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How can mobile attribution track customer journeys across devices and touchpoints?

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Mobile attribution is the process of identifying and measuring the impact of different marketing channels and campaigns on driving user actions on mobile devices. It helps marketers optimize their mobile marketing strategy and budget by understanding how users discover, engage, and convert across devices and touchpoints. In this article, you will learn how mobile attribution works, what challenges it faces, and what benefits it offers.

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Rudransh Dobhal

Helping brands scale with AI-Powered, Data Driven Performance Marketing | Insights on ROAS, Growth & Strategy |…
Junaid Ashraf Qureshi

Talent Acquisition | Digital Marketer | Social Media Manager?? I team up with businesses and we overcome their current…
Ashwin Palo

AVP Data & Analytics @ HSBC | Performance Marketing & Customer Experience Expert | MMM & DDA | CLCM | Digital Analytics

1 How mobile attribution works

Mobile attribution works by assigning credit or value to different marketing sources that influence user behavior on mobile devices. For example, if a user sees an ad on a social media app, clicks on it, and then installs and opens another app, mobile attribution can track that journey and attribute the install and the first open to the social media ad. To do this, mobile attribution relies on various methods and tools, such as identifiers – unique codes or strings associated with each device, app, or user – such as IDFA for iOS devices, GAID for Android devices, or MAID for mobile apps; links – URLs containing parameters or data that indicate the source, medium, campaign, or content of a marketing action; SDKs – software development kits integrated into mobile apps to enable communication and data exchange with mobile attribution platforms; and APIs – application programming interfaces connecting mobile attribution platforms with other platforms or services. These tools help mobile attribution platforms recognize and match users across devices and apps, track and measure user actions across web and app environments, collect and report user events such as installs, launches, purchases, or registrations; as well as device and app information such as OS, version, or language; access and share data and insights with other platforms or services such as impressions, clicks, conversions, or revenue.

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Junaid Ashraf Qureshi

Talent Acquisition | Digital Marketer | Social Media Manager?? I team up with businesses and we overcome their current challenges together ?
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Mobile attribution operates by assigning credit to various marketing sources influencing user actions on mobile devices. For example, when a user interacts with an ad on a social media app and installs another app, attribution tracks this journey, crediting the install to the social media ad. It employs identifiers like IDFA, GAID, or MAID, links with embedded parameters, SDKs within mobile apps, and APIs for platform integration. These tools facilitate user recognition, cross-device tracking, data collection, and event reporting, enabling insights into actions like installs, launches, purchases, and device information such as OS and version.

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2 What challenges mobile attribution faces

Mobile attribution is fraught with challenges that can significantly affect its accuracy, reliability, and scalability. Fragmentation of the mobile ecosystem is one such challenge, as it is composed of multiple platforms, devices, apps, and channels that have different standards, formats, and policies. This makes it difficult to track and attribute user journeys across different environments and sources. Privacy regulations and restrictions regarding user data collection and usage can also limit the availability and quality of identifiers and data for mobile attribution platforms. Moreover, fraud is a major concern in the mobile ecosystem, as fraudsters can generate fake or invalid clicks on ads or use bots or emulators to generate fake or low-quality installs. These fraudulent activities can have a detrimental effect on the performance and ROI of mobile marketing campaigns as well as damage the reputation and trust of mobile attribution platforms.

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3 What benefits mobile attribution offers

Mobile attribution offers several benefits that can help marketers improve their mobile marketing strategy and outcomes. It provides granular and actionable data on the performance and effectiveness of different marketing channels and campaigns, enabling marketers to optimize their mobile marketing mix, budget, and creative. Additionally, mobile attribution enables marketers to understand and target users based on their behavior, preferences, and needs across devices and touchpoints, allowing them to personalize their mobile marketing messages, offers, and experiences. Furthermore, it helps marketers measure and improve user retention and loyalty on mobile devices. However, mobile attribution faces challenges such as fragmentation, privacy, and fraud that can affect its accuracy, reliability, and scalability. As such, marketers have to choose the right platform or tool that can address these challenges in order to deliver reliable and actionable results.

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4 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Rudransh Dobhal

Helping brands scale with AI-Powered, Data Driven Performance Marketing | Insights on ROAS, Growth & Strategy | Performance Marketing & Growth Lead @ eyewa | eCommerce | Growth | MBA (IB), IIFT Delhi.
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Don't blindly go with DDA just because it's buzz word today. Consider these first: - Define Goals: Match the model to your specific business objectives. For lead generation, use 'Last Click'; for brand awareness, consider 'First Click'. - Analyze - Customer Journey: Longer sales cycles may benefit from 'Time Decay' or 'Linear' models. Ex: Real Estate, Automotive Industry etc. - Evaluate Channel Impact: If certain channels play key roles, 'Position Based' attribution can highlight their value. - Data Capability: Ensure you have the tools to analyze complex models like 'Data-Driven'.Test and Adjust: - Start with a basic model, measure its effectiveness, then experiment with more advanced models for refined insights.

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Ashwin Palo

AVP Data & Analytics @ HSBC | Performance Marketing & Customer Experience Expert | MMM & DDA | CLCM | Digital Analytics
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Data Collection, Storage, stitching data points with other marketing channels, data transparency and reporting is a major challenge to Mobile attribution. For example Facebook provides view through conversion numbers on their platform. Google Ads too provide the same data. But lets say one person saw ads for the same brand on both the channels and converted organically. In this case it will be complicated to understand attribution as FB and Google ADs do not provide View through data separately.

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How can mobile attribution track customer journeys across devices and touchpoints?

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1 How mobile attribution works

2 What challenges mobile attribution faces

3 What benefits mobile attribution offers

4 Here’s what else to consider

Digital Marketing

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How can mobile attribution track customer journeys across devices and touchpoints?

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1 How mobile attribution works

2 What challenges mobile attribution faces

3 What benefits mobile attribution offers

4 Here’s what else to consider

Digital Marketing

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