# MARCO: Click-Intent Decomposition for Calibrated Ads Conversion Prediction

arXiv: https://arxiv.org/abs/2608.10562 · HTML: https://mlsanity.com/paper/2608.10562/

## Key facts

- No citing papers in the map yet (data through 14 Oct 2026).
- Builds on 9 of its 26 references that are in the map.
- First posted on arXiv 11 Aug 2026.

## Builds on (most cited first, 9 of 9)

- [Entire Space Multi-Task Model: An Effective Approach for Estimating Post-Click Conversion Rate](https://mlsanity.com/paper/1804.07931/) (2018)
- [PEPNet: Parameter and Embedding Personalized Network for Infusing with Personalized Prior Information](https://mlsanity.com/paper/2302.01115/) (2023)
- [ESCM2: Entire Space Counterfactual Multi-Task Model for Post-Click Conversion Rate Estimation](https://mlsanity.com/paper/2204.05125/) (2022)
- [Modeling the Sequential Dependence among Audience Multi-step Conversions with Multi-task Learning in Targeted Display Advertising](https://mlsanity.com/paper/2105.08489/) (2021)
- [DCMT: A Direct Entire-Space Causal Multi-Task Framework for Post-Click Conversion Estimation](https://mlsanity.com/paper/2302.06141/) (2023)
- [Beyond Probability Partitions: Calibrating Neural Networks with Semantic Aware Grouping](https://mlsanity.com/paper/2306.04985/) (2023)
- [Meta Lattice: Model Space Redesign for Cost-Effective Industry-Scale Ads Recommendations](https://mlsanity.com/paper/2512.09200/) (2025)
- [Calibration Matters: Tackling Maximization Bias in Large-scale Advertising Recommendation Systems](https://mlsanity.com/paper/2205.09809/) (2022)
- [IntentRec: Predicting User Session Intent with Hierarchical Multi-Task Learning](https://mlsanity.com/paper/2408.05353/) (2024)

## Abstract (arXiv)

Not all clicks are equal. Industrial ads ranking decouples conversion probability into click-through rate (CTR) and post-click conversion rate (CVR), yet treats every click as the same event. In reality, users provide a free, self-generated signal of intent through their physical UI interactions. Different click types on the same ad exhibit a 4-fold difference in actual conversion rates. By conflating these signals, the standard CVR model under-predicts high-intent clicks and over-predicts low-intent ones, which is a bias masked by near-perfect aggregate calibration. We propose MARCO (Multi-intent Ads Ranking Composition Optimization), a framework that resolves this bias by decomposing each click by intent. Using the logged click type as a free behavioral label, MARCO trains per-intent CVR heads on homogeneous populations, and at serving time composes their per-intent CVR estimates under a predicted distribution over intents. Theoretically, we prove that decomposition never raises population risk, give the exact headroom under squared loss and non-negativity under the deployed loss, and show through a routing-efficiency dial how much of it reaches serving. Because the population-optimal score is unchanged, any gain is a finite-capacity estimation and calibration effect that we validated both offline and online. For deployment at scale, we further cast multi-impression, multi-click attribution as credit assignment with a bias-variance tradeoff analogous to RL return estimation, showing last-impression, first-click attribution is the low-bias, low-variance, deterministic choice under production constraints, and derive three consistency conditions enforced end-to-end at scale. Deployed at binary intent granularity, MARCO corrects per-intent calibration to approximately 100%, lifts conversions per click by +2.80%, and drives +0.98% cumulative improvement in topline metrics.