Touchpoint parameters
identifier
An internal English name referenced by path scenarios. Identifiers must be unique.
Advertising identity
provider, ad_product, canonical format, placement, and canonical creative describe the advertising object. Provider is part of the structured Touchpoint identity even though it is omitted from the compatibility string.
Existing configurations remain valid. For Amazon Demand-Side Platform legacy configurations, canonical format comes from inventory_type; for sponsored advertising it comes from ad_type. Canonical creative comes from creative_type. A new configuration may provide format and creative directly. If both vocabularies are present they must agree.
The exported normalized key contains exactly five segments:
UNSPECIFIED fills an unavailable placement or creative segment only inside this lossy file representation. The structured Touchpoint retains whether the field is NOT_APPLICABLE, NOT_PROVIDED, UNKNOWN, or REDACTED.
Interaction generation
impression_enabled and click_enabled default to true for legacy configs. Every opportunity first emits an IMPRESSION; it then emits a CLICK probabilistically according to click_through_rate. These are separate events and remain ordered even when their first four segments match.
base_impressions
The expected daily delivery count before time, marketplace, and volume-noise adjustments. Impressions create opportunities for clicks but do not guarantee attention.
click_through_rate
The probability that an impression produces a platform-reported click. The simulator uses a binomial draw so actual daily clicks fluctuate around the expectation.
platform_conversion_rate
The probability that a platform-reported click produces a platform-reported purchase. It helps generate performance diagnostics; it is not the same outcome mechanism as path conversion.
Billing fields
Exactly one of cost_per_click and cost_per_thousand_impressions must be non-null. An optional billing_type may state CPC or CPM explicitly and must agree with the populated price. Billing does not determine which interactions exist: Cost Per Click objects still emit unbilled impressions, and Cost Per Mille objects may emit unbilled clicks. The exclusive price and interaction-specific cost assignment prevent double counting.
Provider observation profiles
The default Amazon-compatible and synthetic full profiles expose format, placement, creative, and interaction type. The synthetic limited-creative profile marks creative NOT_PROVIDED; the synthetic limited-placement-and- creative profile marks both fields NOT_PROVIDED. These profiles are research fixtures and are not claims about named commercial application programming interfaces. Simulation retains the complete latent Touchpoint separately from the Provider-observed Touchpoint.
conversion_log_odds_effect
A non-negative effect added to a path's purchase log odds when the touchpoint appears. This is the simulator's hidden mechanism. Its private value should be treated as a modeling assumption unless calibrated from an experiment.
Why two conversion mechanisms exist
The performance table and path table imitate distinct observational reports. Platform conversion rate generates touchpoint diagnostics; conversion log-odds effect generates aggregated path outcomes and truth contributions. Their purchase counts must not be summed.