Understanding and setting up attribution modeling

Feature Summary

Attribution modeling refers to the control over priorities and tiers among the Attribution Units* and the Ad Touch - Open Lookback Window to enhance transparency in campaign performance measurement.

* Attribution unit: a combination of Ad Touch and Attribution Method

For example, for an attribution unit that is determined to have higher accuracy or a stronger impact on app install volume, you may assign a higher priority and set a longer lookback window. On the contrary, for an attribution unit that is determined to have lower accuracy or a weaker impact on app install volume, you may assign a lower priority and set shorter lookback window.

How it works and what it means

Search the last ad touch from attribution units in the order of priority of tiers to measure campaign performance.

Suppose click-referrer and click-ADID are assigned as Tier 1, and click-fingerprint and impression-fingerprint are assigned as Tier 2. Then adbrix will first look for a last ad touch from Tier 1's click-referrer and click-ADID attribution unit. If there is no last ad touch that matches attribution units in tier 1, then the last touch will be searched in attribution units in tier 2. 

Attribution modeling is simple but powerful. With adbrix's attribution modeling feature, you no longer need to be dependent on the Last Touch Attribution model. If you want to continue using fingerprinting but still don't appreciate its reliability and indirect method of measurement, you can now assign fingerprinting to Tier 2 or Tier 3 instead of totally ruling it out.

Understanding Attribution Modeling

Attribution Unit

Attribution modeling of adbrix adjusts the priority of the Attribution Unit, which is a combination of Ad-Touch and Attribution Method, and assigns the Lookback Window of Ad Touch and App Open.

adbrix offers the following ad touch and attribution methods:

• Ad Touch: click, impression, playable, video, google, facebook
• Attribution Method: referrer, fingerprint, ip, cookie, adid(idfa)

Please refer to the below examples of Attribution Unit.

• click-referrer / Lookback Window 7 days
  A user clicks an app-install banner of a media, lands on a market, install and open the app. At this point, a referrer determines that the app install and the open happened via the ad banner. 
  
  
• impression-fingerprint / Lookback Window 3 days
  A user sees an app-install banner of a media, goes to the market, install and open the app. At this point, a fingerprint determines that the app install and the open happened via the ad banner. 

Setting Up

Go to Attribution > Attribution Modeling.

Default Setting

Find the default attribution modeling setting. 

Update the Setting

• Drag and drop attribution methods to the tiers you would like to set. Click Add Tier to create new tiers. .
• Order of attribution units inside a tier doesn't impact priorities. 

Setting Example

If set as below, the last ad touch is searched first from attribution units in Tier 1 and move to search in the order Tier 2, Tier 3.

• Tier 1 : Click-Referrer, Click-ADID
• Tier 2 : Impression-ADID
• Tier 3 : Click-Fingerprint, Impression-Fingerprint