MyTracker expanded its analytics toolkit. Now you can gauge the performance of your advertising platforms even if users interact with an app and website from different devices.

Also, you now have tools to maximize your ad campaign results: send signals to advertising platforms based on cross-device user analytics in order to optimize buying traffic for large-audience projects.

How cross-platform attribution and reattribution works

MyTracker can identify the source that attracted or brought back a user, taking into account the platform of the devices on which the user opened the website or the app: Android, iOS, or Web. This helps to:

• identify the conversion source;
• analyze all past actions of the user on various devices and platforms.

With this technology, businesses can track the activity of their audience amid the following challenges:

• change of device after the user buys a new phone or when a computer is co-used by family or colleagues;
• use of various platforms: webpage, apps on different operating systems.

How attribution works if there is a new device or platform

The attribution mechanism matches new users with the ad. In other words, attribution identifies marketing campaigns, partners and channels that have resulted in the appearance or re-engagement of a new device or user.

Attribution allows you to measure the efficiency of ad campaigns and improve the quality of traffic.

• Using the New devices metric, you can measure the number of devices involved in installing an app or visiting a website.
• The New devices metric also allows you to identify the number of users that have been driven to the stage of creating an account in an app or on a website.

In the MyTracker interface, event-based metrics that show the device identifier are marked with d (in contrast to u for user-based metrics).

User attribution follows the same rules as device attribution. The only difference is the attributed event.

• For devices, this is an app install or the first hit on a website.
• For users, this is a sign up or another first event sent with the user identifier (launch, payment, etc.).

In general, user attribution can be described as follows:

1. The user views an ad or follows a link. MyTracker stores the click/view information.
2. The user signs up with a project and is given a unique identifier. MyTracker gets a registration event.
3. The first event sent with the user identifier is not limited to registration and can also be authorization, payment, etc. It is only possible if the user signs up with an app before the app developer has installed MyTracker SDK and configured the user identifier transfer. Using various attribution methods, MyTracker identifies the click or view that prompted the user to sign up

A click or view that caused the user to sign up with an app is not always the click or view that resulted in an install or first hit. For example, a user can sign up a week after an install following views of other ads.

How user reattribution works

Reattribution, or repeated attribution, helps to identify the ad campaign that has brought the user back to the project.

• Using the Reattribution metric, you can measure the efficiency of ad campaigns and the level of retention of the project audience.
• The Attribution metric allows you to measure the total number of new and re-engaged users, broken down by partner and ad campaign.

In the MyTracker interface, event-based metrics that show the user identifier are marked with u (in contrast to d for device-based metrics).

In general, user reattribution can be described as follows:

1. A user shows no activity for some time after signing in. Then MyTracker logs an event transferred with the user identifier. This could be a login, app launch, website visit, in-app impression, or payment.
2. MyTracker checks whether enough time has elapsed to record the user’s last action as a reattribution event (see the inactivity window).
3. If it is recorded as a reattribution event, MyTracker then identifies the source that has caused the user to return.

New level of ad campaign analytics – free of charge

MyTracker is the first solution to offer free cross-platform and cross-device attribution and analytics.

If your project has user accounts, try our tool to ensure seamless analytics for user behavior on various devices. With this data, you will be able to optimize traffic purchases based on past actions of the user on different platforms.

For more details on user tracking, check out our documentation.