Systems and methods for analyzing the impact of search content item impressions are provided. One method includes identifying interaction data, via conversion pixels embedded within a resource of a content provider. The conversion pixel is associated with a first content item of a content campaign. A conversion metric is generated using the interaction data, indicating an amount of conversions occurring after users viewed the first content item. An overlap rate is determined for the first content item, which is used to generate an adjusted conversion metric. The overlap rate indicates an estimated amount of users who interact with the first content item without interacting with a second content item, wherein the second content item is part of a content campaign and is presented in a resource other than the search result interface. The adjusted conversion metric is used to attribute conversions to the first and second content items.