How We Measure Results

A lightweight JavaScript snippet for your site and a mobile SDK for your app. The pixel captures page visits, conversions, and revenue — but its primary purpose is powering AI Attribution. By observing your normal traffic and conversion patterns before a campaign launches, it gives the model the baseline it needs to measure incremental lift. Install is a single script tag or SDK init — comparable to any analytics pixel you already run.

Views, retention curves, audience demographics, engagement, and follower data — pulled automatically through each creator's authenticated platform connection. Powers impressions, audience matching, and engagement benchmarks.

Promo codes, short links, comment-to-DM flows, and creator callouts with tracked URLs. When a viewer uses any of these, we tie the conversion directly to the placement — no modeling needed, no pixel required. These are deterministic, auditable signals. Visual CTAs (object-tracked overlays, UI overlays, comment spotlights) drive viewers toward these touchpoints.

CM360 / ad-server integration: If you run Campaign Manager 360 or another ad server, provide a click tracker URL as your campaign redirect and Darwin will use it as-is — conversions will appear in your CM360 reporting alongside your other media. No custom integration on either side.

AI Attribution

Darwin's attribution model

Most people who convert after seeing creator content never click a tracked link — they Google the brand, visit directly, or convert days later. Traditional click-through and view-through attribution (including Floodlight tags) cannot capture this because they require an ad-server impression to attribute against. Creator content is not served through an ad server — there is no impression ID, no cookie match, and no click redirect to trace.

Darwin solves this with incrementality measurement. Using pre-campaign data from your Darwin pixel, the model builds a counterfactual baseline — a prediction of what your site traffic and conversions would have looked like without the campaign. When placements go live, it measures the incremental lift above that baseline, controlling for seasonality, geography, and other campaigns running simultaneously. This is per-placement incrementality — the same methodology MMM uses at the channel level, applied at the individual creator level. Confidence grades reflect the depth of available data, and all tiers improve as data accumulates.

Why this requires the Darwin pixel, not a Floodlight tag: Floodlight attributes by matching a conversion event to a prior ad impression. Since creator placements are organic content with no ad-served impression, there is nothing for Floodlight to match. The Darwin pixel instead observes all site activity to detect the incremental signal — it needs to see the traffic that didn't come from a tracked link to measure what the placement actually drove.

Darwin Amplify Automatic

Auto-boost for top-performing placements

When an organic placement reaches the 90th percentile of performance, Darwin amplifies it two ways in parallel — paid boost and organic redistribution through Darwin's clipper network. Both run fully managed: no per-boost approval, no per-platform setup, no per-clip negotiation on your end. You give Darwin the campaign budget, Darwin deploys it across the two modes however produces the most incremental impressions per dollar.

Calibration Multiplier

Verified-to-total conversion ratio

Verified methods capture a predictable fraction of total influenced conversions. As Darwin accumulates campaign data, the ratio between verified and modeled conversions stabilizes per vertical, platform, and placement type — becoming a proprietary multiplier that estimates total impact from verified data alone.

Predictive Placement Scoring

Conversion lift prediction model

A regression model trained on campaign history that predicts conversion lift from audience composition — geographic concentration, follower ratio, engagement rate, and retention. This powers Darwin Amplify by automatically identifying placements in the 90th percentile to boost using your campaign budget.

Cross-Campaign Asset Lift

Brand performance intelligence

After multiple campaigns, Darwin builds a proprietary dataset of how your brand performs across creator types, content categories, platforms, and audience segments — surfacing insights like which creator verticals drive the highest lift for your specific brand and product.

Creator Quality Index

Business impact scoring

Darwin builds a creator-level conversion index that rates creators by actual business impact — not just reach. This score drives internal matching and pricing, determining which creators are prioritized for premium brands and which verticals they perform best in.