Attribution Modeling

Mapendo Team
May 3, 2022
Attribution Modeling

Attribution Modeling

When setting up an app install campaign and working for its optimization, knowing all the different types of attribution modeling  is a crucial element. We will now discover more about attribution modeling and the different options available for an app install campaign.


What Is Attribution Modeling?

Attribution modeling is defined as the method used by advertisers to attribute conversions to advertising campaigns, giving credit to the touchpoints leading to conversions, such as app installs or in-app events. So, through attribution modeling, advertisers can identify the most effective marketing activities and channels, thus helping further decisions and budget allocation for the app install campaign.

In the field of mobile app marketing, there are different kinds of attribution modeling:

  • Last touch
  • Multi-touch
  • View-through

The first attribution model, last touch, is the standard one and it matches a conversion with the last interaction – last touch – a user had with an ad or campaign.

On the other hand, with the multi-touch attribution modeling, conversions are attributed, to different degrees and importance, to different channels and traffic sources responsible for touchpoints; this can happen both on one single device and across different devices (mobile, TV, etc.).

In other words, all media channels involved in the user’s experience leading to the conversion are given credit – and rewarded with different fractions of the payout.

Differently from the first two types of attribution modeling, view-through attribution (VTA) works counting conversions coming from impressions, and not from clicks. Also in this case, last touch attribution is applied, so that credit for a conversion is always given to the last impression occurred before the app install or some other in-app events. 

Still, it is important to highlight the fact that if both clicks and impressions took place, the conversion would be attributed to clicks, which are always stronger touchpoints than impressions.

Why Is Attribution Modeling Important?

Attribution modeling is fundamental in any app install campaign and measurement, as it provides a way for advertisers to attribute results and conversions and, as a consequence, to understand which ads or traffic sources were more effective in finding new users and driving conversions.

Through attribution modeling, advertisers can assess the performance of an app install campaign and its marketing effort, also to make more considerate decisions on which channels to use for future marketing and user acquisition strategy.

In brief, attribution modeling definitely plays a key role both for advertisers and ad networks in keeping track of the users’ journey and profiting from the users’ engagement with ads.

What You Need To Know About Attribution Modeling?

  • Attribution modeling is the rule used in an app install campaign to attribute conversions to ads and marketing campaigns;
  • Through attribution modeling we can identify the touchpoints leading to conversions;
  • The main types of attribution modeling are last touch, multi-touch, and view-through attribution;
  • It is an important resource to give credit to the channels prompting conversions and identify the most effective ones;
  • For this reason, attribution modeling is also an important resource in allocating the available budget on the most effective channels, raising the app install campaign ROAS and, in general, for app campaign optimization.