Mobile Attribution guide - Part 5 - Things to consider before you start

Point out some findings of your previous work.

1.       You cannot run the campaign on Mobile web if you want deterministic approach and looking for device ids. It is only available for in-app inventory and also the ad network should agree to provide it. Not every Ad networks agree or have the capability to provide it

2.       Before selecting the attribution partner, make sure that they support both- mobile web and mobile app

3.       Also check that the attribution partners can pass unique variables(like order id etc.) through conversion tag so you can validate the purchase

4.       Be very careful while selecting the parameters like de-duplication and reattribution window. This should be in-line with the overall app journey and time taken for overall conversion

5.       Very short reattribution window is not advisable, it should ideally be 7 days

6.       Be careful while you look at the attribution for Facebook (28 days) and Google (30 days), they might not be in-line with your attribution default window. Facebook even charges for impressions based conversions that happens within 24 hours

7.       Multiple vendors generally  claim for the same app events or install events if the parameters are not set properly

8.       Share the revenue tokens and purchase tokens details with all the vendors so that they have the clarity on the revenue that they are generating. It’s one unique token for each and created one time. This will give your vendors the total purchase and total revenue generated and helps them in optimizing the campaign

9.       Always have the postback passed back to the networks, this will help in optimization. For affiliates, always get publisher id, ask them to append URL

10.   Use S2S and callbacks to fetch any data into the CRM and Business Intelligence systems

11.   Make sure that all the vendors work on same attribution window. If one network has a look back period of 24 hours and another has a lookback period of 7 days, it’s likely that the latter network is taking credit for more installs

12.   Leadership should also be involved and should share the same vision, if not it will not be successful

13.   Frauds clicks from devices, channels and platforms causes serious issues in the overall attribution

14.   Work with a vendor who offers  purchase verification, fraud prevention, feature like cohort analysis, customizable attribution modeling, uninstall analysis, deeplinking, re-targeting, re-engagement, audience segmentation, de-duplication, tracking purchase in different currency  etc. to name a few

15.   You don’t have to create separate trackers for each country when you work with any ad networks. Country data can be obtained by just searching the country name. Just have a single unique tracker for each network/partner 

16.   Keep the view through attribution to  zero or in case if you still want to track it, it should not be beyond 24 hours

17.   Make use of all the segments and track each network upto 4 levels-Network, campaign, Ad-group and creative (I used Adjust before)