<div class="sub-cat-page-holder"><div class="sub-cat-page-img"><img src="https://persona.ly/glossary/wp-content/uploads/2020/02/group-21.svg"/></div><div class="sub-cat-page-h-holder"><h2 class="sub-cat-page-title">Attribution</h2><h4 class="sub-cat-page-subtitle"><span class="sub-cat-page-subtitle">Why Attribution Matters</span><span class="csr-page-counter"> -> Page <span class="max-for-title">1 of <span class="sub-cat-max-page"></span></span></span></h4></div></div><div class="search-sidebar-holder"><a href="/glossary/"><h3 class="search-sidebar-holder-title">UA Glossary</h3></a>[vc_widget_sidebar sidebar_id="single-page-sidebar" el_class="front-page-sidebar-holder"]<div class="search-sidebar-footer-holder"></div></div>{"id":590,"date":"2020-06-24T14:12:42","date_gmt":"2020-06-24T14:12:42","guid":{"rendered":"https:\/\/persona.ly\/glossary\/?page_id=590"},"modified":"2022-11-22T09:59:39","modified_gmt":"2022-11-22T09:59:39","slug":"why-attribution-matters","status":"publish","type":"page","link":"https:\/\/persona.ly\/glossary\/attribution\/why-attribution-matters\/","title":{"rendered":"Why Attribution Matters"},"content":{"rendered":"<p>[vc_row el_class=&#8221;front-hero-section&#8221;][vc_column width=&#8221;1\/2&#8243; css=&#8221;.vc_custom_1582730807176{background-image: url(https:\/\/persona.ly\/glossary\/\/wp-content\/uploads\/2020\/02\/group-19.svg?id=58) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: contain !important;}&#8221; el_class=&#8221;hero-first-section&#8221;][vc_column_text el_class=&#8221;page-heading&#8221; css=&#8221;.vc_custom_1593096521564{margin-top: 30px !important;}&#8221;]<\/p>\n<h1><a href=\"\/glossary\/\">UA <span class=\"color-ancient\">Glossary<\/span><\/a><\/h1>\n<p>[\/vc_column_text][vc_column_text]<p>Your source for everything mobile UA, from the basics to contentious standards, the glossary can help and inform both aspiring growth managers and experienced mobile app developers<\/p>\n[\/vc_column_text]<div class=\"ult-spacer spacer-69d2991d16502\" data-id=\"69d2991d16502\" data-height=\"105\" data-height-mobile=\"0\" data-height-tab=\"\" data-height-tab-portrait=\"\" data-height-mobile-landscape=\"0\" style=\"clear:both;display:block;\"><\/div>[\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_single_image image=&#8221;60&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;hero-section-image&#8221;][\/vc_column][\/vc_row][vc_section css=&#8221;.vc_custom_1583429011820{background-image: url(https:\/\/persona.ly\/glossary\/\/wp-content\/uploads\/2020\/03\/bg_repeater_with_bg_svg.svg?id=320) !important;}&#8221; el_class=&#8221;post-content-section archive-page-custom single-subcat&#8221;][vc_row el_class=&#8221;covered-grace-font&#8221;][vc_column width=&#8221;2\/3&#8243; el_class=&#8221;gap-in-end-single&#8221;][vc_column_text][\/vc_column_text][vc_column_text]<style>.wp-show-posts-columns#wpsp-592 {margin-left: -2em; }.wp-show-posts-columns#wpsp-592 .wp-show-posts-inner {margin: 0 0 2em 2em; }<\/style><section id=\"wpsp-592\" class=\" wp-show-posts\" style=\"\"><article class=\" wp-show-posts-single wpsp-clearfix post-594 post type-post status-publish format-standard hentry category-why-attribution-matters tag-attribution tag-mobile-ad-campaigns tag-mobile-remarketing-campaigns tag-mobile-ua tag-the-importance-of-attribution\" itemtype=\"http:\/\/schema.org\/CreativeWork\" itemscope><div class=\"wp-show-posts-inner\" style=\"\">\t\t\t\t\t\t<header class=\"wp-show-posts-entry-header\">\n\t\t\t\t\t\t\t<h1 class=\"wp-show-posts-entry-title\" itemprop=\"headline\"><a href=\"https:\/\/persona.ly\/glossary\/why-attribution-matters\/\" rel=\"bookmark\">Why Attribution Matters<\/a><\/h1><div class=\"wp-show-posts-entry-meta wp-show-posts-entry-meta-below-title post-meta-inline\"><span class=\"wp-show-posts-posted-on wp-show-posts-meta\">\n\t\t\t\t\t<a href=\"https:\/\/persona.ly\/glossary\/why-attribution-matters\/\" title=\"2:16 pm\" rel=\"bookmark\"><time class=\"wp-show-posts-entry-date published\" datetime=\"2022-06-24T14:16:44+00:00\" itemprop=\"datePublished\">June 24, 2022<\/time><time class=\"wp-show-posts-updated\" datetime=\"2023-01-04T11:14:56+00:00\" itemprop=\"dateModified\">January 4, 2023<\/time><\/a>\n\t\t\t\t<\/span><\/div>\t\t\t\t\t\t<\/header><!