Mobile Attribution 101: Tracking App Install Campaigns
Mobile Attribution 101: Tracking App Install Campaigns
Mobile attribution helps you understand which marketing efforts drive app installs and engagement. Here's what you need to know.
What is Mobile Attribution?
Attribution connects your marketing activities to user actions. When someone installs your app, attribution tells you which ad, campaign, or link led them there.
The Attribution Flow
User sees ad → Clicks ad → Installs app → Opens app → Attribution recorded
Why Attribution Matters
Without attribution, you're flying blind:
- Budget allocation: Know which channels perform best
- ROI calculation: Measure return on ad spend
- Optimization: Improve underperforming campaigns
- Fraud detection: Identify suspicious install patterns
Key Concepts
Install Attribution
Tracking which source led to an app install.
Facebook Ad → Install → Facebook gets credit
Event Attribution
Tracking which source led to in-app actions (purchases, sign-ups).
Facebook Ad → Install → Purchase → Facebook gets credit for purchase
Multi-Touch Attribution
Understanding the full journey, not just the last click.
User journey:
1. Google search → Website visit
2. Facebook retargeting → App store page
3. Organic search → Install
Who gets credit?
- Last touch: Organic search
- First touch: Google search
- Multi-touch: All three, weighted
Attribution Methods
1. Device Fingerprinting
Matching device characteristics to link clicks.
| Data Point | Example | | ----------- | ---------------- | | IP Address | 192.168.1.1 | | User Agent | iPhone/iOS 17.0 | | Screen Size | 1170x2532 | | Timezone | America/New_York |
Accuracy: ~80-90%
2. Click-Through Attribution
Direct click tracking with device identifiers.
Click → Capture IDFA/GAID → Install → Match identifier
Accuracy: ~99%
3. View-Through Attribution
Tracking ad impressions, not just clicks.
User sees ad (no click) → Later installs → Ad gets partial credit
Accuracy: Varies (often debated)
4. Deep Link Attribution
Using smart links to track the source.
LinkShark URL → User clicks → Metadata captured → Install → Match
Accuracy: ~99%
Attribution Windows
How long after a click can you attribute an install?
| Window Type | Typical Duration | | ------------- | ---------------- | | Click-through | 7-30 days | | View-through | 1-24 hours | | Re-engagement | 7 days |
Privacy Considerations
iOS App Tracking Transparency
Since iOS 14.5, users must opt-in to tracking.
ATT prompt → User allows → Full attribution
ATT prompt → User denies → Limited attribution (SKAdNetwork)
SKAdNetwork
Apple's privacy-preserving attribution framework:
- Delayed data (24-48 hours)
- Limited conversion values
- No user-level data
Getting Started with LinkShark
LinkShark provides built-in attribution for all deep links:
const link = await linkshark.createLink({
channel: "facebook",
campaign: "summer_sale",
feature: "banner_ad",
});
// Later, in your app
const attribution = await linkshark.getAttribution();
console.log(attribution);
// { channel: 'facebook', campaign: 'summer_sale', ... }
Best Practices
- Use UTM parameters consistently
- Set appropriate attribution windows
- Implement both click and view-through
- Test your attribution setup
- Monitor for fraud
Conclusion
Attribution is essential for understanding your marketing ROI. Start tracking with LinkShark today.