Single Touch Attribution Report, understanding and interpretation

outline

Single Touch Attribution is a report for analyzing advertising performance measured through tracking links.
This document provides example settings and metric definitions for analysis purposes.

Single Touch Attribution

#1

Analysis of advertisement inflow results by date

This is the most basic advertising inflow analysis report. You can analyze ad clicks and execution figures by date and advertising channel.

Table Design

• Group by : Daily > Ad Campaign > Ad Partner > Tracking Link
• Metrics: New Install (by Click), Re-Install (by Click), Deeplink Open (Total), Click (Total)

Conditions

• Attribution Conditions
  Attribution Conditions는 In-App Event Attribution결과에만 영향을 미칩니다.
  본 예시의 Metric에 In-App Event는 포함되지 않기 때문에 이 설정은 분석에 어떠한 영향도 미치지 않습니다.
  
• Data Range
  리포트 분석 기간을 선택합니다.
  
  
• Time Zone
  분석이 수행될 타임존을 선택합니다.
  (Korea standard time = UTC+9) (Korea standard time = UTC+9)
  
  
• Audience
  _ If you have a predefined audience in Audience Studio, you can select it to start cohort analysis.
  _ Audience Studio feature guide / Cohort Analysis: Escaping the trap of averages
  
  
• Analytics Conditions
  광고 채널을 통해 유입된 결과만을 리포트하기 위해 Ad Partner 중 Organic(자연 유입) 채널을 제외했습니다.
  _ Although Organic inflow is not an advertising channel, DFINERY recognizes it as an independent inflow channel and is included in Ad Partner properties.

#2

Analysis of daily advertisement inflow and purchase conversion

We create a report that checks everything from advertisement inflow to purchase conversion at once.

Table Design

Set ‘KPI Metrics’ as follows.

• Set KPI name : Enter the metric name to add to the report.
  
• In what units should we count?
  Total: Select the total number of times the event occurred.
  
• What are your campaign goals?
  Customer purchases a product: The purchase completion event is analyzed.
  
• You can further segment your product purchases.
  Track purchases of all products. : Analyze overall purchase results, not specific products.
• How many hours or days will it take to achieve the goal after the campaign inflows?
  광고를 통한 앱 실행 후 구매 전환까지의 룩백윈도우(Lookback Window)를 선택합니다.
  유입 기준은 New Install, Re-Install, Deeplink Open을 포함한 Last Open 입니다.
  
  

Conditions

• Attribution Conditions
  Attribution Conditions는 In-App Event Attribution 결과에만 영향을 미칩니다. 따라서 기본 설정을 그대로 유지합니다.
  본 예시의 Metric에 In-App Event는 포함되지 않기 때문에 이 설정은 분석에 어떠한 영향도 미치지 않습니다.
  본 예시의 'KPI Metrics'는 Attribution Conditions 설정에 영향을 받지 않습니다.
  
  
• Data Range
  리포트 분석 기간을 선택합니다.
  
  
• Time Zone
  분석이 수행될 타임존을 선택합니다.
  (Korea standard time = UTC+9) (Korea standard time = UTC+9)
  
  
• Audience
  _ If you have a predefined audience in Audience Studio, you can select it to start cohort analysis.
  _ Audience Studio feature guide / Cohort Analysis: Escaping the trap of averages
  
  
• Analytics Conditions
  광고채널을 통해 유입된 결과만을 리포트하기 위해 Ad Partner 중 Organic(자연유입) 채널을 제외했습니다.
  Organic 유입이 광고 채널은 아니지만 디파이너리는 독립된 유입 채널로 인정하고, Ad Partner 속성에 포함됩니다.

Metric Definition

[[Quote:Guide:Small]] Learn about the basic structure of Data Explorer
Data Explorer - Please check additional documentation for understanding of the analysis structure and examples .

[[Quote:Guide:Small]] Using tracking parameters
Supports further refinement of performance analysis by adding parameters to the DFINERY tracking link.
You can additionally refer to the advertising performance measurement segmentation document using parameters .

Metrics list