{"id":28,"date":"2022-05-12T13:38:22","date_gmt":"2022-05-12T13:38:22","guid":{"rendered":"https:\/\/persona.ly\/glossary\/attribution\/types-of-attribution\/"},"modified":"2022-12-11T12:42:01","modified_gmt":"2022-12-11T12:42:01","slug":"types-of-attribution","status":"publish","type":"page","link":"https:\/\/persona.ly\/glossary\/attribution\/types-of-attribution\/","title":{"rendered":"Types of attribution"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">In order to discuss the different types of attribution in-depth, we need to first address the importance of attribution modeling.<\/p>\n\n\n\n<h2 class=\"wp-block-heading is-style-tape-blue\">Attribution Modeling<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Advertisers have a different set of goals for their users &#8211; be it installs, retention, or deposits and they use different marketing channels to reach these KPIs. In order to track the performance of each marketing channel and its ability to meet those set KPIs, they use an attribution platform.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Attribution modeling influences the way an advertiser attributes an event to a marketing channel. For example, three different marketing channels present User A with the same ad, one after the other, and then the user installs the app &#8211; should all 3 channels be credited equally? Should only the last marketing channel be credited? Should the ad with the biggest impact be credited? It depends on the chosen attribution model the advertiser chose.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Currently, the most commonly used attribution model is the <em>Last Touch Attribution<\/em>, but it\u2019s important to understand the alternative models. Though they may be perceived as more complex, you might find that they offer a more sensible solution.<\/p>\n\n\n\n<h2 class=\"wp-block-heading is-style-tape-blue\">Last Touch Attribution<\/h2>\n\n\n<aside class=\"inline-cta\">\t<div class=\"lead lead--inline\">\n\t\t<p class=\"lead__title\">Looking for app growth opportunities?<\/p>\n\t\t<p class=\"lead__text\">Leave your email and we\u2019ll get back to you!<\/p>\n\t\t<form class=\"lead-form\" novalidate data-placement=\"inline\">\n\t\t\t<label class=\"screen-reader-text\" for=\"lead-email-1\">Work email<\/label>\n\t\t\t<input class=\"lead-form__email\" id=\"lead-email-1\" type=\"email\" name=\"email\" autocomplete=\"email\" placeholder=\"Enter your email\" required>\n\t\t\t<button class=\"button button--green lead-form__submit\" type=\"submit\">Get in touch<\/button>\n\t\t\t<p class=\"lead-form__error\" role=\"alert\" hidden>Please enter a valid email address.<\/p>\n\t\t<\/form>\n\t\t<p class=\"lead-form__thanks\" role=\"status\" hidden>Thank you for your interest! Our team will contact you with more details.<\/p>\n\t<\/div>\n\t<\/aside>\n\n\n\n<p class=\"wp-block-paragraph\">The <em>Last Touch Attribution<\/em> model is the most common model and the reason for it might be its simplicity and the basic logic behind it. As the name implies, in a <em>Last Touch Attribution<\/em> model the marketing channel responsible for the last touch (i.e click that resulted in an install) is the one that gets the conversion attributed to it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s simple &#8211; a user clicked the ad and then installed the app, so this was the ad that led to a conversion. It\u2019s easy to go for this model since it\u2019s just straightforward.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1384\" height=\"1112\" src=\"https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2020\/05\/illustration_text_glossary_desktop_1.png\" alt=\"\" class=\"wp-image-25\" srcset=\"https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2020\/05\/illustration_text_glossary_desktop_1.png 1384w, https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2020\/05\/illustration_text_glossary_desktop_1-300x241.png 300w, https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2020\/05\/illustration_text_glossary_desktop_1-1024x823.png 1024w, https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2020\/05\/illustration_text_glossary_desktop_1-768x617.png 768w\" sizes=\"auto, (max-width: 1384px) 100vw, 1384px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">In the example above we can see that all three networks (A, B, and C) showed the user an ad that resulted in a click, but since the install happened after the click on Network C\u2019s ad, the install was attributed to it.<\/p>\n\n\n\n<div class=\"wp-block-group is-style-note\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<p class=\"note-title wp-block-paragraph\"><strong>An Open Lookback Window<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The install is attributed to the last network with an open lookback window. The install doesn\u2019t have to be a direct result of a click and happen momentarily after it, it can take place at any time during the defined lookback window.<\/p>\n<\/div><\/div>\n\n\n\n<h2 class=\"wp-block-heading is-style-tape-purple\">Other attribution models<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Alternative attribution models include models such as <em>First Click Attribution <\/em>and <em>Multi-touch Attribution,<\/em> offering models such as <a href=\"https:\/\/www.adjust.com\/blog\/what-is-multi-touch-attribution\/\">U-shaped (position-based) attribution, and W-shaped attribution<\/a>).