Category: Attribution

The importance of attribution, the different attribution models, how to choose an attribution platform, VTA windows, and more…

Mobile User Acquisition

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What is user acquisition? User acquisition, or in short, UA, is the process in which mobile apps (or other products) obtain new users through marketing. User acquisition in the context of mobile apps usually refers to a strategy built to achieve a significant volume of app installs to increase your user base or targeting high-value [...]

User Acquisition and Retargeting in iOS 14

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Changes Following the Removal of the IDFA Apple’s release of iOS14, scheduled sometime this fall (2020), is an update that will significantly change the Mobile Marketing industry. Aiming to protect the privacy of its users, Apple will now require publishers to show users to an opt-in dialog in order to have access to their IDFA [...]

Retargeting in the Programmatic Ecosystem

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Retargeting in Mobile Marketing Retargeting, also known as remarketing and re-engagement, refers to a marketing strategy in which advertising efforts are taken to reach existing inactive users. Users who installed and opened the app but have since been inactive.  There’s a tendency to differentiate between different retargeting audiences and the terms used to describe these [...]

View-Through Attribution

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  The issue of view-through attribution is a controversial one amongst advertisers. The debate is around the importance and perceived contribution of a view (i.e an impression) in otherwise seemingly organic conversion.  Some advertisers will claim that attributing any ad view, even a small banner ad, that had no user engagement or definitive proof that [...]

Why Attribution Matters

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Attribution is the ability to track the performance of each marketing effort and determine which of them are profitable and effective and which are not.  In today’s digital world it’s discussed mainly through the different marketing channels - if a Facebook ad led to an app download, a marketer can see a conversion through Facebook’s [...]

Mobile Measurement Platforms

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What are MMPs? MMP (mobile measurement platform) is a platform in which advertisers can track the performance of their different marketing channels. The platform provides data and insights that help advertisers better understand where they should be spending their marketing budgets.  At their most basic, MMPs track impressions, clicks, installs, and events, though today some [...]

Types of attribution

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In order to discuss the different types of attribution in-depth, we need to first address the importance of attribution modeling.  Attribution Modeling Advertisers have a different set of goals for their users - be it installs, retention, or deposits and they use different marketing channels to reach these KPIs. In order to track the performance [...]

Getting Ready for iOS 14.5 – An Extensive Guide for Mobile Marketers

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The release of iOS 14.5 is fast approaching. In order to help advertisers successfully transition, we’ve created this checklist. We’ve combined some of the basics along with some less-obvious and more than note-worthy changes.  We believe the combination of the two is a recipe for success. If you’ve already been through the basics - just [...]