How does the Apptrove attribution model assign credit for installs and conversions?

Marketers use Apptrove’s attribution model to find out which advertisement, campaign or partner contributed to specific app installs or to events that occur within an app. When accurately keyed in, Apptrove grants marketers the insight that allows for evaluating campaign performance, better budget allocation and making more informed targeting decisions.

This article describes how the attribution model functions in Apptrove, as well as the key elements of install and event tracking.

Use of The Attribution Model To Attribute Installs

Apptrove’s last-touch attribution model allows for attribution of the most recent qualifying user interaction with your app (i.e. install/event) within a specified attribution window. When users interact with the ad in the form of a click, Apptrove captures the data related to that click. Captured click information includes device-level and campaign attributes. The attribution function processes these interactions in anticipation of being used to attribute installs at a later time.

App Is Installed

If a user downloads the app during the predetermined registration period – seven days by default – then the install will be attributed to the final validated click on the app after it is launched. You can change the attribution time frame in the Advertiser or Agency Dashboard settings.

When reviewing installations, the attribution model determines if the installation occurred within the time limit. If the installation resulted from multiple clicks, only the latest validated click will receive credit.

Tracking In-App Event Activity

Once a user installs the app, they can make purchases or register. All of these activities will be recorded back to the original source of the installation and will remain connected to that source until you’ve met any re-attribution requirements.

Apptrove allows you to see how successful each advertising campaign has been by combining the installations and the actions taken by users after they have installed the app.

Attribution Methods Used By Apptrove

There are two categories of attribution that Apptrove utilises in its attribution model:

Click-through Attribution: If the user clicks on the ad and installs the app within the attribution window, then the install is credited to the media source from which the user made the last valid click.

This is the default and primary method used for attribution.

View-Through Attribution (Optional)

View-through attribution is possible if needed, and when set up, it will track installs based on how many impressions were made, regardless of whether or not the user actually clicked on an ad during a defined Attribution Window.

In cases where both an impression and a click are present, the last click will take precedence under Last Touch Attribution. In particular, View-Through Attribution can be beneficial for campaigns where visibility is key to driving installs, for example, display campaigns, where impressions can be deep, but the volume of clicks may be low.

Multiple Source Interaction

Users can interact with many different ads before installing an application (for example they may have clicked on 2 unique ads throughout different media channels), and when evaluating multiple interactions, the attribution model will evaluate all valid interactions that occurred within the attribution window, and assign value to the last valid touch point, with earlier interactions being evaluated, but not credited for attribution purposes. This provides a consistent way to attribute installs across campaigns.

Re-Attribution Logic

Apptrove permits retaking of the attribution when a person reinstalls an app after deleting it for any time period after the allotted length of time set aside for determining inactivity. The default timeframe is 60 days, but this can be modified at will by the app owner. In the case of reinstalling an app, any new attributions would be listed as “re-attributable” and as such the new source for attribution will now be held responsible for any future in-app activity. Newly attributed sources will provide marketers with the means to effectively account for marketing-based approaches to previously inactive users.

Attributable information can also be found on the App platform’s interface, and the steps taken to review attribution info would include:

  1. Geolocation through the appropriate install log.
  2. Using the app appropriate to the install logs; and
  3. Using the filters as listed below to investigate records relating to the specified install:
  •  Agency
  • Geolocation
  • Install ID
  • GAID (Google Advertising ID)
  • Click ID

This log will provide a general description of the criteria used to determine whether each install received credit according to the Attribution Model.

Summary

Apptrove’s attribution methodology operates according to a last-touch system, where credit is allocated to the most recent applicable interaction within a designated About the Attributed Measurement System (AMS). 

Configurable attribution windows provide a view-through option for attribution; apptrove employs reattribution logic and provides log files of installs by device type, etc. 

Marketing professionals who have knowledge of the AMS will be able to accurately assess installation performance via basic data and assess how much impact each partner had on their overall success (installations), as well as be able to create accurate reports related to all their campaigns.



from Apptrove https://apptrove.com/how-attribution-model-assigns-credit-for-installs/
via Apptrove

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