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Multi-Touch Attribution Analytics

Hi

Jennifer WongDir of Product MarketingHasOffers | MobileAppTracking@Jenerationy

Multi-Touch AttributionAnalytics

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.

● 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:

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.

DEFINITIONS

Attributed Installs vs Install Assists

Install Contribution

s498

Install Assists 47

You wereLast-click

Attributed Installs

451

Your Click

65760

You were not

Last-click

Install Contributions

Install Assist

s

AttributedInstalls

47

Clicks Unique

ContributionsRate

Assist

Rate

Clicks

0.09% 498 0.92%0.83%5423365752iPhone

Mobile App

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 Contributions

Install Assists

Attributed InstallsPublisher

1Publisher 1 1

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 Contributions

Install Assists

Attributed InstallsPublisher

11Publisher 1

1Publisher 2 1

●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 Contributions

Install Assists

Attributed InstallsPublisher

Publisher 1

Publisher 2

Publisher 3?

●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 Contributions

Install Assists

Attributed InstallsPublisher

11Publisher 1

11Publisher 2

11Publisher 3

Publisher Install Contributions Install Assists Attributed Installs

11010100Ad Partner 1

25050200Ad Partner 2

500400100Ad Partner 3

860460400Total

Creating Awareness vs Driving Conversions

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:

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

Overlap – Relationship Between the Install and the Assist

Install Assists

Attributed

Installs

OVERLAP

UNIQUE

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%

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%

9DSNR Media

Group 10%

10 HeyZap 9%

Install Rates vs Interactions

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 windowOR

Non-WindowedInstall Contributions

Install Assists

AttributedInstalls

Publisher’s Attribution Window

DAY

0

DAY

14

DAY

30

DRAWBRIDGE TWITTER

Non-WindowedInstall Contributions

AttributedInstalls

30 DayInstall Contributions

100 150

60 5

160 155

●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-WindowedInstall Contributions

Install Assists

AttributedInstalls

Publisher

1Publisher 1

Installs

●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-WindowedInstall Contributions

Install Assists

AttributedInstalls

Publisher

1Publisher 1

Installs

1Publisher 2

Publisher 3

1

●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-WindowedInstall Contributions

Install Assists

AttributedInstalls

Publisher

Publisher 1

Installs

Publisher 2

Publisher 3?

●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-WindowedInstall Contributions

Install Assists

AttributedInstalls

Publisher

1

1Publisher 1

Installs

1

Publisher 2

Publisher 3 1

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?

Attribution Lengths

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

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

SURVEY:

MAT Integrated Advertising Partner Attribution Lengths

50%

39%

17%

5%

28%

1 day 7 day 14 day 30

day

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.

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:

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:

Click Through vs View Through

DEFINITIONS

7 days

View-through(Impression)

Click-through(Click)

Identifier Matching 0

7 daysGoogle Play Install Referrer N/A

1 dayDevice Fingerprinting 0

7 daysOpen URL w/Click ID N/A

●Publisher 1 had an impression 1 day ago.

●The install occurred today.

Non-WindowedInstall Contributions

Install Assists

AttributedInstalls

Publisher

1Publisher 1

Installs

Is View-through

INSTALL SCENARIO

1

11

●Publisher 1 had an impression 2 days ago.

●The install occurred today.

Non-WindowedInstall Contributions

Install Assists

AttributedInstalls

Publisher

1Publisher 1

Installs

Is View-through

INSTALL SCENARIO

2

1

●Publisher 1 had an impression 1 day ago.

●Publisher 2 had a click 5 hours ago.

●The install occurred today.

Non-WindowedInstall Contributions

Install Assists

AttributedInstalls

Publisher

1

1

Publisher 1

Installs

Is View-through

1Publisher 2

INSTALL SCENARIO

3

1

●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-WindowedInstall Contributions

Install Assists

AttributedInstalls

Publisher

Publisher 1

Installs

Is View-through

Publisher 2

Publisher 3

Publisher 4

INSTALL SCENARIO

4

●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-WindowedInstall Contributions

Install Assists

AttributedInstalls

Publisher

1

1

Publisher 1

Installs

Is View-through

1Publisher 2

Publisher 3

Publisher 4

INSTALL SCENARIO

4

?

● 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:

Hi

Jennifer WongDir of Product MarketingHasOffers | MobileAppTrackingJennifer@hasoffers.com@Jenerationy

THANK YOU!