Setting Up Attribution

Dana KangWritten by Dana Kang,

In the ever-evolving digital landscape, understanding the impact of your marketing efforts is essential. Attribution provides you with the insights needed to measure success and make data-driven decisions.

Understanding Attribution Models

An attribution model is a framework for distributing the credit of conversion among the various touchpoints in a user journey. Some of the best-known approaches include:

  • Last-touch attribution

  • Incrementality measurement

  • Marketing mix modeling

Each player in the mobile marketing ecosystem has its own interpretation and application of an attribution model. This may lead you to encounter attribution discrepancies at times. For an accurate understanding of your ad performance, it is essential to familiarize yourself with different attribution models.


Attribution is the process of determining the winning touchpoint by following predefined rules. The fact that these rules vary by platform is a major cause of attribution discrepancies.

Airbridge identifies the winning touchpoint under the framework of the Airbridge attribution model. The winning touchpoint tells which of your marketing efforts are most effective in driving desired business outcomes.

The Airbridge attribution model

Airbridge uses the last-touch attribution model, which assigns full credit to the touchpoint closest in time to the conversion. The Airbridge attribution model is applied to the Actuals Report, Retention Report, Revenue Report, and more.

Some reports use different models that are more suitable for their reporting purposes. For instance, the Performance Tracker of the MMM Studio uses Airbridge’s proprietary marketing mix model.

For more details on the Airbridge attribution model and its settings, refer to the articles below:

As part of the attribution process, Airbridge collects touchpoint and conversion data and reconstructs the user journey.

For more details on this process, refer to the articles below:

Advanced Attribution Features

With additional configuration, the Airbridge attribution model can measure ad performance in more various contexts. Organic referrer attribution provides insights into your owned media and their performance on search engines. Reactivation tracking allows you to identify the factors that bring users back to the app after a period of inactivity.

Was this page helpful?

Have any questions or suggestions?