{"id":8510,"date":"2020-10-29T07:29:00","date_gmt":"2020-10-29T07:29:00","guid":{"rendered":"https:\/\/tenjin.com\/?p=8510"},"modified":"2026-04-14T08:49:23","modified_gmt":"2026-04-14T08:49:23","slug":"attribution-modeling-ios","status":"publish","type":"post","link":"https:\/\/tenjin.com\/vi\/blog\/attribution-modeling-ios\/","title":{"rendered":"M\u00f4 h\u00ecnh quy thu\u1ed9c \u2013 m\u1ed9t ph\u01b0\u01a1ng ph\u00e1p m\u1edbi v\u00e0 c\u1ea3i ti\u1ebfn \u0111\u1ec3 \u0111o l\u01b0\u1eddng hi\u1ec7u qu\u1ea3 qu\u1ea3ng c\u00e1o tr\u00ean iOS"},"content":{"rendered":"<p class=\"wp-block-paragraph\">T\u1eeb n\u0103m 2021, c\u00e1c nh\u00e0 qu\u1ea3ng c\u00e1o tr\u00ean iOS s\u1ebd kh\u00f4ng th\u1ec3 t\u00ednh to\u00e1n c\u00e1c ch\u1ec9 s\u1ed1 nh\u00f3m \u0111\u1ed1i t\u01b0\u1ee3ng ch\u00ednh, nh\u01b0 ROI hay LTV, cho ph\u1ea7n l\u1edbn c\u00e1c chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o c\u1ee7a h\u1ecd. \u0110i\u1ec1u n\u00e0y t\u1ea1o ra m\u1ed9t m\u00f4 h\u00ecnh m\u1edbi, trong \u0111\u00f3 c\u1ea3 c\u00e1c nh\u00e0 xu\u1ea5t b\u1ea3n \u1ee9ng d\u1ee5ng di \u0111\u1ed9ng l\u1eabn c\u00e1c nh\u00e0 cung c\u1ea5p d\u1ecbch v\u1ee5 \u0111\u1ec1u c\u1ea7n ph\u1ea3i \u0111\u1ed5i m\u1edbi \u0111\u1ec3 th\u00e0nh c\u00f4ng. T\u1ea1i Tenjin, ch\u00fang t\u00f4i \u0111ang t\u1eadp trung n\u1ed7 l\u1ef1c v\u00e0o vi\u1ec7c x\u00e2y d\u1ef1ng m\u1ed9t ph\u01b0\u01a1ng ph\u00e1p m\u1edbi \u0111\u1ec3 ph\u00e2n b\u1ed5 l\u01b0\u1ee3t c\u00e0i \u0111\u1eb7t cho c\u00e1c chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb \u2013 M\u00f4 h\u00ecnh ph\u00e2n b\u1ed5 (Attribution Modeling).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Trong v\u00e0i th\u00e1ng qua, ch\u00fang t\u00f4i \u0111\u00e3 nghi\u00ean c\u1ee9u v\u00e0 ph\u00e1t tri\u1ec3n m\u1ed9t m\u00f4 h\u00ecnh ho\u00e0n to\u00e0n m\u1edbi \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh ngu\u1ed3n g\u1ed1c ng\u01b0\u1eddi d\u00f9ng trong b\u1ed1i c\u1ea3nh m\u1edbi, nh\u1eb1m ph\u1ee5c v\u1ee5 cho c\u00e1c ho\u1ea1t \u0111\u1ed9ng ti\u1ebfp th\u1ecb v\u00e0 gi\u00fap c\u00e1c nh\u00e0 qu\u1ea3ng c\u00e1o \u0111\u01b0a ra nh\u1eefng quy\u1ebft \u0111\u1ecbnh s\u00e1ng su\u1ed1t.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">C\u00e1c nh\u00e0 ph\u00e1t tri\u1ec3n c\u1ea7n xem x\u00e9t l\u1ea1i ph\u01b0\u01a1ng ph\u00e1p \u0111o l\u01b0\u1eddng ROI d\u1ef1a tr\u00ean IDFA, v\u00ec ph\u01b0\u01a1ng ph\u00e1p n\u00e0y s\u1ebd ch\u1ec9 bao g\u1ed3m 20% l\u01b0u l\u01b0\u1ee3ng truy c\u1eadp.