One of the key elements to take into consideration when designing an app install campaign and working for the app campaign optimization, is the attribution model used. In the context of mobile app marketing, attribution models are the different ways in which advertisers can attribute conversions and results to an advertising campaign.
The main attribution models are last touch, multi-touch, and View-Through Attribution (VTA). As they provide different ways of attributing conversions to ads, knowing the differences between them is fundamental in order for you to set up a successful app install campaign and work for the app campaign optimization.
So, we will now explore them in detail, particularly highlighting the importance of enabling View-Through Attribution.
What Is View-Through Attribution?
While Click-Through Attribution (last touch or multi-touch) measures a conversion when users click on an ad, View-Through Attribution (VTA) also gives credit to impressions, when users see an ad and, without clicking on it, download the app within a certain time frame.
This time frame is called attribution window, and it is the period of time to “claim” a conversion — the app install — after a click on an ad or impression. In the case of View-Through Attribution, the attribution window is generally shorter than the CTA window (a few seconds, or minutes).
As there is no concrete and unmistakable link between the engagement with the ad and the app install, it is sometimes stated that with View-Through Attribution there is no certainty whether that install was driven by that given ad or not.
This is exactly why the VTA attribution window is shorter, so as to reduce the risk of attributing organic installs to app install campaigns.
The Importance Of View-Through Attribution For Your App Install Campaign
So, why is View-Through Attribution so important in the app campaign optimization?
- Firstly, as View-Through Attribution does not count only conversions driven by clicks but also those driven by impressions, it definitely is a good indicator for you to measure the app campaign ROAS and how your app install campaign is going.
- View-Through Attribution can actually give you a more complete overview of your app install campaign, because if you are only counting clicks, and you don’t have many of them, your campaign results may look poor and the app campaign ROAS negative.
On the other hand, you may have more conversions coming from impressions, so considering them when analyzing your results is important to measure your actual app install campaign performance and the app campaign ROAS.
- Enabling the View-Through Attribution model might be useful in your app campaign optimization, as the shorter attribution window indicates the effectiveness and relevance of your ads.
- Another way in which View-Through Attribution can help you increase your app campaign ROAS is the fact that this attribution model also works for post-install events, being therefore useful in CPA (Cost-Per-Action) campaigns as well.
The economic advantage of this is the fact that you can attribute post-install events to an impression and, by tracking those ads that led to conversions, you can lower your CPA — thus increasing the app campaign ROAS and achieving your app campaign optimization.
Click-Through Attribution Vs View-Through Attribution
If we want to compare the two attribution models, we firstly have to remember that, unlike View-Through Attribution (VTA), Click-Through Attribution (CTA) counts those conversions happening after a user’s click on an ad, tracking the event leading to conversion.
What the two attribution models have in common is the fact that they both use the last touch model, so that conversions are attributed either to the last click or the last impression.
However, we need to remember that clicks always prevail on impressions: if both clicks and impressions took place, that conversion will be attributed to the click, which is always a stronger touchpoint than impressions.
In conclusion, we can say that for app campaign optimization both models have their pros and cons, and it is also possible to adopt both of them in your app install campaign.
Still, keep in mind the importance of enabling View-Through Attribution for your app campaign optimization and to have a more complete overview of your app install campaign.
Impressions do generate a good volume, and with View-Through Attribution you actually give credit to all the ads which drove installs and conversion.
For this reason, it is significant for you to consider this aspect to work on your app campaign optimization and have a positive app campaign ROAS.