Attribution Scenarios

Learn how Airbridge measures ad performance in specific situations. Before you proceed, refer to this article on the Airbridge attribution model and familiarize yourself with the concepts below.

Web attribution rules

Airbridge’s web attribution rules differ from the mobile app attribution rules in the following aspects.

  • You can’t set a lookback window for web events.

  • The attribution window for web events is set to 3 days (72 hours) by default. If you wish to make changes, refer to this article.

  • Touchpoints collected via tracking links are prioritized over touchpoints collected via Airbridge Web SDK’s UTM parameter parsing.

Mobile App Attribution

The scenarios below illustrate the mobile app attribution process. It will be assumed that fraudulent touchpoints have already been ruled out and that all conversions took place in the app.

How the lookback window works

Let’s say the user has interacted with three different ad channels before installing the app. The goal here is to determine which ad channel should take credit for the app install.

Having reconstructed the user journey, Airbridge proceeds as below.

How the attribution window works

Let’s say the user has interacted with the app five times, including the app install. The winning touchpoint for the app install has already been determined, and the goal here is to figure out how to attribute the post-install in-app events.

Having reconstructed the user journey, Airbridge proceeds as below.

How overlapping attribution windows work

Let’s say the user has interacted with the app five times, including an app install and a deep link open. The winning touchpoints for the two events have already been determined, and the goal here is to figure out how to attribute the remaining post-install in-app events.

Having reconstructed the user journey, Airbridge proceeds as below.

Web Attribution

The scenarios below illustrate the web attribution process. It will be assumed that fraudulent touchpoints have already been ruled out and that all conversions took place in the app.

Web attribution rules

Airbridge’s web attribution rules differ from the mobile app attribution rules in the following aspects.

  • You can’t set a lookback window for web events.

  • The attribution window for web events is set to 3 days (72 hours) by default. If you wish to make changes, refer to this article.

  • Touchpoints collected via tracking links are prioritized over touchpoints collected via Airbridge Web SDK’s UTM parameter parsing.

How to attribute a web event

For Airbridge to identify the winning touchpoint for web events, the Airbridge Web SDK should be integrated into your website, and the user should visit your website by clicking on a tracking link-embedded ad.

Let’s say the user has interacted with the website four times, including the website visit. The goal here is to figure out how to attribute the post-visit web events.

Having reconstructed the user journey, Airbridge proceeds as below.

How overlapping web attribution windows work

Let’s say the user has interacted with the website five times, including two times of website visits. The goal here is to figure out how to attribute the other three web events.

Having reconstructed the user journey, Airbridge proceeds as below.

Web-to-App Attribution Using CTA buttons

The scenarios below illustrate the web-to-app attribution process. It will be assumed that fraudulent touchpoints have already been ruled out and that all conversions occurred in the app. Users are sent to the app when they click a call-to-action (CTA) button, such as a “View from our app” button from the website.

To implement web-to-app tracking, embed a custom channel tracking link in the CTA button or create it using the setDeeplinks feature in the Airbridge Web SDK.

Attention

Only ATT opt-in devices can be tracked for ad performance measurement.

Measuring the ad performance

The web-to-app attribution using the setDeeplinks feature is dependent on the Protected Attribution Window (PAW) configuration in the Airbridge Web SDK. This is the time frame in which the touchpoints collected by the Airbridge Web SDK are excluded from the attribution starting from the website launch.

For example, if the PAW is set to 30 minutes, the touchpoints that occur on the website for the 30-minute time frame from the point of time the user opens the website are not considered for attribution.

The following table shows the PAW configuration examples. Refer to this article in our developer’s guide to learn how to configure the PAW in the Airbridge Web SDK.

PAW Configuration

Description

-

Default settings. PAW is set to 30 minutes.

true

PAW can be customized by editing codes.

false

PAW is not used.

Attention

If you want to include a custom channel tracking link to a CTA button, you cannot use the setDeeplinks function. Conversely, if you use the setDeeplinks function to create a CTA button, you cannot embed a custom channel tracking link to it.

Read on to understand the attribution process that varies depending on the PAW settings.

Measuring the website performance

Embed a custom channel tracking lin in the CTA button. The CTA button becomes the winning touchpoint, and therefore, the website's impact on the app's conversions can be measured.

This approach does not require the Web SDK install. However, the performance of the ad that brought users to the website can’t be measured.

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