Multi-touch attribution will empower you to build more epic advertising campaigns than ever before and make 2014 the year that mobile app advertising and attribution takes the world by storm.

1. CKED
Multi-Touch
Attribution
Analytics

2. Hi
Jennifer Wong
Dir of Product Marketing
HasOffers | MobileAppTracking
@Jenerationy

3. Multi-Touch
Attribution
Analytics

4. Dive deep into the relationships between your
multiple advertising partners and their interactions
with your audience.
Insight into multi-touch attribution empowers you to:
And let’s not forget, prevent you from paying for
duplicate installs!
Make better marketing decisions based on
a more complete picture of an advertising
partner’s full impact.

5. ● Attributed Installs vs Install Assists
● Creating Awareness vs Driving
Conversions
● Install rates vs Conversions
● Click Through vs View Through
● Long Attribution lengths vs Short
Attribution Lengths
What we’re talking about today:

6. Installs:
New users that open the app for the first time.
Attributed Installs:
Publisher with the last click, within the attribution
window for the publisher.
Install Assists:
Publisher(s) with a click prior to the last click, within the
attribution window for the publisher.
Publisher Install Contributions :
The total number of installs for which the publisher was
involved (Attributed Installs + Install Assists).
Non-windowed Install Contributions:
Publisher(s) with a click within 30 days but outside of
the attribution window for the publisher.
DEFINITION
S

7. Attributed Installs
vs
Install Assists

8. Install
Contributions
498
Install Assists
47
You were
Last-click
Attributed
Installs
451
Your
Click
65760
You were not
Last-click
Install
Contributions
Install
Assists
Attributed
Installs
47
Clicks
Unique
Contributions
Rate
Assist
Rate
Clicks
0.09% 498 0.92%0.83%5423365752iPhone
Mobile
App

9. INSTALL SCENARIO 1
● Publisher 1 had a click 6 days ago and their attribution
window is set to 7 days.
● The install occurred today.
Publisher Install ContributionsInstall AssistsAttributed InstallsPublisher
1Publisher 1 1

10. INSTALL SCENARIO 2
● Publisher 1 had a click 6 days ago and their attribution
window is set to 7 days.
● Publisher 2 had a click 5 days ago and their attribution
window is also set to 7 days.
● The install occurred today.
Publisher Install ContributionsInstall AssistsAttributed InstallsPublisher
11Publisher 1
1Publisher 2 1

11. ● Publisher 1 had a click 6 days ago and their attribution
window is set to 7 days.
● Publisher 2 had a click 5 days ago and their attribution
window is also set to 7 days.
● Publisher 3 had a click 1 day ago and their attribution
window is also set to 7 days as well.
● The install occurred today.
INSTALL
SCENARIO
3
Publisher Install ContributionsInstall AssistsAttributed InstallsPublisher
Publisher 1
Publisher 2
Publisher 3?

12. ● Publisher 1 had a click 6 days ago and their attribution
window is set to 7 days.
● Publisher 2 had a click 5 days ago and their attribution
window is also set to 7 days.
● Publisher 3 had a click 1 day ago and their attribution
window is also set to 7 days as well.
● The install occurred today.
INSTALL
SCENARIO
3
Publisher Install ContributionsInstall AssistsAttributed InstallsPublisher
11Publisher 1
11Publisher 2
11Publisher 3

13. Publisher Install ContributionsInstall AssistsAttributed Installs
11010100Ad Partner 1
25050200Ad Partner 2
500400100Ad Partner 3
860460400Total

14. Creating Awareness
vs
Driving Conversions

15. The Importance of Analyzing Additional Install Interactions
● Uniqueness of advertising partner’s traffic sources
● Whether an advertising partner is missing out on
credit for installs due to last-click attribution
● Duplication / overlap between advertising partners
● Focus of advertising partners’ campaigns on
awareness vs. direct response
● Full impact of advertising partners’ campaigns
Analyzing Install Assists can provide insight on:

16. Install Assist Quantity – Is More Better?
1 RTB
2 Applifier
3 Vungle
4 Ampush
5 RevMob
6 PlayHaven
7 Millennial
8 InMobi
9 Airpush
Install Assists
Rank
Advertising
Partner

