How to choose the right marketing attribution model


As it tracks user events and helps you understand user behavior when faced with paid activity, it ultimately allows you to improve all aspects of your app, ad spend, and creatives. Lastly, attribution will enable marketers to track their ROAS (return on ad spend) to ensure they’re spending money in the right places and gaining a high ROI (return on investment). Mobile attribution aims to identify the different marketing actions contributing to conversions. There are a variety of attribution methodologies, including first-touch, last-touch, and multi-touch. People use these to gather user data – building effective marketing campaigns through analytics.

  • For example, a customer might first click on a banner ad and visit your website but not make a purchase.
  • With view-through attribution, the video ad receives credit for these conversions because it sparked user interest.
  • A very broad brush explanation of a typical Shapley approach is to find an average incremental value for a particular channel touchpoint by looking at all conversion paths that exist.
  • Assigning 100% of the credit to a single touchpoint will rarely be sufficient.
  • When you find the right tool, connect your data sources and start viewing and analyzing the effectiveness of your marketing efforts.

Works well – With a short sales cycle less than 90 days and if you are looking to identify what drives conversion in the lower funnel. Takes the view that some touchpoints have more influence on the way to conversion than others and scores them separately. Finally, there’s custom attribution, an app marketing strategy that works well for apps that already have robust, sophisticated measurement in place and a seasoned team that is ready to take it to the next step. Successful app marketing depends on an array of platforms within a tech stack and how they are connected. If you’re like most mobile marketers, you’re constantly testing new ad networks to expand your reach and improve the bottom line.

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The process of attribution modeling is also automated for you and you can segment your attribution results and reports by channel, marketing campaign, touchpoint, and more. Just wrapping your head around what models are out there is a good first step, but the real gold is backing out to a customized attribution model based on your business and the most common customer journeys you encounter. To demonstrate how attribution models work, let’s look at a hypothetical customer journey. Attribution models help improve the conversion rate by identifying which touchpoints in the customer journey are most effective in driving conversions. As we discussed earlier in the blog, each attribution model provides insights into your customers’ touchpoints with your business.

Basic mobile attribution models

It works similarly to a position-based model by deciding how much credit should you assign to each touchpoint depending on its position in the sales cycle. Businesses with short sales cycles or that want to create brand awareness may benefit from this model. The linear model gives equal credit to all touchpoints across the customer journey.

Types of Mobile Attribution Models You Must Know

It involves analyzing data about user behavior such as app installs, in-app purchases (IAPs), clicks, and impressions, and then tracking the source of that behavior back to specific marketing efforts. Under a first click (or first touch) attribution model the opposite is true; only the first stop in the user journey would get the entirety of mobile attribution definition the credit for that $100 sale. None of the other touch points leading up to that sale would be credited at all, even though they played an important role in the transaction. Revisiting our customer journey using last click attribution, direct gets all the credit for the sale, completely obscuring the marketing efforts that came before it.

Basic mobile attribution models

With Singular’s open integration framework, we offer 100% network coverage and thousands of attribution integrations. This process employs a variety of innovative technologies that range from real-time tracking to cross-network integrations, which means that it needs to be developed properly to produce accurate readings. Nurture and grow your business with customer relationship management software.

What is mobile attribution – and why it’s important to marketers

These pre-defined rules determine the weightage or credit for a touchpoint primarily based on its position in the customer journey. Firstly, last-touch attribution and first-click attribution models, despite their limitations, can provide significant insights for those beginning their attribution journey. They are straightforward, relatively easy to implement, and do not necessarily require extensive user-level data. They are a starting point for developers and marketers who are just dipping their toes in the realm of attribution. For example, let’s say a potential user first discovers your app via a Facebook post, but finally installs the app after clicking on a TikTok ad. Under the last touch attribution model, all credit for the conversion would go to the TikTok ad, because it was the last touchpoint before the user installed the app.

Basic mobile attribution models

In a normal B2B sales process that stretches over weeks and months, it would be presumptuous to assign 100% of the credit to the very first touchpoint. The following are some of the main reasons why attribution modeling is important. With the rise of privacy concerns and subsequent regulations, navigating the mobile attribution landscape has indeed become a more complex task. App and game developers, marketers, and advertisers find themselves grappling with a new normal, where the goalposts have shifted. It evaluates the influence of each touchpoint on the user’s decision to convert and assigns credit accordingly.

How to Choose the Right Attribution Model

The multi-touch attribution model addresses the limitations of the single-touch attribution model. Today, the customer journey has become more complex than ever, spanning multiple devices and channels. In this ever-competing digital marketing world, the multi-touch attribution model is the key to success in optimizing your marketing mix. Attribution, simply put, is a way to assign credit for sales or leads back to the initial marketing activities that drove it.

This model acknowledges that a user’s decision to convert may be influenced by seeing an ad, even if they don’t directly click on it. It gives these interactions more weight, typically allocating 40% of the credit to each, with the remaining 20% evenly spread across any middle interactions. In essence, it focuses on the last touchpoint that pushed the user to convert. Additionally, the Google Privacy Sandbox has just gone into beta-testing – meaning further changes will be on the way sooner rather than later for Android marketers.

Data-driven Attribution Model

Did you know that mobile devices have become the leading type of traffic on the internet? It’s estimated that almost 51% of all internet traffic comes from mobile devices and this trend has been the same since early 2017. It’s no surprise that mobile marketing has become one of the most common marketing techniques and that the technology powering this type of marketing has advanced at an alarming pace over the last few years.

Basic mobile attribution models

The assumption being they have a heavier impact on conversion as the buyer moves down the funnel. A mobile attribution provider can tell you whether users installed your app after watching a video, seeing an ad, or visiting a specific website. Simply put, attribution is a way to assign credit for sales or leads back to the initial marketing activities that drove it.

Single-Touch Attribution: A Simplicity-Centered Approach

There are different types of attribution model available for marketers, and we will dive into each in the coming sections. With time-decay attribution, the push notification would receive the most credit, with each previous touchpoint receiving progressively less based on its temporal distance from the conversion. Unlike the first or last touch models, this model acknowledges the influence of every interaction along the user’s journey. It treats each touchpoint as a step in a relay race, where every step contributes equally to reaching the finish line. In this climate of change and uncertainty, old attribution models may not serve you as efficiently.

To learn more about this type of approach, download a copy of our eBook below. Compared to Last Click Non Direct (the rules based model used by GA 360 and Adobe by default), channel attribution has changed by £39.9 million. In the case below, a Markov Chain based approach was used in conjunction with QueryClick’s Corvidae platform to assess and more accurately attribute revenue contribution by channel for a well-known Online Fitness retailer. A very broad brush explanation of a typical Shapley approach is to find an average incremental value for a particular channel touchpoint by looking at all conversion paths that exist.

For this reason, mobile marketers need an attribution tool with complete network coverage. You should implement a few different alternatives, all of which give you a view from a slightly different angle. This will allow you to create a more holistic mechanism that offers a more comprehensive view of your marketing efforts. If you find yourself tracking data to multiple Facebook Ads accounts on the same website, you’ll need to customize your scripts to make sure you’re collecting the right information. You might have different Facebook pixels for teams from separate departments or regions.

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