Mobile attribution
Mobile attribution
Mobile attribution is the process of identifying and assigning credit to the different touchpoints that led to a mobile app conversion.

What is mobile attribution?

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

Touchpoints and conversions are the two main components of mobile attribution.

What is a touchpoint

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.

What is a conversion

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.

Process of mobile attribution

  1. Data Collection: The first step in mobile attribution is to collect data from different touchpoints. In order to collect the touchpoint data, mobile marketers use mobile attribution tools (MMPs) that track different touchpoints across multiple channels. MMPs use various technologies such as tracking links, S2S API, and referrers to track user behavior and gather data.
  2. Attribution Modeling: Attribution modeling assigns credit of a conversion to different touchpoints by calculating each touchpoint's contribution based on the modeling method. There are several methods of attribution modeling that can be used, such as last-click attribution, first-click attribution, multi-touch attribution, and many others. Each method assigns different weights to different touchpoints in the user's journey.
  3. Analysis: The data is analyzed to understand which touchpoints were most effective in driving conversions.

Why is mobile attribution important to mobile marketers? 

Understanding the user's journey

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.

Optimizing campaigns

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.

Measuring the effectiveness of marketing

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.

Identifying areas for improvement

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.

Making data-driven decisions

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.


How do you give attribution in an app?

The easiest and most popular way is to work with a Mobile Measurement Partner, which will help you with the tracking and attribution. 

What are the types of attribution?

There are 6 main types of attribution models – first-touch, last-touch, linear, time decay, U-shaped, multi-touch, and W-shaped multi-touch. 

Is attribution a good thing?

Yes. It helps advertisers allocate their budget to the right channels and make data-driven decisions. Marketers also need ad attribution to track and measure the success of their campaigns.

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