Mobile attribution refers to the practice of identifying and attributing credit to the various marketing touchpoints and campaigns that led to a conversion related to a mobile app. The goal of mobile attribution is to understand which marketing efforts drive the most valuable user actions so that marketers can optimize their campaigns and allocate resources more effectively.
Touchpoints and conversions are the two main components of mobile attribution.
A touchpoint is an interaction that leads to a conversion, like opening a newsletter, banner ad impressions, or search ad clicks. These touchpoints can occur on different devices, at different times, and through different channels. They can be connected and used to track the user's journey from initial awareness to conversion. In mobile attribution, touchpoints provide data that can be used to understand the path a user takes before converting. They help identify which marketing channels and strategies are most effective at driving conversions. In short, touchpoints are the key building blocks in understanding the user's journey and the effectiveness of different marketing channels in mobile attribution.
A conversion in mobile attribution typically refers to an app install or in-app events, such as making a purchase, signing up for a service, or completing a level in a game. It is the ultimate goal of mobile attribution and is used to measure the effectiveness of different touchpoints. Knowing which touchpoints lead to the most conversions allows mobile marketers to optimize their campaigns and channel mix.
Mobile attribution provides insights into the user's journey, from initial awareness to conversion. Understanding the user's journey allows mobile marketers to identify the most effective touchpoints and optimize their campaigns to drive more conversions.
Mobile attribution helps mobile marketers understand which marketing channels and strategies are most effective at driving conversions. This knowledge can then be used to optimize campaigns and allocate resources to the most effective channels. By optimizing campaigns, mobile marketers can improve the user experience and increase revenue.
Without mobile attribution, it would be difficult for mobile marketers to measure the effectiveness of their campaigns. Mobile attribution provides data on the conversion rate, which is the number of users who convert divided by the total number of users, and other key metrics that can be used to evaluate the performance of a mobile app.
Mobile attribution also provides insights into which areas of the app need improvement. For example, if the conversion rate is low on a specific page of the app, mobile marketers can use this information to improve the user experience on that page and drive more conversions.
Mobile attribution enables mobile marketers to make data-driven decisions rather than relying on their intuition or assumptions. By analyzing data from touchpoints and conversions, mobile marketers can understand what is working and what isn't and make decisions accordingly.