The Pontiac platform will be making a change to IP conversion attribution. As of Monday July 15th, Pontiac will start counting conversions that resulted from a user entering a brand’s website from a non-browser environment — e.g., a link in an email, or a mobile in-app experience such as an Instagram sponsored post. Prior to Monday, if a user saw an ad, then saw an ad on Instagram, clicked on it, and made a purchase, the Pontiac platform was not attributing this conversion event to the ad. After Monday, Pontiac will start start attributing these conversions toward the ad served via Pontiac.

Due to this change in methodology, custom reports run after July 15th for previous dates may not match the IP conversion metrics in the UI. The custom reports will use the new methodology, but UI metrics will not be updated to reflect this change.