What Is Attribution?
Attribution is the process of identifying and assigning credit to the various marketing touch points that contributed to a desired customer action or event. This includes installs, specific channels, purchases, a sign-up, or conversion.
It is used by third-party marketing platforms and mobile measurement partners like Tenjin to distinguish between ad-driven and organic installs and also have an unbiased, normalized data from multiple sources.
Why Is Attribution Important?
Attribution helps marketers understand which channels, campaigns, or interactions influenced a customer's decision along their journey and conversion funnel.
Attribution tells you which sources your users are coming from and how they're using your services/products.
Attribution data also allows you to understand whether you are meeting your growth goal (ROI) and helps you strategize on how your mobile ad marketing budget can be spent by comparing campaign performance.
What Is Deterministic Attribution?
This method is used when advertising identifiers such as GAID for Android and IDFA for iOS are available.
What Is Probabilistic Attribution?
This method is used when advertising identifiers are not available and MMPs rely on alternative signals such as IP addresses.
What Are The Different Attribution Types?
Click-through: The app install is attributed to a click if the user installed the app after clicking on an ad such as interstitials, videos, and banners within the click attribution window set up by the advertiser.. Tenjin's default click attribution window is 7 days. .
View-through: The app install is attributed to a view if the user installed the app after viewing an ad within the view-through attribution window set up by the advertiser.. Tenjin's default view attribution window is 1 hour.
You can read more about Tenjin's attribution technology here.