Mobile attribution is the process of connecting actions and activities that occur outside of a mobile app, to those that occur in the app. Singular tracks these attributions via linking an impression or click action that happens on a device, to the install (first session) of a mobile app on that same device.
Singular’s mobile attribution tracking uses the following methods to perform install attribution:
|Identifier Matching||In this method, the attribution is done based on the Google Advertising ID (AIFA) or iOS Advertising ID (IDFA) that are sent in the tracking link. Once the install event arrives from the Singular SDK, it is matched to the click based on that ID. Identifier matching has a maximum of a 30-day attribution window.|
|Fingerprinting||In this method, a tracking URL collects basic information of the device, including IP address and model, which results in a unique fingerprint. The same fingerprint is generated locally on the device once the app is installed and then sent via Singular SDK session. The click and the session are then fingerprint matched. Fingerprint matching is limited to 24 hours.|
|Referrer (Android only)||This is considered as the most reliable way for attribution. It uses a referral ID that is passed on to Google Play store once a user clicks on an ad. Once the user installs the app, the Singular SDK sends the referral ID forwarded by the Play Store, and attribution is performed.|
In accordance with Google and Apple privacy policies, Singular tracks unique devices and their attribution information, using the user-resettable Google Advertising ID (AIFA) and iOS Advertising ID (IDFA).
Singular retains a device’s install attribution information for two years to ensure attribution and cohort accuracy. Re-engagements can be tracked any number of times with supported partners.
Re-engagement attributions are where existing users who have installed the app already, are actively re-targeted by a campaign. These attributions are only supported through campaigns where the tracking-tag is [enabled for re-engagement] (placeholder).
Event attribution is based on the device’s attribution. For example, an event that occurs on the device will be attributed to the source of the device’s last attribution, whether it be the install attribution or re-engagement attribution.
Attribution Methodologies with Partners
Attribution tracking with integrated partners are can be generally categorized into three types.
* Clicks that originate from the device
* Clicks that originate from ad network server
* Self-attributing ad networks
Each has distinct differences, but are are equally effective to track your campaign’s performance and effectiveness