The Ultimate Guide to Mobile Partner Marketing

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. Linear attribution is a multi-touch attribution method that allows marketers to assign equal value to every interaction a brand has with a user or customer, whether big or small. However, this leaves marketers unable to identify which channels are most successful and least successful, as it doesn’t specify the varying impacts of the different marketing channels.

what is mobile attribution in partner marketing

To evaluate this strategy, you might use a first-click attribution model. Are you trying to more efficiently convert customers at the bottom of the funnel, you may use a last-click attribution model to do this. Although there are dozens of possible attribution models suited to PC and mobile devices, they can generally be narrowed down into three categories. This allows mobile marketers to see where a prospect came from as it records the very first attribution data point.

What Is Mobile Attribution: The Blueprint for Advertisers

This goes beyond figuring out which network is delivering you the most instals, which is essential because not all instals carry the same value. Fast pace your growth in the industry with our tailored attribution solutions. IF a dashboard is designed in an awkward way that makes you click too many times to perform a simple task, has slow loading time, and if worst …. THEN this dashboard is not designed to help you be efficient, it is simply a poorly designed dashboard. It is especially bad if it is a paid tool, paid tools supposed to help us be more efficient not the other way around.

The two main attribution technologies adopted in the app install campaign ecosystem are deterministic attribution and probabilistic attribution. Deterministic attribution, as the name suggests, is the most accurate technology which matches the engagement with the ad to the install or post-install action. And it is the most accurate because it uses unique device identifiers, GAID for Android devices and IDFA for iOS devices. The opportunity to use deterministic attribution allows advertisers to assess the performance of their marketing partners and optimize both the budget allocation and the app install campaigns. However, as we mentioned in the introduction, there have been important changes in mobile attribution related to privacy, and they all affect deterministic attribution. Indeed, Apple’s iOS 14.5 update introduced the ATT , a prompt which asks users whether or not they want their activity to be tracked across apps whenever they open a new app on their smartphone.

Android vs. iOS Mobile apps

Thus, the app tracking attribution helps developers understand which channels drive user acquisition most. For an install to be attributed correctly to an ad, multiple ad networks must provide unbiased information to the attribution firm. Mobile app attribution is complex and often difficult to determine, due to a lack of common industry standards and agreements between multiple parties that result in disagreement. There are many factors that contribute to app install attribution such as clicks, ad impressions, engagement within apps, and actions taken on social networks.

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A quality mobile app tracking tool gives you a stream of real-time data and analytics coming directly from the app in the form of comprehensive reports making monitoring easier and more effective. Mobile app attribution gives you the ability to identify how and where users learn about your app. Ultimately, this lets you monitor and optimize the entire customer journey by collecting mobile data to give you greater insights into what led a user to install your app. One of the greatest benefits of mobile attribution is that it gives you the ability to figure out exactly what caused a rise or fall in app installations. Unlike single-touch attribution models, a multi-touch attribution model takes into account all the touchpoints the consumer engaged with leading up to their decision to purchase.

Integrated Partners

Then, MMPs analyze all these parameters and behavioural data through machine learning algorithms in order to attribute the marketing action to a specific app install campaign and media source. Probabilistic attribution is not 100% accurate but it is highly accurate and provides an effective alternative to deterministic attribution as it does not rely on IDFA and totally respects users’ privacy. Also, it works for both click-through attribution and view-through attribution. Before Apple’s updates, an alternative to probabilistic attribution which didn’t rely on IDFA was fingerprinting. 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. The technology was really accurate but also really intrusive regarding users’ privacy.

In this case, you would want to use a tracking provider to show you that. A clear understanding of the goal will indicate what data points and, subsequently, what part of the funnel marketers should stick to and what channels to use. Server-to-Server API can be used to track not only touchpoints but also conversions. Thankfully, with marketing attribution, you can clarify the connection between inputs and outputs and unlock insights vital to growth. Other valuable attribution features Singular offers are touchpoint prioritization, lookback windows, customized re-engagement flows, and multi-touch tracking. Some of the interesting features AppsFlyer provides are multi-touch attribution, SKAdNetwork attribution, as well as retargeting attribution.

Do you think it’s feasible to start with minimum requirements and switch to a more advanced solution later?

Multi-touch attribution reveals the whole picture of user journeys by setting equal credit values for each step. It recognizes all advertising channels the user interacts with during their journey rather than just one ad. Mobile attribution is a retrospective causal analysis that helps you identify your strongest channels and campaigns.

what is mobile attribution in partner marketing

Nor will you understand the relative value of those users or how much of your marketing budget is going directly towards click spam and click frauds. Single-touch attribution is the practice of attributing revenue to one specific touchpoint along the customer journey. Single-touch attribution models give 100% of the credit from a consumer’s purchase to the first-click or last-click or corresponding keyword. This mobile measurement partner service provider has already developed an in-house app traffic index for ad campaign runners and app marketers. You can now easily pick high-quality marketing networks, low-fraud online marketing channels, and reliable customer bases for your next ad campaigns.

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In contrast, a time decay attribution model might be more appropriate for a business that is trying to drive immediate conversions. This article aims at providing an extensive overview of the mobile attribution framework, including all the methodologies and technologies employed, and their benefits and drawbacks. In addition, we discuss how the recent changes brought by Apple’s release of iOS 14.5 radically affected mobile attribution in order to preserve users’ privacy. Indeed, Apple introduced its own attribution technology called Skadnetwork and let users decide whether or not to show their unique device identifier named IDFA.

  • There are attribution partners that can track different metrics or user events like clicks, in-app purchases , and installs to attribute them to marketers’ specific campaigns or channels.
  • Do you want to boost user engagements with your mobile app by delivering personalized ad campaigns?
  • Attribution models use statistical algorithms to assign credit to different marketing channels and touchpoints based on their contribution to user behavior and conversions.
  • 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.
  • Therefore, advertisers and app developers can assess the performance of their sources and channels in order to optimize their app user acquisition activities.