Your app is the best application. You want everyone to know and make full use of it. So, you selected a number of media and started to run your ads on them. As a result, thousands of users have newly joined your app and started enjoying your app. However, you are not so sure about which media to give credit for new user acquisition, because there were too many media involved in the campaign journey. Also, you want to give more credits to the media who have brought relatively more active users to your service. There is a simple answer for this complexity: attribution. From this article, you will learn the basic concept of attribution.
The definition of the ‘mobile attribution’ is to determine an ‘install’ or ‘in-app event’ after the install can be credited to an engagement of a certain media source.
The general concept of ‘attribution’ is a journey to find the cause of certain result, and the same goes for the ad campaigns. If certain ‘results’ like new install, log-in or purchase have occurred after the campaign, it should be analyzed which media(‘cause’) was responsible for those results. Moreover, there should be solid standard to give legitimate credits for the media. All this line of processes can be taken as the ‘attribution’.
Attribution of adbrix
To diversify the attribution, adbrix has distinguished the user journey into two parts: 1) ‘Ad Touch’ to ‘App Open’ and 2) ‘App Open’ to ‘In-App Event’.
- The ‘Ad Touch’ is the very activity which the user gets involved in the ad campaign; clicks, impressions or video watch could be included as the ‘Ad Touch’.
- The ‘App Open’ is technically the same concept as the ‘install’ of the app. The SDK of adbrix starts tracking only after the user launches the app, so the time stamp of an app install equals the first launch of the application.
- The ‘In-App Event’ can vary depending on the application’s characteristics, but to name a few, it includes log-in or purchase.
- Given these into your mind, you can set the customized rules in each part to analyze the ad performances.
By setting rules on ‘Ad Touch’ to ‘App Open’ part, you will be able to answer the following questions.
Q1. Media ‘X’ has made a user ‘click’(ad touch) the ad. What should be the time limit before the user installs/opens the app in order to give the full credit to media ‘X’?
Q2. Which ‘Ad Touch’ takes priority in giving credits: clicks or impression?
Q3. Which attribution method takes priority within campaign strategy?
To see detailed elaboration on setting rules on ‘Ad Touch’ to ‘App Open’ part, and all the attribution methods the adbrix takes, please click on the following link: Attribution Modeling.
By setting rules on ‘App Open’ to ‘In-App Event’ part, you will be able to answer the following questions.
Q1. Is it the ‘New Install’ or the ‘Re-Install’, or the ‘Deeplink Open’ which has called for certain ‘In-App Event’, such as purchase or log-in.
Q2. How long did it take the ‘In-App Event’ to take place since the user has opened the app.
Q3. Would you take the ‘first touch’ or the ‘last touch’ viewpoint to give credit to ‘App Open’ attributions? (Would you like to give credit to the media which made your users engage in the ad for the first time or last time before the ‘App Open’?)
To see detailed elaboration on setting rules on ‘App Open’ to ‘In-App Event’ part, please click on the following link: Attribution Condition.