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The concept of <em>Multi-touch Attribution <\/em>is to attribute an install to all marketing channels that had an impact on a user that led to a conversion, for various reasons relating to the ad formats used and the general way in which the channel is perceived by the marketer.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1382\" height=\"1058\" src=\"https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2020\/05\/illustration_text_glossary_desktop_2-1.png\" alt=\"Multi-touch attribution\" class=\"wp-image-26\" srcset=\"https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2020\/05\/illustration_text_glossary_desktop_2-1.png 1382w, https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2020\/05\/illustration_text_glossary_desktop_2-1-300x230.png 300w, https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2020\/05\/illustration_text_glossary_desktop_2-1-1024x784.png 1024w, https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2020\/05\/illustration_text_glossary_desktop_2-1-768x588.png 768w\" sizes=\"auto, (max-width: 1382px) 100vw, 1382px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">As the example above shows &#8211; there were, in this instance, two different touchpoints. The first one was a video ad (where a user watched a full video and then clicked the ad), the second was a small banner ad, after which the user installed the app. If the model used by the advertiser was last-touch attribution, then Network B would\u2019ve been attributed the install, though it may be argued that the video ad had more or similar impact on the user since it offers a <a href=\"https:\/\/www.adjust.com\/blog\/how-to-choose-the-right-ad-formats-for-your-app\/\">more engaging experience.<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In multi-touch, on the other hand, all (or some, according to the exact definition the advertiser set up) touchpoints are attributed for the install, as they all contributed to it. The way they are attributed depends on the chosen attribution model, for example, it could be split evenly between all touchpoints, or it could be by the type of ad &#8211; based on the understanding that a video ad offers a more immersive experience than a banner ad, it could be that the last touch gets the highest percentage, and so on.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Lookback Window<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">All attribution models are valid within a set time frame &#8211; that is the <em>Lookback Window<\/em>.\u00a0<br>A lookback window is a period of time in which a conversion may be attributed to a certain marketing channel (or multiple marketing channels, in the case of multi-touch attribution). Meaning, if a user clicked an ad by Network A and a couple of days later installed the app, the install will be attributed to channel A, only if the install happened within the set lookback window.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There are a couple of industry standards and, of course, a couple of exceptions, when it comes to lookback windows.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">7 Days Standard For Clicks<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Most networks and UA partners will work within the 7 days standard window for clicks, which means that if there\u2019s a gap smaller than 7 days between a click and an install &#8211; they will be attributed the install, but if there\u2019s a gap bigger than 7 days, they won\u2019t.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1382\" height=\"1058\" src=\"https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2020\/05\/illustration_text_glossary_desktop_4.png\" alt=\"7 days lookback window\" class=\"wp-image-27\" srcset=\"https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2020\/05\/illustration_text_glossary_desktop_4.png 1382w, https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2020\/05\/illustration_text_glossary_desktop_4-300x230.png 300w, https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2020\/05\/illustration_text_glossary_desktop_4-1024x784.png 1024w, https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2020\/05\/illustration_text_glossary_desktop_4-768x588.png 768w\" sizes=\"auto, (max-width: 1382px) 100vw, 1382px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">In the example above there are 3 networks involved in the user\u2019s funnel, all of them are set with an equal 7 days lookback window. Network B was the one to \u201cwin\u201d the install since Network A\u2019s click expired (there were more than 7 days between the click and the install) and Network C only had an impression (the user viewed the ad). Network B was still within the lookback window and served as the last click, thus it was attributed the install.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This window can be changed by the advertisers to better represent their needs.