Hundreds of thousands of apps in numerous app stores and marketplaces all compete for the attention of millions of customers. What is an advertiser (such as a mobile app developer) to do? How can other partners help reduce friction for advertisers and simplify their own operations?
This article is part of our Background & Setup series.
Attribution Analytics standardizes, centralizes, and simplifies attribution analytics for advertisers so that they can scale their advertising campaigns effectively and efficiently. By taking advantage of Attribution Analytics, app developers who advertise their mobile apps can acquire users from over 600 of our integrated advertising partners (or any traffic source of your choice).
Although HasOffers is a great platform for managing supply-side channels (such as your own affiliate program), it does relatively little to ease the complexity introduced by mobile advertising on the demand side. This deficiency drove us to develop a separate platform for advertisers: Attribution Analytics, which extends the performance advertising DNA of HasOffers, and focuses on meeting the needs of advertisers and mobile app developers.
Accurate Last-Click Attribution
In our current industry, advertisers work with numerous advertising partners (potentially up to 300) and it becomes increasingly difficult to determine which one of those advertising partners (publishers) gets credit for a particular mobile app installation. As such, the issue of duplicate attributions arises where multiple partners promote a mobile app, and multiple software development kits (SDKs) are notifying the respective partners of the installation event. Subsequently each one of those partners assumes credit for being the promotion source.
Attribution Analytics solves this complication by implementing “last-click attribution”, where Attribution Analytics’s measurement engine analyzes click-stream data and correlates the last click of the ad (that immediately preceded the mobile app installation) with the partner promoting the particular ad. With Attribution Analytics, only one partner gets credit for a mobile app installation.
For information about how we prevent duplicate attributions, read our Attribution Analytics article on preventing duplicate attributions for mobile app installs.
Unified Attribution Solution
Attribution Analytics combines several different attribution methods into a unified solution that not only attributes app-to-app installations, but also mobile web-to-app installations. These attribution methods currently include:
Advertising partners can depend on Attribution Analytics to attribute installations accurately and with complete transparency based on a wide variety of available data, including a broad range of unique identifiers that Attribution Analytics leverages for matching and attribution.
Depending on the platform (such as the Google Play Store, Apple iTunes App Store, or Amazon App Store), advertisers can specify one or all of these unique identifiers for their on-click events (and conversions). Attribution Analytics evaluates each request to determine the most accurate method for attributing a conversion. If attribution based on unique identifiers is unsuccessful or no unique identifiers were specified on click, then Attribution Analytics automatically uses device fingerprint matching. For the Google Play Store, downloaded apps pass an installation referrer string (specifically, a Attribution Analytics tracking ID) on click, and later pass it back to use for attributing conversions.
Since Attribution Analytics handles the entire mobile attribution process, advertising partners can pass their ID (that references their ad click) into our ref_id parameter—a unique identifier for the partner (such as their impression ID, click ID, or tracking ID). When Attribution Analytics attributes an installation to a partner, it can include the reference ID of that partner to easily match an installation to its corresponding click event (for their own reporting and optimization).
Want to Work with Attribution Analytics Clients?
To simplify the complexities of mobile attribution and eliminate the need for advertisers to install multiple SDKs, Attribution Analytics provides a demand-side platform built specifically for mobile advertisers (app developers). Therefore, Attribution Analytics is not a white-label solution for advertising partners or networks. So how do partners work with Attribution Analytics to measure mobile app installations for their advertisers/app developers?
Advertising partners simply recommend their advertisers (including app developers) to be clients of Attribution Analytics.
Since the advertisers are our clients, Attribution Analytics helps them implement our SDKs into their mobile applications (a one-time process). Instead of charging the advertising partner, we charge the advertiser for using our platform on a cost-per-request model. Partners who promote and generate the installations to our platform are not charged.
App developers who implement our technology gain exposure to multiple advertising and publishing networks, where advertising partners can work with them either as an internal partner, or more seamlessly as an integrated partner.
Integrating with Attribution Analytics
Over 600 advertising networks, demand-side platforms, and other publishing platforms have completed integration with our platform. Attribution Analytics streamlines the process of sending the appropriate information to the advertiser in their Attribution Analytics measurement URLs, and Attribution Analytics sends data back to the publishing system via server postback URLs. To see an up-to-date list of current advertising partner integrations, see integrated partners.
Becoming an integrated partner makes it easier for advertising partners to work with their advertisers using Attribution Analytics. An advertising partner who is not an integrated partner can still work with advertisers, but they must manually add the partner as an Internal Partner to their account and generate a measurement URL for them.
After integration is complete, Attribution Analytics devotes a specific page to the partner-integrated platform, essentially making partners visible and accessible by our advertisers and clients. To our created measurement URLs, we automatically append any additional parameters that the publishing system supports. Then advertisers can enable conversion measurement for these parameters so that Attribution Analytics can pass installation data to their system via server postback URLs in real-time.
HasOffers Clients Integrating with Attribution Analytics
By design, Attribution Analytics is a demand-side platform that allows advertisers to work with many different distribution partners, including publishers, advertising networks, and other integrators. On the other hand, the HasOffers product is a supply-side platform built specifically to help advertising agencies and affiliate networks measure and manage thousands of unique publisher/affiliate relationships.
Clients of the HasOffers product can request a advertising partner to integrate with Attribution Analytics, similar to any other partner as described in the previous section. Attribution Analytics clients can also integrate partners directly in the Attribution Analytics system by following these steps.