Attribution links new users to acquisition sources. In other words, attribution identifies campaigns, partners, and channels that result in new installs and first site visits, thus measuring the performance of your marketing campaigns and helping improve the quality of the audience you acquire.

How it works

In general, attribution may be described as follows:

  1. When a user, intrigued by an ad, goes to a website or an app store, MyTracker is notified of the relevant click or view event through a tracking link embedded in the ad.
  2. The user installs your app or visits your website. The SDK embedded in the app transmits this information to MyTracker’s server.
  3. The tracker associates the click or view event with a new user.

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

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 influences 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. If there are no clicks at all, attribution is always based on a click, even if the last event is a view.