To measure the effectiveness of paid app install marketing, advertisers need to track the performance of their ad creatives across multiple channels and targeting options. To do that, you need to use an ID-based, closed-loop attribution solution. There are two main ways to “close the loop” with paid campaigns, however: click-through and view-through attribution. How do you know which is right for your campaign? Click-through Attribution With click-through attribution, a new download is attributed to an ad only if a user clicks on it. Nearly always there is a “click attribution window” – usually 14 days – meaning the download…..
In rapidly evolving industries, uncertainty can be a killer — so the introduction of the Advertising Identifier (IDFA) with iOS 6 was a welcome relief. The app marketing industry needed a privacy-respecting, industry-standard way to attribute ad performance, and the IDFA seemed like an ideal answer to an unsettled situation. Then, the news reports in February cited rejections of some apps who accessed IDFAs but didn’t display ads, throwing the situation back into confusion. Now, as Sarah Perez at TechCrunch just noted, Apple has made some changes to the iTunes Connect agreement that seem to confirm our initial interpretation of the…..