-- .entry-header -->\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"wp-show-posts-entry-content\" itemprop=\"text\">\n\t\t\t\t\t\t\t<p>[vc_row][vc_column el_class=&#8221;normal-text&#8221;][vc_column_text]<span style=\"font-weight: 400;\">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.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">In today\u2019s digital world it\u2019s discussed mainly through the different marketing channels &#8211; if a Facebook ad led to an app download, a marketer can see a conversion through Facebook\u2019s platform (i.e the download was attributed to the Facebook ad) whereas in the pre-digital marketing world it was much harder to attribute a marketing channel with a conversion (marketers can\u2019t tell if a billboard led a customer into a store to make a purchase, or if it was a TV ad, they\u2019re limited to seeing that their campaigns led to an increase in revenue).\u00a0<\/span>[\/vc_column_text][vc_custom_heading text=&#8221;Marketing in the Dark<br \/>\n&#8221; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-heading purple-back&#8221; link=&#8221;url:%23|||&#8221;][vc_custom_heading text=&#8221;Marketing Attribution in a Non-Digital Environment<br \/>\n&#8221; font_container=&#8221;tag:h3|text_align:left|color:%23191536&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-subheading&#8221;][\/vc_column][\/vc_row][vc_row][vc_column el_class=&#8221;normal-text&#8221;][vc_single_image image=&#8221;599&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;big-image&#8221;][\/vc_column][\/vc_row][vc_row][vc_column el_class=&#8221;normal-text&#8221;][vc_column_text]<\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Before the full adoption of the internet, tracking the performance of ad campaigns was inherently limited. While there were a variety of different methods, companies used to gain insights into their consumers\u2019 behaviors and preferences, most if not all were mostly ineffective and overpriced.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">Companies used coupons, where they offered discounts on their product by having consumers use a piece of paper indicating they deserve it. Tracking large amounts of coupons, sometimes through multiple branches (in the case of big chain stores) without the use of digital means is nearly impossible (or extremely expensive). Imagine Walmart or Target trying to track coupons usage across their hundreds of branches in the US alone.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">In some cases, consumers would volunteer information about what made them make a purchase (through feedback surveys or just casual conversation). Again, a method that provides partial information, and is unscalable.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">For example, think back on a post-purchase <\/span><i><span style=\"font-weight: 400;\">Give Us Feedback<\/span><\/i><span style=\"font-weight: 400;\"> survey, where consumers relay their experience in the store and the service they\u2019ve received. If consumers chose to fill it, they already had a positive experience, which means that the feedback is gathered with a positive bias, rendering the results unreliable.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">Secondly, their paper-filled answers will now have to be read and analyzed in order to draw conclusions. Doing so takes time and money, marketers are left with partial unreliable insights (only some consumers who had a positive experience filled it) and the conclusions are drawn late after the fact (depending on how big the company is, it can take up to months to gather the data). <\/span>[\/vc_column_text][vc_custom_heading text=&#8221;The Role of Marketing Agencies<br \/>\n&#8221; font_container=&#8221;tag:h3|text_align:left|color:%23191536&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-subheading&#8221;][\/vc_column][\/vc_row][vc_row][vc_column el_class=&#8221;normal-text&#8221;][vc_column_text]<span style=\"font-weight: 400;\">The inability to track and gain insights from the different marketing efforts led advertisers to hire marketing agencies. The agencies, in turn, would spend tremendous budgets to run branding campaigns that were ostensibly impossible to measure.