This guide covers everything you need to know about how app tracking works. Find an overview of the economics of mobile marketing, an explanation of the tech behind it, and a review of key concepts behind the theory of attribution. Get comfortable with the mechanics of how it's done, and how to reliably track your own mobile ad campaigns.
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
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?