Ad attribution datasets

Detects advertising attribution datasets: an ad / marketing / multi-touch attribution or conversion-tracking data phrase combined with populated identifiers - SHA-256 hashed emails or device IDs, click identifiers (gclid, fbclid, msclkid) or advertising IDs. Phrase-only mentions stay discovery-only.

Type: regex
Engine: boost_regex
Confidence: medium
Confidence justification: Enforce tiers require machine-format identifiers (hashed emails, click or advertising IDs) beside the attribution phrase; marketing explainers and news stay at 65, as do header-only extracts. Medium because hashed identifiers also appear in unrelated technical logs near the phrase.
Detection quality: Topic false positive
Jurisdictions: global
Regulations: Privacy Act 1988 (Cth), Information Privacy Act 2009 (Qld), NDB Scheme (Cth), GDPR
Frameworks: ISO 27001, ISO 27701
Data categories: pii
Scope: wide
Risk rating: 8
Platform compatibility: Purview: Compatible, GCP DLP: Compatible, Macie: Compatible, Zscaler: Compatible, Palo Alto: Degraded, Netskope: Unsupported

Pattern

(?i)\b(?:(?:ad|advertising|marketing|multi-?touch|last[\s-]click|conversion)\s+attribution(?:\s+(?:datasets?|data|reports?|exports?|logs?))?|attribution\s+datasets?|conversion\s+tracking\s+(?:data|logs?|exports?))\b

Corroborative evidence keywords

last click, first touch, view-through, lookback window, conversion value, remarketing, audience match, customer match, matched audience, cross-device

Proximity: 300 characters

Should match

Ad attribution dataset - September export (restricted) hashed_email,campaign_id,channel,touchpoint,conversion_value,conversion_time 5f4dcc3b5aa765d61d8327deb882cf995f4dcc3b5aa765d61d8327deb882cf99,CMP-2291,paid_social,view-through,149.00,2026-09-12T20:41:00Z gclid=Cj0KCQjw4bipBhCyARIsAFsieCy7Zb2Kx Multi-touch model: 30-day lookback window, cross-device matched audience. — Attribution export - header, hashed email, click ID and attribution evidence (85)
Conversion tracking export gclid=Cj0KCQjw4bipBhCyARIsAFsieCy7Zb2Kx Uploaded to the ads account. — Single click identifier (75)
Marketing attribution export - app install campaign (restricted) device_id,campaign_name,touchpoint,conversion_event idfa=6D92078A-8246-4BA4-AE5B-76104861E7DC fbclid=IwAR2xQ7kLmZ0pT9vYbN4cR8sD1eF6gH3jK5 Last click credited within a 7-day lookback window; remarketing audience refreshed. — Attribution export with device-ID header, IDFA and fbclid click identifiers and last-click evidence (85)
Conversion tracking export idfa=6D92078A-8246-4BA4-AE5B-76104861E7DC Added to the remarketing audience. — Single labelled IDFA plus remarketing evidence - one structure, so 75 not 85 (a labelled ID is not a column header)

Should not match

Help center article: marketing attribution assigns credit for a conversion to the ads a person saw or clicked. Choose a last click or data-driven model and a lookback window. — Product help article
Attribution dataset hashed_email,campaign_id,channel,touchpoint,conversion_value — Blank extract - column header only (65)
Advertisers are rethinking multi-touch attribution as browsers block third-party cookies, a news report said. — News item
unrelated generic text without domain phrases — Unrelated
customer invoice — Generic word pair

Known false positives

Privacy notices, help-centre articles, product pages and policies describing advertising attribution. Mitigation: They name the topic without populated rows, labelled values or identifiers, and guidance/help framing is excluded, so they stay at 65.
Analytics training material and documentation with worked examples of advertising attribution. Mitigation: Training and template framing is excluded; unframed worked examples with realistic rows can still reach 75.
News and industry commentary with aggregate statistics. Mitigation: Aggregate percentages are not keyed to a record identifier, so they do not satisfy the row or labelled-value structures.