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">The idea behind branding campaigns is getting a wide-spread exposure to the product, company, or brand while delivering a key message, like Nike\u2019s famous <\/span><i><span style=\"font-weight: 400;\">Just Do It.<\/span><\/i><span style=\"font-weight: 400;\"> Not only did everyone know Nike as a sports brand, everyone knew this key message. Branding campaigns are effective for creating a familiarity with a brand, a sense of trust, and conveying a key message with which consumers recognize the brand.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">The problem with branding campaigns, other than the fact that in order to be effective, the budgets must be substantial, is that after all the time, effort and resources put into them it\u2019s nearly impossible to track the performance of the campaign and attribute the success of the TV ad or the billboard sign and gain insights into which parts of the campaign worked and how.<\/span>[\/vc_column_text][vc_column_text]<!-- Widget Shortcode --><div id=\"custom_html-7\" class=\"widget_text widget widget_custom_html widget-shortcode area-sidebar-form-mobile \"><div class=\"textwidget custom-html-widget\"><div class=\"subscribe-footer-from-holder sidebar-form-intouch\">\r\n<h3>Looking for app growth opportunities?<\/h3>\r\n<p>Leave your email and we'll get \r\nback to you!<\/p>\r\n<form class=\"subscribe-footer-from\">\r\n\t<div class=\"subscribe-footer-from-email-holder\"><input type=\"email\" class=\"subscribe-footer-email\" placeholder=\"Enter your email\"><\/div>\r\n<button class=\"subscribe-footer-submit\">\r\n\tGet in Touch\r\n<\/button>\r\n<\/form>\r\n<\/div>\r\n<div class='subscribe-footer-from-thankyou gsifthy'>\r\n\t<img alt=\"\" src=\"\/glossary\/wp-content\/uploads\/2020\/08\/02.svg\">\r\n<h3>Thank you for your interest!<\/h3>\r\n<p>Our team will contact you with more details.<\/p>\r\n<\/div>\r\n<div class=\"search-sidebar-footer-holder gisf\"><\/div><\/div><\/div><!-- \/Widget Shortcode -->[\/vc_column_text][vc_custom_heading text=&#8221;The Era of Digital Attribution<br \/>\n&#8221; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-heading purple-back&#8221; link=&#8221;url:%23|||&#8221;][vc_custom_heading text=&#8221;The Core of Attribution &#8211; Tracking Your Campaigns<br \/>\n&#8221; font_container=&#8221;tag:h3|text_align:left|color:%23191536&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-subheading&#8221;][\/vc_column][\/vc_row][vc_row][vc_column el_class=&#8221;normal-text&#8221;][vc_column_text]<span style=\"font-weight: 400;\">Since digital marketing came into our world, there have been many attempts to track attribution before settling on today\u2019s common practices. For example, there was an attempt to connect physical actions with digital trackings, like in the case of QR codes where consumers had to scan a code to get discounts, but these attempts never succeeded in getting widespread adoption by consumers.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">Today, when attribution is accessible and available through mobile devices, and it\u2019s compatible with the behavior of users (i.e users spend hours on their phones, reading, playing, buying, downloading, etc\u2019) <\/span><a class=\"custom-link-content\" href=\"https:\/\/www.emarketer.com\/content\/us-digital-ad-spending-will-surpass-traditional-in-2019\"><span style=\"font-weight: 400;\">budgets are being overwhelmingly shifted to mobile<\/span><\/a><span style=\"font-weight: 400;\">.<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">Through the usage of mobile phones, without physical involvement, it\u2019s significantly easier to track ad campaigns\u2019 performance down to extremely granular levels &#8211; there\u2019s a distinction between ad impressions and ad clicks. If it\u2019s a video ad, there\u2019s an element of duration (if a user watched the full video or chose to skip it) and then the tracking continues down the funnel (was there a download, a purchase, and if the channel drove high user retention &#8211; depending on the goal of the campaign).\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">The ability to track in such detail at a relatively low cost enabled more products to enter the market, run ad campaigns, and track their performance and rapidly made mobile marketing the largest marketing channel.