Last-Click Data Tells a Fraction of Mobile Attribution Story - eMarketer

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Last-Click Data Tells a Fraction of Mobile Attribution Story

September 18, 2015

Daniel Kahtan
Director, Sales and Business Development

Mobile attribution relies heavily on last-touch attribution methods to assign credit for an install to a media source. Daniel Kahtan, AppsFlyer’s director of sales and business development, spoke with eMarketer’s Catherine Boyle about how credit is assigned today, where the industry may be headed and how many advertisers are overlooking data that might suggest app users are more valuable than they realize.

eMarketer: What type of attribution method are you using?

Daniel Kahtan: We are giving 100% credit to the last click. We also report on multitouch attribution, meaning we report the assisting or contributing networks. We do this because a user will often see an ad from network A and they’ll click through, but they won’t download the app. Then they’ll get an ad for the same app from network B and they’ll click through and download the app. Network B will be the 100% credited attributable network, but network A will be labeled as an assister.

eMarketer: How can an advertiser use this assist data to optimize their mobile media mix?

Kahtan: Let’s say network A has been credited with 70% of installs and 30% of assists. One advertiser might look at this data and say, “[network] A isn’t converting the users well enough, so I’m going to cut my spend on it.” However, by doing that they might find that their conversion rate across other channels decreases because [network] A has been touching a lot of those users that were eventually converted via other networks.

“It’s our job to apply a standard across everyone to make sure that an advertiser can compare apples to apples, not apples to oranges.”

On the other hand, an ad advertiser might look at [network] A and say, “Brilliant. They’re not converting a significant number of installs, but they’re touching tons of users that are eventually converting. I’m going to increase my spend there because that might result in users converting via other networks.”

Of course each advertiser is going to choose the best way to assess that data according to their goals and their KPIs [key performance indicators]. But having that data gives them access to perspectives and analytical capabilities that they never had before.

eMarketer: Will the industry shift and start assigning credit in a fractional way to credit these assisters?

Kahtan: We haven’t seen or heard many advertisers ask for that. Right now, the data about which network played a part in that download is already proving to be critical for their user-acquisition activities.

eMarketer: Publishers like Facebook, Google and Twitter each take credit for installs in different ways. How do they differ and what does that means for advertisers?

Kahtan: Facebook has a lookback window of 28 days and a one-day viewthrough. As a Facebook mobile measurement partner, we report on installs generated from a 28-day clickthrough window, but we operate on last-click attribution. That means if a Facebook user clicked through on an app-install ad 25 days ago, but didn’t install the app and then today they clicked through on an ad from another network and did install the app, we will attribute that new user to the network that delivered the last-click. However, Facebook will take credit because it occurred within their 28-day window.

The companies you mentioned each have their own setup and reporting mechanisms. It’s our job to apply a standard across everyone to make sure that an advertiser can compare apples to apples, not apples to oranges.


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