The essentials of mobile app attribution: A guide from start to finish

                         Table of contents

12 reasons why mobile attribution is important for app marketers

How does mobile attribution work?
How is mobile attribution different from web attribution?
What happens when I click on an ad?
How do mobile attribution providers communicate with apps?

The economics of attribution
Who buys and sells mobile ads?
How are mobile ads bought and sold?

Mobile attribution: making sense of the data
What is an attribution window?
Matching an install to a user: the attribution waterfall
Case study

Why is mobile attribution hard?
Problem #1: A fractured mobile ecosystem
Problem #2: Standardization and transparency
Problem #3: Competing models of attribution
Problem #4: Widespread fraud in the mobile marketing industry
Why does mobile ad fraud happen?

Should I do my own attribution?