What is Attribution?
Mobile attribution, also known as mobile app tracking, is the science of matching two data points, such as attributing spend to user engagement, or installs based on certain variables. Attribution creates an understanding of what happens when a user interacts, or does not interact, with a mobile advert pointing towards an app.
Successful mobile app attribution covers the entirety of the conversion funnel. It finds out whether a user does or doesn’t react upon seeing an advert; it determines whether or not a user installs an app after seeing an advert; it determines how a user behaves after installing.
While mobile app tracking helps advertisers and marketers understand individual users, it can also help marketers identify relevant cohorts, identify groups that do (or don’t) respond to creatives, and determine how they behave in-app by tracking key events (such as an IAP purchase or an ad view).
Why is Attribution Important?
Attribution figures out the number of ad dollars spent on the number of conversions gained, and is the main figure in determining app advertising success. Without accurate attribution, advertisers, partners and app makers wouldn’t know how much has been spent per ad, and how much a successful conversion pays out.
Furthermore, mobile app attribution is essential for optimization of all kinds. By tracking user events, and understanding how users behave when faced with paid activity, you can change and improve almost every aspect of your app, your creatives, and your spend.
Attribution affects the entire mobile ad ecosystem, from determining how much ad space costs, to how well a campaign has performed, another reason that makes it a fundamentally important aspect of mobile marketing.
Reference: “Adjust,” Retrieved – 23 April 2018