What is Mobile App Attribution?

We live in a multi-device world where a consumer might have a smartphone, tablet, work computer, home computer and even smart home devices like Alexa. The problem for marketers is that each of these devices might throw data as a unique visitor when in fact they are the same consumer using different devices. So, if you can’t track the how, who, when and why of their journey to a mobile app, you won’t know which of your channels are delivering users.

Knowing what’s regarded as success enables you to replicate your wins and achieve a higher ROI. Most app attribution tools are built on the simple and heuristic Last-Touch Attribution model, which gives full credit https://xcritical.com/ to the single last touchpoint. Nevertheless, keep in mind that each tool works under different priorities, rules, and criteria, and thus the attribution result for the same conversion could slightly vary.

Attribution trends in the era of privacy

This does not prevent it, however, from providing a multitude of services. It’s clear that Kochava is eager to join the above-mentioned platforms and become a commonplace name. Appsflyer also offers retention reports and cohort analysis based on country, source, app version and has raw user data that can be exported and analyzed in your preferred BI/visualization tool. Setting your own customer ID enables you to cross-reference your own unique ID with AppsFlyer’s user ID and all other device IDs. This ID is available in the AppsFlyer CSV reports along with postbacks APIs for cross referencing with your internal IDs. These events are defined by the advertiser and include an event name in addition to optional event values.

However, recent technological advancements by measurement partners such as Gamesight have unlocked the gaming market in recent years. Marketers can try them out for free before needing to make a commitment. Device fingerprinting connects a user from click to app install by extracting basic and imperfectly unique information from device headers, such as the IP address.

Security and Fraud

Mobile devices have surpassed every other device, including television, as the primary medium where Americans spend their time and attention. Apps account for 90% of the time users are spending online using smartphones and tablets. From social media platforms to games, media streaming, and apps that enable work, it seems like whatever a mobile user needs, there’s an app to provide it.

Greater knowledge about how your ads perform on mobile apps allows you to build targeted marketing campaigns and smart retargeting activities when consumers abandon their carts. For example, you could specifically target users who tried out your app but didn’t stick around to make it work from them. According what is mobile attribution to Salesforce, on average it takes 6 to 8 marketing touches to generate a viable sales lead and 60% of the sales cycle is over before a consumer talks to a salesperson. So relying solely on a single touch attribution model often neglects 6 to 7 other important points along the customer journey.

Appsflyer

This model assigns credit to ad campaigns and channels that a user viewed but didn’t necessarily click on or engage with before they converted. This model can be useful if users are exposed to ads and then go directly to the App Store or Google Play store to install the app. This way mobile marketers can understand how the user interacts and can even launch retargeting attribution campaigns.

Of course, the aim is to put more investment into initiatives that have a greater impact, such as more and smarter mobile users. Adjust is a mobile measurement company and it’s another one of the top-rated mobile attribution tools perfect for mobile companies. It helps you grasp the entire user journey, across many different channels. It’s a simple tool that helps you see where your conversions come from, i.e., their source.

MMPs fight and prevent fraudsters who would otherwise steal your ad spend

For instance, the first and last touch is credited at 40%, while the remaining 20% rate is split evenly among the middle points. The first and last touchpoints in many campaigns are the most significant. This makes the U-shaped model useful for those interested in seeing essential information about the customer journey. These strategies allow mobile advertisers to develop a multi-touch attribution model that provides the insights they need while also respecting privacy concerns. Adjust puts emphasis not only on measuring in-app behavior but also on bot protection and user privacy.

• Fingerprinting owes its name to the fact that this technology collects so much data about users that it can obtain a “fingerprint”, which is then used to match a click or a view with an install.
• As we’ve said, a mobile funnel may be complex, have multiple channels, and take time.
• Tech Partners Become a tech partner, or learn how to connect your marketing & tech stack with Triple Whale.
• Adjustis an analytics platform that helps marketers grow their mobile apps with solutions for measuring and optimizing campaigns and protecting user data.

For example, mobile attribution platforms usually use multi-touch attribution. The goal here is to find out the value of each customer touchpoint that results in a conversion. That enables platforms to determine which channel or ad campaign is responsible for the conversion and thus helps you make informed choices.

Clarity and Transparency in Customer Service – Clarity as a Business State of Mind

Claim Response – This is sent by a SAN either confirming or denying an ad interaction by a specific device within their network as requested by an MMP. 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. This model provides attribution to ads that were viewed, but not clicked.

However, whereas Adjust and Branch offer monthly contracts for their service, Appsflyer and Kochava are available on an annual basis only. Of the four, only Branch and AppsFlyer are currently offering open pricing options. By collecting and analyzing each customer action, you can discover how effective your ads are and whether customers tend to drop out of the buying process at specific points. Armed with this knowledge, you can continually improve your ads and mobile apps to drive the right customer actions. The Tapstream development team markets the product as a complete toolkit for mobile app marketing.