The board meeting was in three hours. My CEO wanted to know why we'd spent $2.4 million on user acquisition last quarter, and I couldn't tell him which campaigns actually worked.
Three ad networks claimed credit for the same installs. Our internal numbers didn't match the MMP. Facebook showed 40,000 installs; Google showed 35,000; but we only had 52,000 total users. The math didn't add up—and neither did my career trajectory if I couldn't figure this out.
That crisis taught me everything I now know about mobile attribution. It's not just tracking installs. It's understanding the truth about your marketing—even when the platforms are incentivized to lie to you.
What is Mobile Attribution?
Mobile attribution is the process of identifying which marketing touchpoint (ad, channel, campaign) led a user to install your app. It connects advertising spend to measurable outcomes, enabling data-driven optimization.
Why Attribution Matters
Without attribution, a $100,000 monthly ad budget is essentially gambling. With proper attribution, you know exactly which $50,000 drives 80% of your quality installs—and can cut the waste.
How Mobile Attribution Works
The attribution process involves several key steps:
- Ad Interaction: User sees or clicks on your ad
- Data Capture: Attribution provider records device identifiers, timestamps, and campaign data
- App Install: User downloads and opens your app
- Matching: SDK matches the install to the recorded ad interaction
- Attribution: Install is credited to the correct campaign/source
Attribution Models
| Model | How It Works | Best For |
|---|---|---|
| Last Click | Credits the last ad clicked before install | Direct response campaigns |
| Last Touch | Credits the last interaction (view or click) | Full-funnel measurement |
| First Click | Credits the first ad interaction | Awareness campaigns |
| Multi-Touch | Distributes credit across touchpoints | Complex user journeys |
Attribution Windows
Attribution windows define how long after an ad interaction an install can be credited:
- Click-through window: Typically 7-30 days
- View-through window: Typically 1-24 hours
- Re-engagement window: Varies by campaign goals
Setting Optimal Windows
Shorter windows reduce false attributions but may miss legitimate installs. Longer windows capture more installs but risk crediting unrelated ad exposures. Test to find your optimal balance.
Post-ATT Attribution (iOS 14.5+)
Apple's App Tracking Transparency changed everything. With limited IDFA access, attribution now relies on:
- SKAdNetwork: Apple's privacy-preserving framework
- Probabilistic matching: Statistical modeling without device IDs
- First-party data: Your own user data and analytics
- Aggregated measurement: Cohort-based insights
Choosing an MMP (Mobile Measurement Partner)
Key factors when selecting an attribution provider:
- Integration ecosystem (ad networks, analytics tools)
- Fraud detection capabilities
- SKAdNetwork support and optimization
- Data privacy compliance
- Pricing model and scale
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Our platform integrates with all major MMPs for seamless campaign tracking.
Start Free TrialBest Practices for Attribution
- Implement SDK correctly: Follow MMP documentation precisely
- Test tracking: Verify attribution before scaling spend
- Monitor discrepancies: Compare MMP data with network reports
- Use fraud protection: Enable all available fraud filters
- Document everything: Track attribution settings and changes
Conclusion
Accurate mobile attribution is essential for optimizing user acquisition spend. While the post-ATT landscape presents challenges, proper implementation of attribution tools and strategies will give you the insights needed to scale profitably.