Affise Attribution defines a media source that encourages the user to install or re-engagement with the application, and attributes the user's action to this source using the Affise attribution model.
Attribution - this is the fact of determining what prompted the user to install the application or perform any action after installation, such actions can be Re-engagement, as well as Re-attribution.
The result of attribution is:
Mobile attribution is important for optimizing user engagement, re-engagement efforts, and the results of the application and advertising companies in general.
As soon as the application is installed and running, Affise Attribution receives a message about the fact of the committed action (either from the Affise Attribution SDK in the application, or from the advertiser's server through S2S integration). The installation data package includes the device identifiers, as well as the user's IP address and data, if this is permitted by the personal data policy and the user has given his consent to their processing. The data obtained during installation is then used in generating reports necessary for the advertiser or developer to evaluate the effectiveness of both advertising companies and user behavior when interacting with the application.
Based on the data obtained after installing the application, the data obtained is evaluated and, depending on the results of the analysis, it is determined which user it is, attributed or organic.
An attribution model is a set of rules that determine how an event score is assigned to points of contact in conversion paths. Each player in the mobile marketing ecosystem, Google Play, the App Store, Apple, advertising networks such as Facebook, and mobile measurement companies have their own attribution models. Everyone counts installations and events differently.
What is important is not the difference between the models, but rather that the rules are clear and implemented in an unbiased manner. Enabling advertisers to optimize campaigns and compare the quality of user experience.
It is important to understand the models and rules of the players you work with. The most important thing is to understand the model and nuances of the methods supported by Affise Attribution.
In Affise Attribution, a mapping occurs only when one of the following events occurs: