What is mobile attribution and why it’s important to marketers

When tracking events, advertisers can choose which post-install events constitute a conversion for a particular ad campaign. As you might expect, pricing is another big factor when choosing a mobile attribution platform. For example, we’ve experienced that attribution platform data showed 20% more installs attributed to Google than our Google Ads dashboard. That means something’s not right because there’s a discrepancy between the two.

Basic mobile attribution models

Attribution provides you with authoritative data as well as the assurance that it is correct and irrefutable. They will advise you exactly where you should and shouldn’t spend your money. Once you’ve added attribution to your marketing tech stack, you’ll wonder how you went so long without it. When it comes to mobile app performance marketing, attribution is a game changer.

Mobile Measurement Partners (MMP) to Use in 2023

Each ad network’s SDKs require unique implementation and quality assurance. For each ad network, apps must additionally format and maintain proprietary connections. These are difficult tasks that are out of reach for most app marketers. By integrating Branch into all channels, you get accurate measurements that allow you to improve user experience.

Basic mobile attribution models

It offers a comprehensive solution above and beyond attribution management. This website is using a security service to protect itself from online attacks. There are several actions that could trigger this block including submitting a certain word or phrase, a SQL command or malformed data. The better your business results are projected by your model, the more effective that model is. Your marketing department may choose to use a different model that focuses instead on either indirect click or last click, because their overall goal is probably some form of « larger » conversion. That’s why we recommend Kochava for indie teams and small companies with smaller marketing budgets.

Multi-touch Attribution model

For this reason, many app marketers use app attribution tools or Mobile Measurement Partners like Airbridge. They provide a streamlined view of data from multiple sources, reducing the burden of going back and forth between various ad platforms. Preventing ad fraud and adapting to new frameworks like SKAdNetwork are some other benefits of working with attribution providers. By leveraging artificial intelligence tools and machine learning for mobile attribution, you can get a more accurate picture of user behavior and optimize your marketing efforts. This involves analyzing data from various sources, such as user interactions, device usage, and more For example, with fraud detection, you can train your app against hackers. Plus, with AI-driven insights, you can personalize the user experience and maximize your ROI.

  • Attribution models are key to understanding the value of your marketing efforts.
  • No matter how sophisticated your tech stack is, you will still need to select one of the best mobile attribution providers to make sure everything is connected and running smoothly.
  • It assigns a weighted percentage of credits to each media or platform that drives the user to install or buy an app through several steps.
  • However, the last-touch attribution model ignores all other touchpoints except for the final touchpoint that led to the ultimate conversion.
  • An attribution is also known as a conversion window; this is the amount of time that a publisher has to be credited with a conversion.
  • It doesn’t matter if you’re a mobile startup or an established publisher with a new app or game, sooner or later you’ll need to measure the effectiveness of your user acquisition campaigns.

Branch also has a cross-platform, cross-device, and cross-channel eagle-eye view of your attribution data. As a result, you understand user behavior better so that you can interact with your customers in meaningful ways. A high report quality means being able to optimize your mobile app ad creatives and advertising campaigns in real-time, thus getting more results to your clients. For B2C mobile marketing, last-touch attribution is generally the most popular attribution method because you’re paying for the last touchpoint right before an install.

Multi-touch attribution

It provides the conversion likelihood of particular touchpoints by comparing the conversion likelihood with or without particular ad engagements. Google Ads uses this concept for its data-driven attribution model and provides insights through Google Analytics on various types of conversions driven by Google Search , YouTube, and other display ads. As Theodore Roosevelt once said, the more you know about the past, the better you are prepared for the future. An accurate analysis of historical data is a prerequisite for business success. Building a winning paid marketing strategy is especially important because it involves cost – companies cannot remain in business without turning a profit. Given that global digital ad spend was around $378 billion in 2020 alone, marketers must identify the best working channels and campaigns to improve return and profitability within a limited budget.

There are a variety of attribution methodologies, including first-touch, last-touch, and multi-touch. People use these to gather user data – building effective marketing campaigns through mobile attribution definition analytics. W-shaped multi-touch attribution– For complex campaigns, a W-shaped attribution model can assert value to touchpoints at the top, middle, and bottom of the funnel.

What is mobile app attribution?

Core – Offers 250,000 annual attributions, which makes it great for medium-sized businesses. That, in turn, allows you to optimize your advertising budget accordingly. Because of that, it is extremely important https://xcritical.com/ how fast installs are attributed. It’s important to note that the type of reporting depends on the type of mobile game we’re working with, as we have different campaign goals for different games.

Branch’s mobile attribution solution is designed specifically for a post-IDFA world, as it doesn’t rely on probabilistic methods. Instead, Branch uses a unique predictive algorithm that delivers accurate attribution even when there’s no universal ID. Some of the interesting features AppsFlyer provides are multi-touch attribution, SKAdNetwork attribution, as well as retargeting attribution.


You can discover more insights into how your most engaged users behave and what background they come from. For example, whether they typically hail from certain locations, fall within a specific age range, which gender they are, what devices they use, and so on. Armed with this information, you can better target other users who fall into those categories. They’re either browsing social media sites like Facebook, Twitter, and Instagram, or on web pages and search engines. Depending on your marketing campaign budget and strategy, you can get an Advanced or Pro subscription from Tenjin.

Custom attribution model

Mobile ad campaign attribution discovers intriguing facts about your mobile app that drives users for installs, referrals, product purchases, service subscriptions, etc. Once you know what intrigues your users most, you can invest in that part of the mobile app to keep the customers engaged. Well-known analytics tools like Google Analytics are great for single-touch attribution and can integrate many customer data sources for a unified view of marketing effectiveness. Apple informed app developers that “fingerprinting,” a probabilistic attribution mechanism, is prohibited unless users give specific authorization. This has made compliant attribution much more difficult for marketers. However, the future attribution mechanism on iOS will be powered, at least partially, by SKAdNetwork, a privacy-preserving deterministic architecture for mobile app install attribution.

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