<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Do&nbsp;<a href=\"https:\/\/developer.apple.com\/news\/?id=hx9s63c5&amp;1599152522\">C\u00e1c h\u1ea1n ch\u1ebf s\u1eafp t\u1edbi c\u1ee7a IDFA<\/a>, ph\u01b0\u01a1ng ph\u00e1p quy thu\u1ed9c x\u00e1c \u0111\u1ecbnh s\u1ebd kh\u00f4ng c\u00f2n \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng tr\u00ean iOS.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>T\u1ea1i sao c\u00e1c nh\u00e0 qu\u1ea3ng c\u00e1o tr\u00ean iOS l\u1ea1i kh\u00f4ng th\u1ec3 t\u1ed1i \u01b0u h\u00f3a l\u01b0u l\u01b0\u1ee3ng truy c\u1eadp c\u1ee7a h\u1ecd nh\u01b0 tr\u01b0\u1edbc \u0111\u00e2y?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Ch\u1ee7 y\u1ebfu l\u00e0 v\u00ec hai l\u00fd do:<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">1) Ch\u1ec9 s\u1ed1 ROI v\u00e0 LTV theo nh\u00f3m \u0111\u1ed1i t\u01b0\u1ee3ng ch\u1ec9 c\u00f3 th\u1ec3 t\u00ednh \u0111\u01b0\u1ee3c nh\u1edd ph\u01b0\u01a1ng ph\u00e1p ph\u00e2n b\u1ed5 x\u00e1c \u0111\u1ecbnh (d\u1ef1a tr\u00ean IDFA), trong \u0111\u00f3 100% gi\u00e1 tr\u1ecb \u0111\u01b0\u1ee3c g\u00e1n cho m\u1ed9t l\u1ea7n nh\u1ea5p chu\u1ed9t ho\u1eb7c hi\u1ec3n th\u1ecb c\u1ee5 th\u1ec3. Tuy nhi\u00ean, v\u00e0o n\u0103m 2021, ph\u01b0\u01a1ng ph\u00e1p ph\u00e2n b\u1ed5 x\u00e1c \u0111\u1ecbnh s\u1ebd ch\u1ec9\u00a0<a href=\"https:\/\/blog.tenjin.com\/new-rules-of-attribution-ios-14\/\">d\u00e0nh cho nh\u1eefng ng\u01b0\u1eddi d\u00f9ng \u0111\u00e3 \u0111\u0103ng k\u00fd tham gia<\/a>. Ch\u00fang t\u00f4i \u0111\u00e3 \u01b0\u1edbc t\u00ednh\u00a0<a href=\"https:\/\/blog.tenjin.com\/ios-14-attribution-san\/\">con s\u1ed1 n\u00e0y l\u00e0 20% d\u00e0nh cho c\u00e1c h\u1ec7 th\u1ed1ng l\u01b0u tr\u1eef m\u1ea1ng (SAN) v\u00e0o th\u00e1ng 7 v\u1eeba qua<\/a>. Con s\u1ed1 th\u1ef1c t\u1ebf c\u00f3 th\u1ec3 th\u1ea5p h\u01a1n v\u00ec m\u1ed9t s\u1ed1 SAN c\u00f3 th\u1ec3 ho\u00e0n to\u00e0n kh\u00f4ng thu th\u1eadp IDFA \u2013\u00a0<a href=\"https:\/\/www.facebook.com\/audiencenetwork\/news-and-insights\/preparing-audience-network-for-ios14\/?locale=en_US&amp;draft=306506763767413\">V\u00ed d\u1ee5 t\u1eeb Facebook<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">2) Theo thi\u1ebft k\u1ebf, SKAdNetwork kh\u00f4ng \u0111o l\u01b0\u1eddng ho\u1ea1t \u0111\u1ed9ng d\u00e0i h\u1ea1n c\u1ee7a ng\u01b0\u1eddi d\u00f9ng. B\u1ea1n c\u00f3 th\u1ec3 t\u00ecm hi\u1ec3u th\u00eam v\u1ec1 v\u1ea5n \u0111\u1ec1 n\u00e0y t\u1ea1i\u00a0<a href=\"https:\/\/blog.tenjin.com\/ios-14-mmp-free-publisher-guide\/\">h\u01b0\u1edbng d\u1eabn n\u00e0y<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">N\u00f3i m\u1ed9t c\u00e1ch \u0111\u01a1n gi\u1ea3n, n\u1ebfu b\u1ea1n mu\u1ed1n \u0111o l\u01b0\u1eddng ROI c\u1ee7a chi\u1ebfn d\u1ecbch cho h\u01a1n 20% ng\u01b0\u1eddi d\u00f9ng, b\u1ea1n s\u1ebd c\u1ea7n ph\u1ea3i thay \u0111\u1ed5i c\u00e1ch ti\u1ebfp c\u1eadn d\u1eef li\u1ec7u qu\u1ea3ng c\u00e1o c\u1ee7a m\u00ecnh.