AppsFlyer-attribution-model

　　At a glance:AppsFlyer determines the media source motivating a user to install or re-engage with an app and attributes the user action to that source using the AppsFlyer attribution model.

　　What is attribution?

　　Attributionis the act of determining what motivated (caused) a user to install an app or to perform post-install acts like re-engagement and re-attribution. The attribution result is either:

　　A non-organic media source: The user interacted (usually by way of impression or click) with a media source.Organic: The user did not interact with a media source. Note! For ease of understanding, we often refer to a user as beingattributed organically. We know that this is not strictly true, as users installing organically aren't attributed at all.Attribution is essential to optimizing user acquisition, re-engagement efforts, and results.

　　What is an app install?

　　TheAttribution Modelis a set of rules, that determine how credit for an event is assigned to touchpoints in conversion paths. Each of the players in the app marketing ecosystem, Google Play, App Store, Apple, CTV platforms, ad networks such as Facebook and Twitter, and mobile measurement companies, have their own attribution models. Each counts installs and events differently.

　　What's important is not the difference between the models but rather that the rules are clear and are implemented in a manner that is unbiased. Enabling advertisers to optimize campaigns and compare the quality of user performance.

　　It is important to understand the models and rules of the players you work with. Most important is to understand the model and nuances of the methods supported by AppsFlyer.

　　In AppsFlyer, an attributable event occurs when any of the following occur:

　　In the context of user acquisition:Aninstallis recorded and attributed after the user downloads and launches the app. This means that in AppsFlyer, thetimestamp of an app install is the first launch. In contrast, ad networks use the engagement time and App stores use the download time.In the context ofretargeting:Re-engagementRe-attribution

　　Attribution methods

　　AppsFlyer uses a number of attribution methods, listed in the table that follows:

　　The attribution methods are utilized according to the priorities shown in the chart. Upon a new install, if there is more than one valid engagement,AppsFlyer prioritizes clicks over impressions, and deterministic over probabilistic methods.