Rules of attribution and priority
General rules of attribution and
priority
1.Clicks takes precedence over impressions
2.Deterministic attribution 1:1 (unique
identifiers, device IDs) takes precedence over non-deterministic non 1:1
(fingerprinting)
3.Clicks measured with a click date time
take precedence over clicks measured without a click date time
4.When no deterministic identifiers are
found then at last device fingerprinting method is used
Multi Touch Attribution- Assisted
Installs and non Window conversions
In the last paragraph, we saw how
we can credit an install to a network by using different methods. But that is
not enough, we also need to understand how different ad networks or partners
influenced the user before he finally downloaded the app. It also gives us an
idea of the partner performance at individual level as well as to determine
their reach
Below are some of the important
terms:
Download- When user go to the app store and
downloads the app into his device
Install- When the user opens the app for the
first time
Attributed installs- Partner with last click and within the
respective attribution window
Assisted installs- Prior to last click but within the
attribution window
Non-window conversions- Partners with click within 30 days but
outside of the attribution window
Example
to understand Assisted installs +Non-window conv.
Example Scenario to understand the
above
Partner 1- Click 20 days ago,
attribution window 14 days
Partner 2- click 7 days ago,
attribution window 7 days
Partner 3- Click 1 day ago,
attribution 7 days ago
Detail: Here the attributed install
goes to partner 1 as it is the last click and within the attribution window.Partner 2 receives the install assist as it
generates clicks within their window. Partner 3 receives non window credit
because their click was outside window but within the maximum 30 days
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