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u0110\u1ebfn cu\u1ed1i n\u0103m 2021, ch\u00fang t\u00f4i d\u1ef1 \u0111o\u00e1n c\u00e1c nh\u00e0 xu\u1ea5t b\u1ea3n ti\u00ean ti\u1ebfn nh\u1ea5t s\u1ebd chuy\u1ec3n t\u1eeb m\u00f4 h\u00ecnh x\u00e1c \u0111\u1ecbnh sang m\u1ed9t m\u00f4 h\u00ecnh kh\u00e1c.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">M\u00f4 h\u00ecnh h\u00f3a ngu\u1ed3n g\u1ed1c l\u00e0 m\u1ed9t c\u00e1ch ti\u1ebfp c\u1eadn m\u1edbi \u0111\u1ed1i v\u1edbi d\u1eef li\u1ec7u ti\u1ebfp th\u1ecb<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">V\u1eady, s\u1ef1 kh\u00e1c bi\u1ec7t gi\u1eefa m\u00f4 h\u00ecnh ph\u00e2n b\u1ed5 v\u00e0 ph\u00e2n b\u1ed5 x\u00e1c \u0111\u1ecbnh l\u00e0 g\u00ec?<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ph\u00e2n b\u1ed5 x\u00e1c \u0111\u1ecbnh \u2013 ng\u01b0\u1eddi d\u00f9ng \u0111\u01b0\u1ee3c thu h\u00fat s\u1ebd \u0111\u01b0\u1ee3c ph\u00e2n b\u1ed5 cho m\u1ed9t ngu\u1ed3n qu\u1ea3ng c\u00e1o d\u1ef1a tr\u00ean t\u00edn hi\u1ec7u cu\u1ed1i c\u00f9ng nh\u1eadn \u0111\u01b0\u1ee3c;<\/li>\n\n\n\n<li>M\u00f4 h\u00ecnh h\u00f3a ngu\u1ed3n g\u1ed1c \u2013 m\u1ed7i ng\u01b0\u1eddi d\u00f9ng m\u1edbi \u0111\u01b0\u1ee3c g\u00e1n c\u00e1c x\u00e1c su\u1ea5t \u0111\u1ed9c l\u1eadp cho vi\u1ec7c h\u1ecd \u0111\u1ebfn t\u1eeb c\u00e1c ngu\u1ed3n ti\u1ebfp th\u1ecb kh\u00e1c nhau, d\u1ef1a tr\u00ean c\u00e1c t\u00edn hi\u1ec7u \u0111\u1ea7u v\u00e0o kh\u00e1c nhau.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">M\u00f4 h\u00ecnh ph\u00e2n b\u1ed5 (Attribution Modeling) nghe c\u00f3 v\u1ebb kh\u00e1c bi\u1ec7t \u1edf b\u1ec1 ngo\u00e0i, nh\u01b0ng vi\u1ec7c g\u00e1n x\u00e1c su\u1ea5t kh\u00f4ng ph\u1ea3i l\u00e0 \u0111i\u1ec1u m\u1edbi m\u1ebb trong ng\u00e0nh c\u1ee7a ch\u00fang ta. H\u00e3y l\u1ea5y v\u00ed d\u1ee5 v\u1ec1 m\u00f4 h\u00ecnh ph\u00e2n b\u1ed5 theo l\u1ea7n nh\u1ea5p cu\u1ed1i c\u00f9ng (last-click attribution). \u0110\u00e2y l\u00e0 ti\u00eau chu\u1ea9n chung c\u1ee7a to\u00e0n ng\u00e0nh, theo \u0111\u00f3 to\u00e0n b\u1ed9 c\u00f4ng lao (x\u00e1c su\u1ea5t 100%) cho vi\u1ec7c c\u00e0i \u0111\u1eb7t \u1ee9ng d\u1ee5ng \u0111\u01b0\u1ee3c g\u00e1n cho l\u1ea7n nh\u1ea5p chu\u1ed9t cu\u1ed1i c\u00f9ng, b\u1ea5t k\u1ec3 c\u00e1c t\u00edn hi\u1ec7u kh\u00e1c (l\u1ea7n hi\u1ec3n th\u1ecb, c\u00e1c l\u1ea7n nh\u1ea5p chu\u1ed9t kh\u00e1c) \u0111\u00e3 di\u1ec5n ra \u0111\u1ec3 d\u1eabn \u0111\u1ebfn vi\u1ec7c c\u00e0i \u0111\u1eb7t n\u00e0y.