MAC: A Conversion Rate Prediction Benchmark Featuring Labels Under Multiple Attribution Mechanisms

Multi-attribution learning (MAL), which enhances model performance by learning from conversion labels yielded by multiple attribution mechanisms, has emerged as a promising learning paradigm for conversion rate (CVR) prediction. However, the conversion labels in public CVR datasets are generated by a single attribution mechanism, hindering the development of MAL approaches. To address this data gap, we establish the Multi-Attribution Benchmark (MAC), the first public CVR dataset featuring labels from multiple attribution mechanisms. Besides, to promote reproducible research on MAL, we develop PyMAL, an open-source library covering a wide array of baseline methods. We conduct comprehensive experimental analyses on MAC and reveal three key insights: (1) MAL brings consistent performance gains across different attribution settings, especially for users featuring long conversion paths. (2) The performance growth scales up with objective complexity in most settings; however, when predicting first-click conversion targets, simply adding auxiliary objectives is counterproductive, underscoring the necessity of careful selection of auxiliary objectives. (3) Two architectural design principles are paramount: first, to fully learn the multi-attribution knowledge, and second, to fully leverage this knowledge to serve the main task. Motivated by these findings, we propose Mixture of Asymmetric Experts (MoAE), an effective MAL approach incorporating multi-attribution knowledge learning and main task-centric knowledge utilization. Experiments on MAC show that MoAE substantially surpasses the existing state-of-the-art MAL method. We believe that our benchmark and insights will foster future research in the MAL field. Our MAC benchmark and the PyMAL algorithm library are publicly available at https://github.com/alimama-tech/PyMAL.

See Beyond a Single View: Multi-Attribution Learning Leads to Better Conversion Rate Prediction

Conversion rate (CVR) prediction is a core component of online advertising systems, where the attribution mechanisms-rules for allocating conversion credit across user touchpoints-fundamentally determine label generation and model optimization. While many industrial platforms support diverse attribution mechanisms (e.g., First-Click, Last-Click, Linear, and Data-Driven Multi-Touch Attribution), conventional approaches restrict model training to labels from a single production-critical attribution mechanism, discarding complementary signals in alternative attribution perspectives. To address this limitation, we propose a novel Multi-Attribution Learning (MAL) framework for CVR prediction that integrates signals from multiple attribution perspectives to better capture the underlying patterns driving user conversions. Specifically, MAL is a joint learning framework consisting of two core components: the Attribution Knowledge Aggregator (AKA) and the Primary Target Predictor (PTP). AKA is implemented as a multi-task learner that integrates knowledge extracted from diverse attribution labels. PTP, in contrast, focuses on the task of generating well-calibrated conversion probabilities that align with the system-optimized attribution metric (e.g., CVR under the Last-Click attribution), ensuring direct compatibility with industrial deployment requirements. Additionally, we propose CAT, a novel training strategy that leverages the Cartesian product of all attribution label combinations to generate enriched supervision signals. This design substantially enhances the performance of the attribution knowledge aggregator. Empirical evaluations demonstrate the superiority of MAL over single-attribution learning baselines, achieving +0.51% GAUC improvement on offline metrics. Online experiments demonstrate that MAL achieved a +2.6% increase in ROI (Return on Investment).