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Attribution request form

Family sitting on a couch watching TV

4 easy steps

Step 1

Please read the best practices below.

Step 2

Complete the form at time of booking and at least 4 weeks/1 month prior to campaign start date.

Step 3

Click Submit—an email with all the details will be sent to you.

Step 4

Ensure your formal attribution request is also submitted within the SAM portal.

Best practices

  • Minimum $200,000 budget (SAM English) and $25,000 (SAM French)
  • Minimum 4-week campaign
  • Attribution is a request not guaranteed (subject to certain conditions and approval by Bell Media)
  • Delivery is currently 5–6 weeks after the end of the campaign
  • Creative should have strong drive-to-web (ex: “visit Bell.ca for more information”)
  • Websites have to be direct URLs—no backslashes (ex: Bell.ca is valid, as is info.bell.ca; but Bell.ca/mobility is invalid).
  • If there isn’t regular website traffic without a very strong drive-to-web, sample size may be an issue (i.e. CPG ad for toothpaste with no drive-to-web). Conversely, if website has regular traffic flow from existing consumers, it may be hard to isolate exposed visits (i.e., for banking it might be more difficult to see the lift as existing customers visit these URLs regularly).
  • Online Attribution is based on all TV activity from the brand during the campaign period
  • There are scenarios that may cause the campaign’s drive-to-web lift score to fall below expectations, including: the creative drives to store instead of website, simultaneous campaigns on other media platforms diminishing the visible impact of TV, consecutive attribution requests with similar creatives, if brand’s awareness/consideration levels are low, and/or competitive brand activity is strong, can all certainly impact numbers.
  • Please fill in your attribution request at the time of booking and at least 4 weeks/1 month before campaign goes to air (this is to ensure a proper baseline of website visitation).
  • MUST PROVIDE CREATIVE FILE(S) TO BELL MEDIA STRATEGIC INSIGHTS FOR REVIEW AND FILL OUT THE ATTRIBUTION TAB/SECTION WITHIN THE SAM INTERFACE

Attribution Request Form

Attribution is an exclusive opportunity in Canada offered by Bell Media to track the tangible drive-to-web performance of TV campaigns, by comparing the online behavior of consumers exposed to TV advertising vs. those non-exposed. With attribution, we’re establishing a direct cause-to-effect relationship between advertising and consumer response.

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