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">N\u0103m 2021, c\u00e1c nh\u00e0 xu\u1ea5t b\u1ea3n \u1ee9ng d\u1ee5ng di \u0111\u1ed9ng s\u1ebd ph\u1ea3i t\u00ecm c\u00e1ch t\u1eadn d\u1ee5ng c\u00e1c t\u00edn hi\u1ec7u \u00edt x\u00e1c \u0111\u1ecbnh h\u01a1n, b\u1edfi v\u00ec ph\u01b0\u01a1ng ph\u00e1p ph\u00e2n b\u1ed5 x\u00e1c \u0111\u1ecbnh d\u1ef1a tr\u00ean \u201cl\u1ea7n nh\u1ea5p cu\u1ed1i c\u00f9ng\u201d (last click deterministic attribution) \u0111\u00f2i h\u1ecfi ph\u1ea3i c\u00f3 IDFA. Ng\u01b0\u1ee3c l\u1ea1i v\u1edbi suy ngh\u0129 th\u00f4ng th\u01b0\u1eddng, vai tr\u00f2 c\u1ee7a c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb s\u1ebd \u0111\u00f2i h\u1ecfi ph\u1ea3i ph\u00e2n t\u00edch d\u1eef li\u1ec7u NHI\u1ec0U H\u01a0N, ch\u1ee9 kh\u00f4ng ph\u1ea3i \u00edt \u0111i. C\u00e1c nh\u00e0 xu\u1ea5t b\u1ea3n \u1ee9ng d\u1ee5ng di \u0111\u1ed9ng s\u1ebd c\u1ea1nh tranh v\u1ec1 \u0111\u1ed9 ch\u00ednh x\u00e1c c\u1ee7a c\u00e1c m\u00f4 h\u00ecnh d\u1ef1 \u0111o\u00e1n khi x\u00e1c \u0111\u1ecbnh ngu\u1ed3n g\u1ed1c c\u1ee7a ng\u01b0\u1eddi d\u00f9ng d\u1ef1a tr\u00ean c\u00e1c t\u00edn hi\u1ec7u kh\u00f4ng x\u00e1c \u0111\u1ecbnh.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">M\u00f4 h\u00ecnh ph\u00e2n b\u1ed5 c\u1ee7a Tenjin s\u1ebd \u0111\u01b0\u1ee3c t\u00edch h\u1ee3p v\u00e0o c\u00e1c quy tr\u00ecnh l\u00e0m vi\u1ec7c hi\u1ec7n c\u00f3 nh\u1eb1m n\u00e2ng cao ch\u1ea5t l\u01b0\u1ee3ng c\u00e1c s\u1ea3n ph\u1ea9m hi\u1ec7n c\u00f3.<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u0110\u1ed9i ng\u0169 c\u1ee7a ch\u00fang t\u00f4i \u0111ang ph\u00e1t tri\u1ec3n m\u00f4 h\u00ecnh MVP \u0111\u1ea7u ti\u00ean, gi\u00fap kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 x\u00e2y d\u1ef1ng m\u00f4 h\u00ecnh ph\u00e2n b\u1ed5 d\u1ef1a tr\u00ean d\u1eef li\u1ec7u t\u1eeb SKAdNetwork v\u00e0 c\u00e1c ngu\u1ed3n kh\u00e1c tu\u00e2n th\u1ee7 c\u00e1c y\u00eau c\u1ea7u v\u1ec1 quy\u1ec1n ri\u00eang t\u01b0 c\u1ee7a Apple.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C\u00f3 m\u1ed9t \u0111i\u1ec1u c\u1ea7n l\u00e0m r\u00f5 ngay t\u1eeb \u0111\u1ea7u khi ch\u00fang ta n\u00f3i v\u1ec1 M\u00f4 h\u00ecnh ph\u00e2n b\u1ed5 trong Tenjin:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>M\u00f4 h\u00ecnh ph\u00e2n b\u1ed5 c\u1ee7a Tenjin kh\u00f4ng ph\u1ea3i l\u00e0 phi\u00ean b\u1ea3n \u0111\u01b0\u1ee3c \u201ct\u00e1i thi\u1ebft k\u1ebf\u201d c\u1ee7a c\u00f4ng ngh\u1ec7 nh\u1eadn d\u1ea1ng d\u1ea5u v\u00e2n tay. \u0110\u00e2y l\u00e0 m\u1ed9t s\u1ea3n ph\u1ea9m ho\u00e0n to\u00e0n m\u1edbi.