What if a customer saw my product on a desktop but purchased it on the mobile app? Is it attributed to an ad?

Attribution of purchases in such scenarios depends on the setup and type of users. Marketplaces typically report an opaque user ID, allowing correlation of user activity.

If the marketplace identifies the same user across devices (e.g., registered users) and reports the sale with the same user ID used for impressions and clicks, the sale will be attributed to the ad. However, if the marketplace cannot establish whether the user who viewed the ad on desktop is the same as the one who made the purchase on mobile, attribution to the ad may not occur.