Mobile App Intelligence

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Mobile Attribution

Mobile attribution refers to crediting a marketing channel, partner, or campaign with a conversion or success metric. This is done by looking at analytics platforms that help marketers understand their campaigns and determine on which channels their media campaigns are most successful. For an install to be attributed correctly to an ad, multiple ad networks must provide unbiased information to the attribution firm.

Why is mobile attribution important?

Mobile attribution is important because it makes measuring advertising and marketing effectiveness possible. With with mobile advertising expected to reach $247.4 billion in 2020 globally, attribution can tell you which platforms, sites, and ad networks are generating actual advertising-based installs, and which advertising spends are essentially wasted money. Mobile attribution makes it possible to bridge the “air gap” Apple and to a lesser extent, Google enforces between sites and in-app advertising on one side and the actions of users installing apps and taking significant in-app actions on the other.

Without mobile attribution, advertising buyers must rely on the metrics offered by advertising networks and sites as to the effectiveness of their advertising. Without mobile attribution, it’s impossible to objectively measure the effectiveness of one campaign against another, of one ad against another.

Which mobile attribution is best for retail apps?

Mobile app attribution is complex and often difficult to determine, due to a lack of common industry standards and agreements between multiple parties that result in disagreement. There are many factors that contribute to app install attribution such as clicks, ad impressions, engagement within apps, and actions taken on social networks. In order to judge who gets paid, an attribution firm must keep track of all of the above app metrics. See full article for more details.

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