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">T\u00f4i c\u1ea3m th\u1ea5y c\u1ea7n ph\u1ea3i nh\u1ea5n m\u1ea1nh r\u00f5 r\u00e0ng r\u1eb1ng thu\u1eadt ng\u1eef \u2018ph\u00e2n b\u1ed5 x\u00e1c su\u1ea5t\u2019 hi\u1ec7n nay \u0111ang b\u1ecb l\u1ea1m d\u1ee5ng r\u1ea5t nhi\u1ec1u, v\u00e0 nhi\u1ec1u nh\u00e0 cung c\u1ea5p \u0111ang s\u1eed d\u1ee5ng n\u00f3 \u0111\u1ec3 che \u0111\u1eady m\u1ed9t ph\u01b0\u01a1ng ph\u00e1p th\u1ef1c ch\u1ea5t ch\u1ec9 l\u00e0 ph\u00e2n b\u1ed5 d\u1ef1a tr\u00ean d\u1ea5u v\u00e2n tay. \u0110\u1ec3 l\u00e0m r\u00f5, ch\u00fang t\u00f4i kh\u00f4ng \u00e1p d\u1ee5ng ph\u01b0\u01a1ng ph\u00e1p \u0111\u00f3 trong m\u00f4 h\u00ecnh ph\u00e2n b\u1ed5 c\u1ee7a m\u00ecnh. V\u00e0 \u0111\u00f3 ch\u00ednh l\u00e0 l\u00fd do t\u1ea1i sao ch\u00fang t\u00f4i quy\u1ebft \u0111\u1ecbnh s\u1eed d\u1ee5ng thu\u1eadt ng\u1eef \u201cM\u00f4 h\u00ecnh ph\u00e2n b\u1ed5\u201d thay v\u00ec \u201cph\u00e2n b\u1ed5 x\u00e1c su\u1ea5t\u201d.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ch\u00fang t\u00f4i tin t\u01b0\u1edfng m\u1ea1nh m\u1ebd r\u1eb1ng, gi\u1ed1ng nh\u01b0 ph\u01b0\u01a1ng ph\u00e1p quy thu\u1ed9c x\u00e1c \u0111\u1ecbnh trong th\u1eddi k\u1ef3 IDFA, M\u00f4 h\u00ecnh h\u00f3a quy thu\u1ed9c s\u1ebd tr\u1edf th\u00e0nh m\u1ed9t ti\u00eau chu\u1ea9n m\u1edbi cho c\u00e1c nh\u00e0 qu\u1ea3ng c\u00e1o trong th\u1eddi k\u1ef3 SKAdNetwork.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">N\u1ebfu b\u1ea1n mu\u1ed1n tr\u1edf th\u00e0nh m\u1ed9t trong nh\u1eefng ng\u01b0\u1eddi \u0111\u1ea7u ti\u00ean \u00e1p d\u1ee5ng M\u00f4 h\u00ecnh G\u00e1n ngu\u1ed3n, h\u00e3y g\u1eedi email cho ch\u00fang t\u00f4i theo \u0111\u1ecba ch\u1ec9&nbsp;<a href=\"mailto:info@tenjin.com\">info@tenjin.com<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Starting from 2021, advertisers on iOS won\u2019t be able to calculate key cohort metrics, like ROI or LTV, for most of their ad campaigns. This creates a new paradigm where both mobile publishers and vendors will need to innovate to succeed. At Tenjin, we are focusing our efforts on building a new type of methodology&#8230;<\/p>","protected":false},"author":5,"featured_media":8511,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[8],"tags":[],"class_list":["post-8510","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mobile-marketing-trends"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Attribution Modeling IOS | Tenjin<\/title>\n<meta name=\"description\" content=\"Learn how attribution modeling works on iOS and discover approaches for measuring campaign performance in a privacy-first ecosystem.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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