{"id":71435,"date":"2024-04-09T13:03:23","date_gmt":"2024-04-09T13:03:23","guid":{"rendered":"https:\/\/adjoe.io\/?post_type=glossary&#038;p=71435"},"modified":"2025-06-20T18:03:30","modified_gmt":"2025-06-20T18:03:30","slug":"mobile-app-attribution","status":"publish","type":"glossary","link":"https:\/\/adjoe.io\/zh-tw\/glossary\/mobile-app-attribution\/","title":{"rendered":"Attribution"},"content":{"rendered":"\n<div class=\"glossary-description\">\n\t\t<div class=\"glossary-description__wrapper\">\n              <h1 class=\"glossary-description__title\">\n          What Is Mobile App Attribution?\n        <\/h1>\n      \t\t\t<div class=\"glossary-description__icon\"><\/div>\n\t\t\t<div class=\"glossary-description__text\">\n\t\t\t\tMobile app attribution helps mobile advertisers discover where their app users come from and how they behave inside the app.  <br><br>Advertisers benefit from attribution when they set up install and non-install campaigns because it allows them to better understand which channel or campaign has helped them acquire users \u2013 that is, they can understand how users have interacted with an ad and if the ad has led to an install. They can also track what their users do in an app after installing it.\n\t\t\t<\/div>\n\t\t<\/div>\n<\/div>\n\n\n\n<div class=\"glossary-takeaways\">\n\t<div class=\"container\">\n\t\t<div class=\"glossary-takeaways__wrapper\">\n\t\t\t<div class=\"glossary-takeaways__title\">\n\t\t\t\tKey Takeaways\n\t\t\t<\/div>\n\t\t\t<div class=\"glossary-takeaways__text\">\n\t\t\t\t<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><strong>Mobile app attribution<\/strong> helps advertisers understand which channel or campaign has helped them acquire users<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">View-through attribution and click-through mobile attribution specifically help UA managers see how users have reacted to their ads<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Mobile app attribution providers collect and share user data about device, ad campaign, advertising ID<\/span><\/li>\n<\/ul>\n\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">How Does Mobile App Attribution Work?<\/h2>\n\n\n\n<p>User acquisition teams often work with <a href=\"https:\/\/adjoe.io\/blog\/mobile-measurement-partner-mmp\/\" target=\"_blank\" rel=\"noreferrer noopener\">mobile attribution partners<\/a> to monitor the success of their ad campaigns and initiatives. They can do this by mobile attribution tracking certain events, such as app installs, user clicks, engagement, and <a href=\"https:\/\/adjoe.io\/glossary\/in-app-purchases\/\" target=\"_blank\" rel=\"noreferrer noopener\">in-app purchases<\/a>, for example.\u00a0<\/p>\n\n\n\n<p>They will look at two types of attribution to monitor how users react to their ads: view-through attribution or VTA (when users view an ad and then later install it). The install could happen in a matter of days after the user has viewed the ad. There is also click-through attribution (when users click on an ad and install an app).<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"820\" height=\"1024\" src=\"https:\/\/adjoe.io\/app\/uploads\/2024\/04\/click-through-attribution-and-view-through-attribution-820x1024.jpg\" alt=\"What is mobile app attribution? Mobile app attribution types- click-through attribution, view-through attribution \" class=\"wp-image-72581\" style=\"width:700px\" srcset=\"https:\/\/adjoe.io\/wp-content\/uploads\/2024\/04\/click-through-attribution-and-view-through-attribution-820x1024.jpg 820w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/04\/click-through-attribution-and-view-through-attribution-240x300.jpg 240w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/04\/click-through-attribution-and-view-through-attribution-768x959.jpg 768w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/04\/click-through-attribution-and-view-through-attribution-1230x1536.jpg 1230w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/04\/click-through-attribution-and-view-through-attribution-1640x2048.jpg 1640w\" sizes=\"auto, (max-width: 820px) 100vw, 820px\" \/><\/figure>\n\n\n\n<p>Various attribution models give credit to different user actions during their interaction with an app \u2013 these include&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>last-click attribution <\/strong>\u2013 credit is only assigned to the last action a user takes before the final conversion.<\/li>\n\n\n\n<li><strong>first-click attribution<\/strong> \u2013 credit is only assigned to the first action a user takes before the final conversion.<\/li>\n\n\n\n<li><strong>linear attribution<\/strong> \u2013 equal credit is assigned to all actions a user has taken before the final conversion.&nbsp;<br><\/li>\n<\/ul>\n\n\n\n<p>Other <strong>mobile attribution models<\/strong> include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Multi-touch attribution<\/li>\n\n\n\n<li>Time-decay attribution<\/li>\n\n\n\n<li>U-shaped attribution<\/li>\n\n\n\n<li>W-shaped attribution<\/li>\n\n\n\n<li>View-through attribution<\/li>\n<\/ul>\n\n\n\n<p>The final conversion is usually an install or re-engagement with an app. Apps must first determine which user actions and conversion events are most valuable to them to evaluate their marketing efforts \u2013 do they want to look at installs, in-app purchases, or engagement?<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What Data Is Collected by Attribution Providers?