Multi-Touch Attribution
Multi touch attribution, aka multi channel attribution, is a method that gives credit to other touch points of a user who downloads a mobile app. In traditional attribution methods including last click attribution, first click attribution, and view-through attribution, all the ad credit goes to one ad source.
The main problem with that approach is the accuracy of the credited channel because of complexity of a user’s journey. Mostly, users decide on downloading an app after being exposed to more than one marketing channels like ads, influencers, offline events, etc.
Giving all the credit to a single source prevents mobile marketers and mobile advertisers to understand the true performance of other channels. Multi touch attribution tries to fix this problem by distributing credit to more than one channel even if they are offline or omni-channel. This helps advertisers to allocate budget accordingly and it also helps ad networks to be credited if the user went through on the customer journey.
Get Featured On Mobile Marketing Reads!
We help companies in the mobile marketing ecosystem to reach a qualified, engaged audience for branding, thought leadership,and lead-generation.
LATEST MOBILE MARKETING NEWS
1000 Views
in Deals and IPOs, NewsVerve acquires Captify in €25.6M deal to expand search intelligence and demand-side capabilities
Verve Group SE, the Stockholm-based advertising technology company owned by Media and Games Invest, has acquired Captify Technologies, a UK-headquartered search intelligence platform, in a transaction valued at €25.6 million. The agreement includes an initial cash payment of €16.2 million within six weeks of closing and a deferred payment of €9.4 million due 18 months […] More
2k Views
in NewsGoogle removes 224 Android apps linked to global ad fraud campaign “SlopAds”
Google has taken down 224 malicious Android apps from the Play Store after researchers uncovered a large-scale ad fraud operation dubbed SlopAds. The campaign, identified by HUMAN’s Satori Threat Intelligence team, had been active across 228 countries and territories, generating an estimated 2.3 billion ad requests daily and accumulating more than 38 million downloads. At […] More
2.9k Views
in News, Product Launches & UpdatesGoogle expands Discover feed with social posts and new personalization tools
Google is expanding the scope of its Discover feed in the Google app, introducing new content sources and personalization features aimed at making it easier for users to keep up with both publishers and creators across the web. In the coming weeks, Discover will begin showing more than traditional articles. Users will see content from […] More