Basics of Measurement with Attribution Analytics

When you work with Attribution Analytics, you’re connecting to a user’s journey—from their first experience in your advertising funnel to their last. Below, you’ll explore the basics of that connection while building on campaigns, attribution, and other concepts introduced in our Intro to Marketing Attribution.

This article is part of our Background & Setup series.

Setting the Stage

Let’s set the stage with a story: An online retailer called Outletforce decides to buy traffic for their holiday sales. They put together a campaign their network contacts can forward to publishers.

Outletforce’s campaign includes a brief description, pre-approved banner images, and a cost model. The cost model defines conversions as in-app sales of holiday decor, and pays out a commission on each conversion.

One of Outletforce’s network contacts takes interest in the campaign and decides on a price they’re willing to pay publishers per conversion. The network looks for publishers to promote the campaign, and publishers interested in that network’s offering choose to post the ads. User traffic starts flowing, and some users who engaged with ads convert via sales.

At the same time, Outletforce uses Attribution Analytics to measure in-app sales for the campaign, link those sales to traffic sources, and notify each source regarding conversions they drive. This process of measurement and attribution gives an objective account of campaign performance to advertisers, networks, and publishers alike.

Measurement & Attribution

In the story above and in practice, data enters Attribution Analytics from both the advertising partner and the application. That’s the case for lead gen campaigns, acquisition campaigns, and re-engagement campaigns alike.

When a user clicks on a partner’s ad, Attribution Analytics identifies and stores data about that interaction. Then when a user converts in the application, Attribution Analytics uses those identifiers to determine which partner to attribute that conversion to (if any).

TUNE Links & Postback URLs

Attribution Analytics automatically manages measured and stored data for you. On the partner side, you just need to prepare them to pass data to and optionally receive data from TUNE. To do that, you provide them with TUNE links (measurement URLs) and work with them to set up postback URLs.

TUNE links are used by partners to send us information about a user. When a partner promotes one of your offers, they embed your TUNE link in the accompanying ad. Then when a user clicks on that ad, your TUNE link:

  • Creates a record of that click in Attribution Analytics
  • Optionally requests and stores additional information from the partner
  • Redirects that user to the campaign’s landing page

Postback URLs are used by TUNE to send information to your partner about a conversion. Your partners typically work with you to prepare a campaign’s postback URL in Attribution Analytics. Then when a user converts on that campaign, your postback URL:

  • Notifies your partner of the conversion
  • Optionally sends additional information to your partner
  • Creates a record of that notification in Attribution Analytics

As you use Attribution Analytics, you’ll work with partners to customize and exchange these links.

A Little More Detail on Measurement

We mentioned that TUNE keeps track of various identifiers necessary for attribution. In Attribution Analytics, you can also store other pieces of information from partners and the application itself, like a user’s geographic region, mobile device type, or individual purchases.

At the core of all this, TUNE links and application measurement provide the essential data for attribution.

Such information can be extremely valuable to your business, especially when you’re looking to better match campaigns with ad space. Using measured data from Attribution Analytics, you can also:

  • Gauge and verify partner performance
  • Analyze retention and lifetime value of your users
  • Follow engagement and revenue statistics

For more details regarding the data of our clients and end users, please review our privacy notices.

Going Forward

By taking the time to understand TUNE links and measurement, you’re familiarizing yourself with how Attribution Analytics works.

To round out the topic of measurement and attribution, continue on to our summary of the TUNE Attribution Method Waterfall. That and other suggested articles make up our Background & Setup series.

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