Certain embodiments herein relate to attributing or associating a user's actions with respect to web page content to the multivariate test parameters. For example, a user's purchase of a product after clicking on an ad in the web page content may be attributed to multivariate test parameters corresponding to the placement of the ad, the size of the ad image, whether a border is placed around the ad, any number of attributes associated with the ad, the content in which the ad is placed, etc. In certain embodiments, a user's actions may occur at a device that is separate from the publisher device. Techniques described herein may attribute or associate such actions with a publisher's web page content such that publishers may be made aware of the effectiveness of the placement, layout, orientation, etc., of their web page content based on how users reacted to such attributes.