Moreover, mobile attribution is essential to optimizing funnels, campaigns, and the user experience. As it tracks user events and helps you understand user behavior when faced with paid activity, it ultimately allows you to improve all aspects of your app, ad spend, and creatives. Lastly, attribution will enable marketers to track their ROAS (return on ad spend) to ensure they’re spending money in the right places and gaining a high ROI (return on investment).

• Within the mobile attribution platform space, there are
  a few key players that offer varying functionality.
• Mobile OS provides basic tools
  for user identification, and these
  identifiers
  like AAID on
  Android and
  IDFA on
  iOS are
  key to the mobile attribution process.
• If there is no one between the ad network and the advertiser, then the network would control the ads and also define their performance.
• In simple terms, mobile attribution tracking allows you to see how your marketing campaign is performing and which steps users followed before downloading your app.
• A mind-boggling amount of data – 2.5 quintillion bytes – floods out of the connected devices we use every day.
• Mobile attribution resides at the intersection of marketing, data
  analytics, and engineering.

It also offers automation of data standardization and cost-and-ROI reporting. Contrary to first-click attribution, last-click attribution tracks the last ad users click on before installation. However, the problem with the last-click method is that it doesn’t always provide accurate attribution. For example, if an email campaign prompts a buying decision, but the user clicks on an AdWord ad, the marketing attribution automatically goes to AdWord and not your campaign. That said, last-click works best if you need insights into the action that drove the installation.

What can you learn from attribution reports?

However, for a split second, it redirects the user through Trackier, letting us receive the first data point. While Apple attribution issues continue, Google is attempting to take similar action with its Android operating system and Chrome browser. However, Google has approached the issue of privacy changes in a way that is much less disruptive to the marketing industry. Branch offers several tools as an MMP – including an engagement builder, SKAN support, fraud protection, and cost aggregation. They also have a “SafeTrack” feature, which helps remove the burden of privacy compliance from marketers.

SmartyAds DSP has been successfully connecting businesses of diverse industries with their audiences by programmatic targeting. Our DSP solution helps companies to achieve their strategic marketing goals due to efficient ad campaigns and their precise attribution. There are many different attribution models you can opt for, so you need to make a choice based on your specific needs. As a general rule of thumb, you should find a mobile attribution platform that has a robust security system in place to protect the information you receive.

The 2021 Apple iOS update and its impact on mobile attribution

Compare the results of several to see which one you can best optimize, and keep in mind that the more sophisticated the model, the more resources it will likely take to apply it. This gives you insights into which channels give you the best way of reaching your audience and how to convert them. In this example, the click engagement would be matched to the install, making Instagram the attributed channel. In today’s expansive digital landscape, marketers have access to seemingly endless amounts of data – but are they using that data to its full extent? Today’s consumer has more power than ever, and marketers have to meet their target audience where they are by determining which platforms they’re… Marketing intelligence can mean a lot of things and with so many platforms, data, and technologies available these days, the term is thrown around…