&nbsp;<\/h3>\n\n\n\n<p>The attribution provider \u2013 often a <a href=\"https:\/\/adjoe.io\/glossary\/mobile-measurement-partner-mmp\/\">mobile measurement partner (MMP)<\/a> \u2013 receives data points for user acquisition campaigns and shares this data with user acquisition managers. The MMP collects this data from ad networks and their <a href=\"https:\/\/adjoe.io\/glossary\/software-development-kit-sdk\/\">SDK<\/a> integrated in an advertiser\u2019s app. These data points include the following:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Device: <\/strong>This provides information about the device type (whether a tablet or mobile phone), name and model<\/li>\n\n\n\n<li><strong>Advertising ID:<\/strong> GAID for Android devices, IDFA for iOS devices<\/li>\n\n\n\n<li><strong>Campaign-specific details:<\/strong> This includes campaign ID, targeting group ID, creative set ID, name of campaign, <a href=\"https:\/\/adjoe.io\/glossary\/cost-per-install-cpi\/\">CPI<\/a> value, currency, view ID and ad click ID \u2013 this information is often determined through a tracking link<\/li>\n\n\n\n<li><strong>IP address<\/strong><\/li>\n\n\n\n<li><strong>User agent: <\/strong>This provides information about a user\u2019s browser and operating system<\/li>\n\n\n\n<li><strong>Install referrer<\/strong> (for Android only)<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"766\" src=\"https:\/\/adjoe.io\/app\/uploads\/2024\/06\/mobile-attribution-diagram-1024x766.png\" alt=\"How mobile app attribution works? \" class=\"wp-image-77580\" style=\"width:710px\" srcset=\"https:\/\/adjoe.io\/wp-content\/uploads\/2024\/06\/mobile-attribution-diagram-1024x766.png 1024w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/06\/mobile-attribution-diagram-300x224.png 300w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/06\/mobile-attribution-diagram-768x574.png 768w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/06\/mobile-attribution-diagram-1536x1149.png 1536w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/06\/mobile-attribution-diagram-2048x1531.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>These data points altogether help create a clearer picture of user behavior in an app and where these users have come from.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Why Is Mobile App Attribution Important?<\/h2>\n\n\n\n<p>Mobile attribution reports allow app marketers and user acquisition teams to monitor the effectiveness of their ad campaigns and marketing channels and subsequently identify initiatives to boost their KPIs \u2013 such as tweaking creatives to boost CTR \u2013 or adjusting CPI bids on certain channels or with certain audience segments to get higher <a href=\"https:\/\/adjoe.io\/glossary\/roas\/\" target=\"_blank\" rel=\"noreferrer noopener\">ROAS<\/a>.<\/p>\n\n\n\n<p>\u00a0It can help them understand their users\u2019 behavior at certain <a href=\"https:\/\/adjoe.io\/glossary\/in-app-events\/\" target=\"_blank\" rel=\"noreferrer noopener\">in-app events<\/a> and find the link between ad spend and the number of conversions.<\/p>\n\n\n\n<p>UA managers can observe how a user journey from a certain UA source \u2013&nbsp;such as Facebook \u2013 compares to another UA source.&nbsp;<\/p>\n\n\n\n<p>Privacy regulations have tightened over recent years, meaning that advertisers must ask for consent to obtain GAID and IDFA identifiers for tracking and attribution.&nbsp; This has made mobile app attribution more challenging; it is now more important than ever to track other data points \u2013 such as device ID and campaign-specific information \u2013 to understand app user behavior better.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Conclusion<\/h2>\n\n\n\n<p><strong>Mobile app attribution<\/strong> plays a essential role in the advertising ecosystem. With it, advertisers can monitor how well a campaign has performed and gain insights into how to refine future mobile marketing strategies and campaigns to acquire more users or re-engage them.\u00a0<\/p>\n\n\n\n<p>With privacy regulations becoming stricter for iOS and Android devices, it is more important to UA teams to fully utilize every insight gained from their attribution providers to ensure they are using their campaign budgets as wisely as possible.<\/p>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1707917872812\"><strong class=\"schema-faq-question\">What Is Mobile App Attribution?<br\/><\/strong> <p class=\"schema-faq-answer\">Mobile attribution tells mobile advertisers where their app users come from and how they behave inside an app.\u00a0<br\/><br\/>User acquisition teams look at two types of attribution to monitor how users react to their ads: view-through attribution or VTA (when users view an ad and then later install it). There is also click-through attribution (when users click on an ad and install an app).<br\/><br\/><\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1707917896473\"><strong class=\"schema-faq-question\">How Does Mobile App Attribution Work?<br\/><\/strong> <p class=\"schema-faq-answer\">User acquisition teams often work with mobile attribution service partners to track the progress of their ad marketing campaigns and initiatives. They can do this by looking at certain events, such as app installs, user clicks, user engagement, and in-app purchases, for example.<br\/><br\/><\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1707917927765\"><strong class=\"schema-faq-question\">Why Is Mobile Attribution Important?<br\/><\/strong> <p class=\"schema-faq-answer\">Mobile attribution analytics offers reports that help teams analyze the effectiveness of their ad campaigns and marketing channels. It helps identify ways to lift their KPIs \u2013 such as tweaking creatives or adjusting CPI bids to get higher ROAS.\u00a0<br\/><br\/><br\/><\/p> <\/div> <\/div>\n","protected":false},"author":41,"featured_media":71438,"menu_order":0,"template":"","ppma_author":[71],"class_list":["post-71435","glossary","type-glossary","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What is Mobile App Attribution and How It Works for Apps? | adjoe<\/title>\n<meta name=\"description\" content=\"What is mobile app attribution? 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