☆ Understanding of Attribution (advertising performance measurement) and guidance on each menu

Definition of Attribution

Attribution refers to the process of finding the cause of a result. It also plays an important role in advertising operations.

If we run an ad and a certain result occurs, such as a new install, purchase, or login, we determine which advertising medium (i.e., cause) this performance is attributable to and analyze it by medium. The entire process from analyzing the performance of each advertising medium to establishing standards for recognition is called attribution.

In other words, attribution can be defined as “a standard setting and analysis process to determine the advertising medium (cause) that contributed to a specific performance (result).”

This document guides you step by step through the settings and details required to start Attribution in DFINERY.

Information on the measurement method of DFINERY attribution ‘Adbrix’

Adbrix, DFINERY attribution function, is based on ① ad response ~ app launch, ② Measure the two steps from app launch to in-app event thoroughly.
You can analyze advertising performance by setting rules at each stage.

1. Open Attribution

a. This refers to the attribution between ‘Ad-touch ~ App Open’.

Ad-Touch Type	App Open Attribution	Rule settings
Click Impression Playable Video	New Install (by Ad-touch type) Re-Install (by Ad-touch type) Deeplink Open (by Click)	Open Attribution Modeling Lookback Window

b. There are two options below that can be set through the Open Attribution Rule provided by DFINERY.

• Priority (Tier) design for each open attribution unit
• Lookback window settings for ‘Ad-touch ~ App Open’

c. This setting is set in the Open Attribution Modeling menu .

d. Using the Open Attribution Modeling function, you can solve the following questions.

• After a click (or exposure) occurs through advertising medium A, how much time must the app be installed/launched to be recognized as the contribution of this medium?
• Which Ad-Touch contribution will you give more priority to, clicks or impressions?
• Can I prioritize App Open attribution measurement methodologies according to my operational strategy?

2. In-App Event Attribution

a. This refers to attribution between app opening and in-app events.

Event Attribution rule setting function	Detailed settings
Open Attribution Type	New Install, Re-Install, Deeplink Open
Event Lookback Window	1 hour ~ 31 days
Attribution View Point	First, Last

b. The Event Attribution attribution settings provided by DFINERY are as follows.

• Open Attribution Type: Open type setting through inflow channel
• Event Lookback Window: Contribution period settings for event performance measurement analysis
• Attribution View Point: Setting the order of attribution that contributed to event performance measurement

c. This setting can be set at the top of the conditions area when creating or editing a report.

[[Quote:Warning:Small]] Is the In-App Event attribution area not activated?
This area is activated when Attribution, that is, a group by condition related to advertising, is added.
If you add an ad partner or tracking link, the corresponding screen will be activated.

Definition guide for each DFINERY console Attribution menu

1. Ad Landing Settings: Define user landing point

Ad Landing settings are an essential process that allows you to select the basic point where users will land through advertisements.
Upon completing this process, DFINERY's powerful All-Link feature, which provides automatic branch landing depending on the platform (AOS, IOS, WEB) and whether or not the app is installed, is automatically activated with just one link.

> See how to set up Ad Landing Settings

[[Quote:Guide:Small]] Learn more about All-Link provided by DFINERY
DFINERY Tracking Link supports the All-Link function that allows marketers to set the desired landing point according to their advertising operation strategy.
_ All-Link: Landing Segmentation
_ Example of landing segmentation by situation

2. Ad partner Settings: Activating advertising media

: DFINERY is already linked to most domestic and foreign media.
Check the Ad partner settings tab to see what media and advertisements you will use to promote your app.
For most media outlets except major media outlets, you can prepare to run advertisements with that media outlet with a simple 'Activate' button.

> See how to set up Ad patnter settings

[[Quote: Guide: Small]] What if there is no medium to run advertisements?
a. a. a. You can set the media you want through a custom partner. [Custom Partner Creation Guide]
b. b. For media wishing to link with partners

[Application for advertising partner registration] Please check the guide and then fill out the application.

3. Ad Campaign: Creating an advertising campaign and tracking link

DFINERY Ad Campaign is identical to the advertising structure generally provided in the advertising ecosystem.
" Ad Campaign(Top) - Ad partner(middle) - Tracking link(bottom) total of 3 structures (*refer to screen)"
You can configure and manage Ad Campaigns by considering advertising type, medium, country, region, etc. You can configure and manage Ad Campaigns by considering advertising type, medium, country, region, etc.

[Capture screen reference guide]
- Ad campign is used to group and manage advertisements with the same purpose (e.g. CPA, CPI, etc.).
- Ad Partner is a group of media (partners) to achieve this purpose.
- Tracking Link is the minimum unit for measuring advertisements and a URL for measurement.

> Creating Ad Campaign and issuing Tracking Link
> Segmentation of advertising performance measurement using parameters

[[Quote:Guide:Small]] Google Ads, Apple Search ad settings
The above two media are not included in Ad Campaign and are set directly in the Ad Partner Settings menu.
Please check the guide for each media in Setting up major media partners .

4. Setting up Open Attribution Modeling: Setting the ranking of performance measures

Understanding and modifying the concept of open attribution is very important.
This is because the range of Ad-touch to App Open that DFINERY recognizes as advertising performance changes depending on this setting.

This tab provides the most commonly used priorities and lookback windows in the app advertising environment as default settings, and can be changed to suit your operating strategy.

[[Quote: Guide: Small]] Are you curious about more details about DFINERY Attribution?
> Setting up Open Attribution Modeling
> Setting up In-App Event Attribution Conditions

5. Post-back settings: Sending data to media

Postback is a function that delivers analysis data collected using the DFINERY SDK to advertising media.
Postback allows you to launch specific advertising products operated by advertising media companies.

[[Quote:Information:Small]] Want more information about postbacks?
> > How to understand and set up postbacks

Is there something in the guide you don't understand?
Please feel free to contact DFINERY Customer Success Team ( dfn.tw_csm@igaworks.com ) :)