Mobile App Install Attribution: The Complete Guide

It can lead to sub-optimal decisions if marketers put too much emphasis on driving last-click conversions. It doesn’t necessarily reflect the actual value of each touchpoint in the journey. By pinpointing the sources of fraudulent traffic, you can take steps to prevent it from impacting their bottom line. Marketers should collaborate with an attribution platform and network that is ready to transition to the cookieless era.

Basic mobile attribution models

This model is simple to use and can be implemented quickly by businesses. The answer is to have a consistent strategy of Mobile Marketing Attribution. Attributing sales and conversions to the correct channels is essential for effective mobile marketing.


What’s great about Singular is that you get a complete ROI overview. Every advertising dollar you spend is connected to attributed installs and their source. Kochava collects engagement information including impressions, clicks, installs, and events, which are then attributed to the correct source.

Some customers will only buy from you once or will only engage with your app infrequently. Maybe what you offer isn’t a priority for them, just a casual interest. These customers buy your products more frequently and also spend more money on each purchase, so acquiring more of them should be a top priority for any booming business. Marketers are continually fighting for users’ attention in 2021 because we live in an attention economy. You can guarantee that the user seeing your ad in-app has already used several apps today and seen many more ads than apps they’ve used.

Linear Attribution

‍Therefore, advertisers and app developers can assess the performance of their sources and channels in order to optimize their app user acquisition activities. You have probably heard about terms such as probabilistic attribution, skadnetwork or view-through attribution but let’s try to shed light on all these topics. Also known mobile attribution definition as fractional attribution, is a method for identifying various touchpoints along a user journey that lead to a conversion, be it an install, purchase, or other designated in-app activity. If you want to learn more, visit our blog article and learn why mobile app attribution is essential for successful mobile ad campaigns.

Basic mobile attribution models

It is a fully automated marketing analytics product branded as the Adjust Automate trade name. It lets you create self-running workflows for bid management, marketing budget allocation, etc. A mobile measurement partner tool can perform an in-depth analysis of ad campaign data to unearth fake clicks or installs. The MMP provider will report those sources so that you can take steps to stop ad fraud. This single-touch model is similar to the last-touch model except that it won’t attribute a conversion to a “direct touch,” or when someone comes directly to a channel.

Time Decay Model

The W-shaped attribution model acknowledges the importance of the buyer’s journey’s beginning, end, and middle touchpoints. This model makes sure that no one interaction is responsible for the final outcome. This is done by giving equal weight to all touchpoints and recognizes that it takes a variety of interactions to convert a customer. Linear attribution is a way of giving credit to every touchpoint in the customer journey, regardless of its importance. So, if a customer sees an ad, clicks on it, and then makes a purchase, each of those three interactions would get an equal weighting in the attribution model.

  • After pairing an ID with an ad network, an attribution SDK sends a postback to all linked networks with the information that the user has already installed the app.
  • Third, it doesn’t account for the fact that some touchpoints (such as word-of-mouth recommendations) may have a longer-lasting impact than others.
  • Time-decay multi-touch attribution– This attribution models assign the most value to touchpoints that happen within a short time from the conversion event.
  • This Universal SDK can do the tracking and attribution for all the ad networks.
  • The first step in optimizing how mobile attribution work is to identify any discrepancies between the data you’re tracking and the actual performance of your app.

Choosing mobile attribution tools is not as easy as it sounds, mainly because of potential fraud issues. They differ in terms of analytics, data points, and how they measure the entire user journey. Well, mobile attribution platforms are like calculators but for marketing campaigns. They aggregate an immense amount of data regarding your customer journey from the first stage of your sales funnel to buying decision and even retargeting. Once you’ve chosen an attribution model that you can benefit from, it’s essential to understand the process of mobile app attribution in the marketing funnel. In its most basic form, it essentially starts with the user clicking on an ad and eventually installing the app.

What Do Mobile Measurement Partners Do?

We list the best apps to help you connect, personally and professionally, with the world. YouTube End Screens are one of the most underrated components of YouTube, which helps enhance viewer retention. Text-to-speech solutions offer a seamless way to read textual documents from smartphones and computers. These solutions are becoming popular these days as they provide a high level of convenience to the readers both for personal and professional uses. It is also necessary for accurately determining the success of advertisements and their ROI. Best of all, you can get free access to all the full features and raw data if you share your data with them.

Self Attributing Networks , in particular, use S2S as they attribute their traffic without involving a third party. Unlike regular ad networks, SANs only report the last-touch activity to attribution providers via API. Rather than aggregate data yourself from across many channels, you can rely on a mobile attribution platform that makes insights available on-demand.

Our services

No matter what you’re trying to promote, be it an app, a physical product, or a professional service, you need to understand ‘return on advertising spend’, also known as ROAS. In a nutshell, ROAS allows marketers to know, with reasonable certainty, that ABC dollars invested into advertising efforts, will yield XYZ benefits in return. If you want to ensure maximum ROI, mobile attribution is a critical pillar of your marketing strategy. Another challenge is that there is no one-size-fits-all approach to attribution, so businesses must choose an attribution model that fits their specific needs. With this information, you can optimize your marketing campaigns to reach your target audience better and improve your overall conversion rate. One common criticism is that it doesn’t account for other touchpoints’ role in the customer’s decision-making process.

Airbridge: Best for Growing Companies

Both of these single-touch attribution models give full credit for a conversion to one source. For the first-touch model, credit goes to the first interaction between a customer and your company, and for the last-touch model, credit goes to the last interaction. A touch, for example, could be clicking on an ad on social media, following a link on a search engine results page, or visiting the homepage of a website. When pairing touchpoints with conversions as described above, you need to decide how much credit to give to each touchpoint in the conversion path. By assigning values to users’ interactions with ads, marketers can determine which channels and campaigns are the most powerful.

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