Tootfinder

Click A, Buy B: Rethinking Conversion Attribution in E- Commerce Recommendations
Xiangyu Zeng, Amit Jaspal, Bin Liu, Goutham Panneeru, Kevin Huang, Nicolas Bievre, Mohit Jaggi, Prathap Maniraju, Ankur Jain
https://arxiv.org/abs/2507.15113

Click A, Buy B: Rethinking Conversion Attribution in E- Commerce Recommendations
User journeys in e-commerce routinely violate the one-to-one assumption that a clicked item on an advertising platform is the same item later purchased on the merchant's website/app. For a significant number of converting sessions on our platform, users click product A but buy product B -- the Click A, Buy B (CABB) phenomenon. Training recommendation models on raw click-conversion pairs therefore rewards items that merely correlate with purchases, leading to biased learning and sub-optimal conv…