\u00a0<\/span>[\/vc_column_text][vc_custom_heading text=&#8221;The Problem of Fraud<br \/>\n&#8221; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-heading blue-back&#8221; link=&#8221;url:%23|||&#8221;][vc_custom_heading text=&#8221;Mobile Fraud and Its Impact on Ad Campaigns<br \/>\n&#8221; font_container=&#8221;tag:h3|text_align:left|color:%23191536&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-subheading&#8221;][\/vc_column][\/vc_row][vc_row][vc_column el_class=&#8221;normal-text&#8221;][vc_column_text]<span style=\"font-weight: 400;\">Having the ability to track all digital campaigns should lead to budgets being spent more effectively &#8211; advertisers can track which campaigns work, and expand their spend on them, and which campaigns don\u2019t and stop them, all in a significantly shorter amount of time (compared to non-digital attribution) while still running campaigns at scale.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">Unfortunately, <\/span><span style=\"font-weight: 400;\">in a similar fashion to any transaction that happens online, ad campaigns attract the attention of fraudsters<\/span><span style=\"font-weight: 400;\">, which without tracking and enforcement can wreak havoc and completely distort the data gathered, and thus the insights drawn from this data, impacting the decision-making process.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">Running campaigns without fraud prevention also means risking spending (at least partially) on fraudulent activity, instead of actual users, hindering their performance and deeming their outcomes non-representative.\u00a0<\/span>[\/vc_column_text][vc_column_text]<\/p>\n<blockquote><p>\u201cTo know your Enemy, you must become your Enemy\u201d \u2013 Sun Tzu<\/p><\/blockquote>\n<p>[\/vc_column_text][vc_custom_heading text=&#8221;Knowing Your Enemy<br \/>\n&#8221; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-heading purple-back&#8221; link=&#8221;url:%23|||&#8221;][vc_custom_heading text=&#8221;The Importance of Active Familiarity with Fraud Methods&#8221; font_container=&#8221;tag:h3|text_align:left|color:%23191536&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-subheading&#8221;][\/vc_column][\/vc_row][vc_row][vc_column el_class=&#8221;normal-text&#8221;][vc_column_text]<span style=\"font-weight: 400;\">In order to successfully run mobile ad campaigns and avoid wasting time and money on fraud, attribution platforms evolved and started incorporating fraud detection tools. You can learn more about the different tools provided by different platforms in our <\/span><a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/attribution\/list-of-vendors\/\"><span style=\"font-weight: 400;\">list of vendors<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span>[\/vc_column_text]<div class=\"aio-icon-component   info-noty blue-noty style_1\"><div id=\"Info-box-wrap-5383\" class=\"aio-icon-box left-icon\" style=\"\"  ><div class=\"aio-icon-left\"><div class=\"ult-just-icon-wrapper  \"><div class=\"align-icon\" style=\"text-align:center;\">\n<div class=\"aio-icon-img \" style=\"font-size:71px;background:rgba(255,255,255,0.01);display:inline-block;\" >\n\t<img class=\"img-icon\" alt=\"Info Container\" src=\"https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2020\/03\/combined-shape-2.svg\"\/>\n<\/div><\/div><\/div><\/div><div class=\"aio-ibd-block\"><div class=\"aio-icon-header\" ><h3 class=\"aio-icon-title ult-responsive\"  data-ultimate-target='#Info-box-wrap-5383 .aio-icon-title'  data-responsive-json-new='{\"font-size\":\"\",\"line-height\":\"\"}'  style=\"color:#191536;\">Fraud Prevention @ Persona.ly<\/h3><\/div> <!-- header --><div class=\"aio-icon-description ult-responsive\"  data-ultimate-target='#Info-box-wrap-5383 .aio-icon-description'  data-responsive-json-new='{\"font-size\":\"\",\"line-height\":\"\"}'  style=\"color:#191536;\"><span style=\"font-weight: 400;\">Attribution platforms and media buyers are working together to vanquish fraud. One of the efforts is the foundation of CAAF by Adjust. Persona.ly has been a CAAF member since 2018. <\/span><\/div> <!-- description --><\/div> <!-- aio-ibd-block --><\/div> <!-- aio-icon-box --><\/div> <!