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">24 Hours for View-through Attribution<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The standard lookback window for view-through attribution is 24 hours. A view-through conversion occurs when a user sees an ad (i.e when there\u2019s an impression) and converts within 24 hours from viewing it. This means the install will be attributed to the network that showed the ad, <strong>unless<\/strong> there was an active click lookback window. If there\u2019s an active click lookback window, then an impression and an install within 24 hours of the impression &#8211; the click will win. A click lookback window is always more impactful than a view-through.<\/p>\n\n\n\n<div class=\"wp-block-group is-style-note-blue\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<p class=\"note-title wp-block-paragraph\"><strong>Remember &#8211; Clicks Beat Views<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In the last-click model, the last click with an open lookback window &#8211; gets the attribution. Clicks always beat views.<\/p>\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">24 Hours Fingerprinting Attribution<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">In most cases, in order to attribute a conversion, the attribution platform needs a device ID or some other <strong>unique identifier<\/strong> (such as Apple\u2019s IDFA and Google\u2019s Advertising ID). In cases in which a device ID isn\u2019t available (e.g, when an Apple user enables <a href=\"https:\/\/support.apple.com\/en-us\/HT202074\">Limited Ad Tracking<\/a>), a conversion will be attributed based on fingerprinting.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Fingerprinting uses parameters such as the device name, type, OS version, IP address, and more, in order to identify a device and match between its touchpoint and conversion. Since all of these parameters are subject to change (unlike a device ID) a fingerprinting attribution window is only open for 24 hours, to reduce the margin of error.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Fingerprinting is based on statistical probability and is not bulletproof by any means, but within a 24 hours window, and taking into account all of the publicly-available variables, it\u2019s highly accurate.<\/p>\n\n\n\n<div class=\"wp-block-group is-style-note\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<p class=\"note-title wp-block-paragraph\"><strong>Hidden Device IDs<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Out of all Android and iOS devices, a very small portion has their Device IDs hidden, and some UA partners will consciously choose to not target these devices.<\/p>\n<\/div><\/div>\n\n\n\n<h2 class=\"wp-block-heading is-style-tape-purple\">The Exceptions: Facebook, Google, and Twitter<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Facebook, Google, and Twitter are three major players in the digital marketing industry, and as such, they have the liberty to set their own terms when it comes to attribution.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There are two key points in which they act differently than the rest:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>They are all self-reporting networks. Instead of using an attribution platform to track their performance, they report it to the attribution platform (so advertisers can still access all of their performance data in one platform).<\/li>\n\n\n<li>They enforce their own attribution windows &#8211; Facebook with 28 days, Google with 30, and Twitter is more flexible, offering 5 pre-set windows: 1, 7, 14, 30, 60, or 90 days. Advertisers using these channels accept these windows, and their self reported data, as is.<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">These definitions allow the self-reporting networks to attribute conversions to themselves even if they don&#8217;t follow the attribution model defined for other channels (like last-click)<\/p>\n","protected":false},"excerpt":{"rendered":"<p>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 &#8211; be it installs, retention, or deposits and they use different marketing channels to reach these KPIs. In order to track the performance [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":6,"menu_order":3,"comment_status":"closed","ping_status":"closed","template":"","meta":{"gl_intro":"","gl_hero_image":0,"gl_subtitle":"","gl_icon":0,"gl_bullet":0,"gl_terms":"attribution models","gl_related":[],"gl_sidebar_items":"[{\"type\":\"image\",\"image\":29,\"frame\":\"polaroid\",\"caption\":\"\",\"url\":\"\"},{\"type\":\"note\",\"text\":\"Keep your eyes on the KPIs\",\"color\":\"pink\",\"url\":\"\"},{\"type\":\"image\",\"image\":30,\"frame\":\"none\",\"caption\":\"\",\"url\":\"\"},{\"type\":\"cta\"}]","gl_autolink_off":false,"gl_hidden":false,"footnotes":""},"class_list":["post-28","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Types of attribution - The UA Glossary - Persona.ly<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/persona.ly\/glossary\/attribution\/types-of-attribution\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Types of attribution - The UA Glossary - Persona.ly\" \/>\n<meta property=\"og:description\" content=\"In order to discuss the different types of attribution in-depth, we need to first address the importance of attribution modeling. 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