Attribution

Attribution links new users to acquisition sources. In other words, attribution identifies campaigns, partners, and channels that result in new installs, user registrations, and first site visits.

Based on the attribution results, you can measure the performance of your marketing campaigns and improve the traffic quality.

How it works

In general, attribution may be described as follows:

  1. The user interacts with the ad. MyTracker is notified of the relevant click or view event through a tracking link embedded in the ad.
  2. The user appears in the application for the first time. The SDK embedded in the app transmits this information to MyTracker’s server.
  3. MyTracker attributes the click or view event to the new user.

The attributed event ("user appearance") can be an installation, first site visit, registration, etc., it depends on the app platform and the audience type (users or devices). Different attribution schemes are described below.

You can control the attribution process through the Attribute window settings for Post click and Post view conversions.

Mobile attribution

Mobile attribution determines which clicks and views delivered app installs. The "Install" event occurs after the user downloaded and launched the app on the device for the first time. If there was no launch, MyTracker will not log the installation.

For mobile attribution, integrate MyTracker SDK in your app and use tracking links in campaigns.

See also Pre-install tracking and DOOH tracking

Web attribution

Web attribution determines which clicks and views delivered first hits (first site visits). The "first hit" event occurs after the user opened your website for the first time, whether on a desktop device or in a mobile browser.

For web attribution, add web counter on your website and use tracking links in campaigns.

For details, refer to the Web tracking section

User attribution

User attribution determines which clicks and views brought new users.

A "new user" event is logged when MyTracker tracked the first event with the user ID. This can be a registration, launch, payment, custom event, etc.

For user attribution, pass user identifier through MyTracker SDK or web counter and use tracking links in campaigns.

For details, refer to the User tracking section

Attribution window

The Attribution window is a timeframe within which MyTracker finds click and impressions that brought new users. The window is counted from an install or a first site visit to back in time. Any event detected within this window is attributed using the last click attribution model; if there are no events, the install is assumed to be organic.

MyTracker uses the last click attribution model that links app installation to the last click on the ad.

For example, if you have two marketing partners, and several clicks and impressions have been tracked, only the last event within the attribution window (Click 2) will be attributable.

In general, the size of the attribution window affects the audience size attributed to a marketing campaign: a larger attribution window results in more events attributed to tracking links, while a smaller window would result in a higher number of organic events that are not associated with any marketing campaign.

For more details on configuring attribution windows, refer to Attribution settings

Post click and Post view

MyTracker supports Post click and Post view conversions.

Post click attribution is based on specific user actions, such as clicking on a link, banner, etc. Whenever you have a link to a click URL embedded in an ad, MyTracker will track click conversions.

Post view attribution does not imply direct user-ad interaction. MyTracker merely links two events — an ad view and subsequent app installation or first website visit. To enable Post view attribution, the ad network must support impression pixels. Such pixels are downloaded when users view ads and log device properties that may be used to associate ad views with app installs and first website visit.

By default Post click and Post view attribution is enabled for all new projects. For details on how to disable some methods or change the attribution window, refer to Attribution settings.

Post click tracking ranks higher than Post view, since the latter is less accurate and prone to fraud. Attribution is always based on a click, even if the last event is a view. Only if there are no clicks at all is view-through attribution possible.