17. Overlap – Relationship Between the Install and the Assist
Install Assists
Attributed
Installs
OVERLAP
UNIQUE

18. Evaluate Different Campaign Goals:
Awareness vs. Direct Response
100 Attributed Installs / 10 Install Assists = 1000%
An advertising partner great at direct response
would look like this:
An advertising partner great at awareness would look like this since
other advertising partners better at direct response would be getting
attributed with the install by having the last click:
100 Attributed Installs / 400 Install Assists = 25%

19. Install Assist Ratio –
Creating Awareness vs. Driving Conversions
Assist Ratio =
Install Assists /
(Attributed Installs +
Install Assists)
Assist Ratio
Rank
ad network Assist Ratio
1 VisualTAP 32%
2 RevMob 31%
3 Moboqo 28%
4 RTB.com 27%
5 Altrooz 25%
6 Applifier 23%
7 Vungle 11%
8 Millennial 11%
9
DSNR Media
Group
10%
10 HeyZap 9%

21. Install Rates
vs
Interactions

22. Non-Windowed Install Contributions
While Install Assists are defined as clicks within a specified
attribution window but it's not the last-click before install, Non-
windowed Install Contributions are either:
The last click before the
install but outside of the
attribution window
An Install Assist
outside of the
attribution window
OR

23. Non-Windowed
Install Contributions
Install AssistsAttributed
Installs
Publisher’s Attribution Window
DAY
0
DAY
14
DAY
30

24. DRAWBRIDGE TWITTER
Non-Windowed
Install Contributions
Attributed
Installs
30 Day
Install Contributions
100 150
60 5
160 155

25. ● Publisher 1 had a click 20 days ago and their attribution
window is set to 14 days.
● The install occurred today with no other click.
NON-WINDOWED INSTALL
CONTRIBUTION SCENARIO
1
Non-Windowed
Install Contributions
Install Assists
Attributed
Installs
Publisher
1Publisher 1
Installs

26. ● Publisher 1 had a click 20 days ago and their attribution
window is set to 14 days.
● Publisher 2 had a click 7 days ago and their attribution
window is also set to 7 days.
● The install occurred today.
NON-WINDOWED INSTALL
CONTRIBUTION SCENARIO
2
Non-Windowed
Install Contributions
Install Assists
Attributed
Installs
Publisher
1Publisher 1
Installs
1Publisher 2
Publisher 3
1

27. ● Publisher 1 had a click 20 days ago and their attribution
window is set to 14 days.
● Publisher 2 had a click 7 days ago and their attribution
window is also set to 7 days.
● Publisher 3 had a click 1 day ago and their attribution
window is also set to 7 days as well.
● The install occurred today.
NON-WINDOWED INSTALL
CONTRIBUTION SCENARIO
3
Non-Windowed
Install Contributions
Install Assists
Attributed
Installs
Publisher
Publisher 1
Installs
Publisher 2
Publisher 3?

28. ● Publisher 1 had a click 20 days ago and their attribution
window is set to 14 days.
● Publisher 2 had a click 7 days ago and their attribution
window is also set to 7 days.
● Publisher 3 had a click 1 day ago and their attribution
window is also set to 7 days as well.
● The install occurred today.
NON-WINDOWED INSTALL
CONTRIBUTION SCENARIO
3
Non-Windowed
Install Contributions
Install Assists
Attributed
Installs
Publisher
1
1Publisher 1
Installs
1
Publisher 2
Publisher 3 1

29. Normalizing Measurement of App Installs
How, from a measurement perspective, do
you compare and credit your various
advertising partners if they are using
various standards, e.g.
a different attribution length?

30. Attribution
Lengths

31. Clicks 2000 2000
Attributed Installs 300 500
Cost 500 500
Install Rate 15% 25%
CPI $1.67 $1.00
AD PARTNER 1 AD PARTNER 2

32. AD PARTNER 1 AD PARTNER 2
Clicks 2000 2000
Attributed Installs 300 500
Install Assists 10 10
Non-windowed Install Contributions 300 2
Total Contributions 610 512
Cost 500 500
Install Rate 15% 25%
CPI $0.82 $0.98

33. SURVEY:
MAT Integrated Advertising Partner Attribution Lengths
50%
39%
17%
5%
28%
1 day 7 day 14 day 30 day

34. Setting Your Attribution Windows
Identifier Attribution Window
The allowed period of time between
click/impression and conversion to use the
unique identifier matching method.
For each of your advertising partners you can set the following
windows for both click and impressions:
Re-engagement Window
The allowed period of time between a completed
prior in-app event and the completion of the next
in-app event.
Fingerprint Attribution Window
The allowed period of time between
click/impression and conversion to use
the device fingerprinting method.
Install Referrer Attribution Window
The allowed period of time between
click/impression and conversion to use the
Google Play Install Referrer method.
Click ID Attribution Window
The allowed period of time between
click/impression and conversion to use the
Open URL with click ID method.
Impression Attribution View Percentage
(View-through Attribution setting must be
toggled to On)
The percentage of a view/impression
required before attribution will occur.

