页上投放广告来扩大其影响力。在我们的归因系统的帮助下，商家合作伙伴现在可以准确地评估他们的主页广告对Grab的影响。这涉及跟踪用户参与并监控由这些互动产生的订单。这种细粒度不仅突显了归因的价值，还展示了它在提供广告活动效果的详细洞察力方面的能力，并使商家合作伙伴能够更精确地优化他们的广告活动。

In this blog, we delve into the techni...