-- aio-icon-component -->[vc_column_text]<span style=\"font-weight: 400;\">With all available fraud detection tools, and all knowledge gathered, fraud is gradually being reduced in the mobile marketing industry, but since we\u2019re not yet at the point of eliminating it, advertisers still need to be cautious about who they partner with for running their ads.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">Everyone involved, including stakeholders, should familiarise themselves with the possibility of fraud and the breadth of the phenomenon.\u00a0\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">In order to make an educated choice, prior to partnering with a marketing company, UA managers should check the company\u2019s existing partners (and their feedback), the company\u2019s experience, their platform, and service, and make an educated choice.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">When running ad campaigns, UA managers (or anyone else managing the campaigns) should familiarise themselves with how to detect fraudulent behavior.\u00a0<\/span>[\/vc_column_text][vc_custom_heading text=&#8221;Stand Out From the Crowd<br \/>\n&#8221; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-heading blue-back&#8221; link=&#8221;url:%23|||&#8221;][vc_custom_heading text=&#8221;How to Run Successful Mobile Ad Campaigns in an Overflowing App Market<\/p>\n<p>&#8221; font_container=&#8221;tag:h3|text_align:left|color:%23191536&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-subheading&#8221;][\/vc_column][\/vc_row][vc_row][vc_column el_class=&#8221;normal-text&#8221;][vc_column_text]<\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">In the digital realm, it\u2019s easier to create and market a product (think of the possible reach in a digital campaign vs. having to run this same campaign using billboards). Since the barrier of entry is much lower, there\u2019s an overflow of products and the competition is harder than ever.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">Advertisers need to emphasize what\u2019s unique about their product and capitalize on it. Using performance data, gathered by an attribution platform, can help market the product\u2019s strengths and reach users by highlighting their most liked features.\u00a0\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">In conclusion, attribution is key to making informed decisions in regards to ad spend and budget allocation. The availability of attribution tracking in the mobile industry and the scale it provides allows for more products to enter the market and for smarter, more precise ad campaigns.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">On the other hand, with the attribution platform, marketers can also look at event data and see around which events (that represent actions or milestones of the users inside the app) users are most engaged and develop creatives around their correlating feature, as it seems to resonate with the apps user base (if it\u2019s an e-commerce app, then the best selling item, if it\u2019s a game then it can be a popular stage in a game, and so on).<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">For example, marketers can test the effect of different creatives on the users they acquire. If they ran campaigns with several different creatives (as one should), all of which brought a significant amount of users, but the users exposed to one variation performed better (i.e had higher retention rates, converted better down the funnel) then the marketers managing the campaign can notice that and then use the best-performing creative in other campaigns.\u00a0<\/span>[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n\t\t\t\t\t\t<\/div><!-- .entry-content -->\n\t\t\t\t\t<\/div><!-- wp-show-posts-inner --><div class=\"wpsp-clear\"><\/div><\/article><\/section><!-- .wp-show-posts -->[\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/3&#8243; el_class=&#8221;gap-in-end-single single-subcat-widget&#8221;][vc_column_text][\/vc_column_text][vc_single_image image=&#8221;698&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;stick-img-holder-single hide-mobile&#8221;][vc_column_text el_class=&#8221;white-sticky hide-mobile&#8221;]<span style=\"font-weight: 400;\">Measure twice, attribute once<\/span>[\/vc_column_text][vc_single_image image=&#8221;802&#8243; 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