35. Potential Downsides to Longer Attribution Lengths
The user downloaded the app but waited several days (e.g. 20 days) to open
the app. Since third-party analytic providers can only track installs on first app
open (not on download), the install would be tracked on the 20th day after the
actual download.
The user had some other influence to download and install the app. For
example, an advertising partner shows an ad to a user and gets them to click
(in some cases mistakenly). 20 days later, a friend of the user who uses the
mobile app encourages them to download and install the mobile app. When
the user installs the app we have no way of knowing about the friend’s
persuasion and we would only have record of the last click and the install
would be attributed accordingly.
There are two potential reasons that this
occurs:

36. Calculate Total Contributions which is the sum of
Attributed Installs, Install Assists, and Non-windowed
Install Contributions.
Calculate Install (Conversion) Rates and CPI (Cost per
Install) using Total Contributions which will allow you
to compare apples to apples within a 30 day period.
If you prefer to measure installs at a shorter attribution
length, then check with the advertising partner to see if
it can be negotiated. Only some integrated advertising
partners can attribute on a custom length. Please do
not short-change your advertising partner by setting a
shorter length that is not negotiated and/or agreed
upon.
You can analyze your
advertising partners’ total
effectiveness and compare them
to each other accurately by
using a normalized attribution
length. When analyzing
normalized installs and
determining attribution lengths,
remember the following:

37. Click Through
vs
View Through

38. DEFINITION
S
7 days
View-through
(Impression)
Click-through
(Click)
Identifier
Matching 0
7 days
Google Play
Install Referrer N/A
1 day
Device
Fingerprinting 0
7 days
Open URL
w/Click ID N/A

39. ● Publisher 1 had an impression 1 day ago.
● The install occurred today.
Non-Windowed
Install Contributions
Install Assists
Attributed
Installs
Publisher
1Publisher 1
Installs Is View-through
INSTALL SCENARIO 1
11

40. ● Publisher 1 had an impression 2 days ago.
● The install occurred today.
Non-Windowed
Install Contributions
Install Assists
Attributed
Installs
Publisher
1Publisher 1
Installs Is View-through
INSTALL SCENARIO 2
1

41. ● Publisher 1 had an impression 1 day ago.
● Publisher 2 had a click 5 hours ago.
● The install occurred today.
Non-Windowed
Install Contributions
Install Assists
Attributed
Installs
Publisher
1
1
Publisher 1
Installs Is View-through
1Publisher 2
INSTALL SCENARIO 3
1

42. ● Publisher 1 had a click 5 days ago and has their attribution
window set to 7 days.
● Publisher 2 had a click 3 days ago and has their attribution
window for impressions set to 7 days.
● The install occurred 2 days ago.
● Publisher 3 had an impression 1 day ago.
● Publisher 4 had a click today.
Non-Windowed
Install Contributions
Install Assists
Attributed
Installs
Publisher
Publisher 1
Installs Is View-through
Publisher 2
Publisher 3
Publisher 4
INSTALL SCENARIO 4

43. ● Publisher 1 had a click 5 days ago and has their attribution
window set to 7 days.
● Publisher 2 had a click 3 days ago and has their attribution
window for impressions set to 7 days.
● The install occurred 2 days ago.
● Publisher 3 had an impression 1 day ago.
● Publisher 4 had a click today.
Non-Windowed
Install Contributions
Install Assists
Attributed
Installs
Publisher
1
1
Publisher 1
Installs Is View-through
1Publisher 2
Publisher 3
Publisher 4
INSTALL SCENARIO 4
?

44. ● Attributed Installs vs Install Assists
● Creating Awareness vs Driving
Conversions
● Install rates vs Conversions
● Click Through vs View Through
● Long Attribution lengths vs Short
Attribution Lengths
What we’re talking about today:

45. Hi
Jennifer Wong
Dir of Product Marketing
HasOffers | MobileAppTracking
Jennifer@hasoffers.com
@Jenerationy

46. THANK YOU!