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This guide explains how the Airbridge attribution model measures ad performance, scenario by scenario. All scenarios assume no fraud occurred.

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Airbridge Attribution Model Concepts

The Airbridge attribution model uses the following concepts. For details, see the Airbridge Attribution Model guide.

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App Attribution Scenarios

This section explains how the Airbridge attribution model determines the touchpoint credited for an app event.

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Determining the Touchpoint Credited for a Target Event

This scenario explains how app event performance is measured. First, you need to determine the touchpoint credited for the target event, the app install.
  1. Only touchpoints within the lookback window are considered by the Airbridge attribution model.
    • Click lookback window: Channel B click, Channel C click
    • Impression lookback window: Channel B impression
    • Not applicable: Channel A click
The Channel A click falls outside the lookback window, so it is excluded. As a result, the Channel A click is not credited for the app install.
  1. Among the touchpoints considered, clicks take priority over impressions.
    • Click: Channel B click, Channel C click
    • Not applicable: Channel B impression
  2. Among the prioritized touchpoints, the one that occurred closest to the target event becomes the winning touchpoint.
    • Winning touchpoint: Channel C click
    • Ad channel credited for the app install: Channel C

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Determining Subsequent Event Credit Following the Target Event

This scenario explains how app event performance is measured. After determining the touchpoint credited for the target event, you need to determine which events are credited to that touchpoint along with the target event.
Events that occur within the attribution window after the target event become subsequent events. Subsequent events are credited to the same touchpoint as the target event.
  • Target event: App install
  • Subsequent events: Sign-up, login
  • All events the ad channel is credited for: App install, sign-up, login

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Scenario with Overlapping Attribution Windows in the App

This scenario explains how to determine the touchpoint credited for each event when multiple target events occur together in the app and their attribution windows overlap.
  1. The Airbridge attribution model measures performance per target event. By default, the attribution window is 30 days for app installs and 3 days for deeplink opens.
    • Target events: App install, deeplink open
  2. Deeplink open takes priority over app install. When a deeplink open occurs within the app install attribution window, the deeplink open attribution window applies first.
    • Events within the app install attribution window: Login, deeplink open, add to cart, purchase
    • Events within the deeplink open attribution window: Add to cart
  3. Subsequent events within each target event attribution window are credited to the same touchpoint as the target event. Here, add to cart occurred within the deeplink open attribution window, so it is credited to the deeplink open.
    • Events Channel A is credited for: App install, login, purchase
    • Events Channel B is credited for: Deeplink open, add to cart

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Web Attribution Scenarios

This section explains how the Airbridge attribution model determines the touchpoint credited for a web event. For the key differences between app and web attribution, see the Airbridge Attribution Model guide.

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Measuring Web Event Performance

This scenario explains how to determine the touchpoint credited for a web event.
  1. App and web attribution work the same way by default. However, web attribution has no lookback window.
    • Winning touchpoint: The ad the user clicked before visiting the website
    • Event that triggers web attribution: Website visit
  2. The attribution window works the same way for both app and web.
    • Events within the website visit attribution window: Sign-up, login, add to cart
  3. Subsequent events within the attribution window are credited to the same touchpoint as the target event.
    • All events the winning touchpoint ad channel is credited for: Website visit, sign-up, login, add to cart

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Scenario with Overlapping Attribution Windows on the Web

This scenario explains how to determine the touchpoint credited for each event when multiple target events occur together on the web and their attribution windows overlap.
  1. The Airbridge attribution model measures performance per target event. Because the website visit occurred twice, performance is measured twice.
  2. Subsequent events within each target event attribution window are credited to the same touchpoint as the target event. When attribution windows overlap, each event follows the website visit that occurred closest to it.
    • Login: Website visit 1
    • Add to cart: Website visit 2
    • Purchase: Website visit 2

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Attribution Scenarios for CTA Buttons on Web Landing Pages

A user can generate events after moving from a web landing page to the app. This section explains how the Airbridge attribution model determines the touchpoint credited for events these users generate. It assumes you used a CTA (Call-To-Action) button, such as “Open in app”, to move users from the web landing page to the app.
There are two ways to add a CTA button to a web landing page. The attribution scenario differs depending on which one you use.
  • Apply the openDeeplink function to the CTA button and set the PAW value.
  • Apply a custom tracking link to the CTA button.
When you add a CTA button using the openDeeplink function, the attribution scenario depends on the PAW (Protected Attribution Window) option.
PAW (Protected Attribution Window)The period that determines which touchpoints, among those collected after the user reaches the web landing page, to exclude from attribution. For example, if PAW is true and set to 30 minutes, touchpoints collected within 30 minutes after the user reaches the web landing page are excluded from attribution. It is mainly used in web-to-app tracking so that app events are credited to the ad channel that brought the user to the web landing page.
The PAW (Protected Attribution Window) default setting is true. PAW must be true for credit to go to the ad channel that ran the web campaign. See the guide below.
Attribution Scenario When PAW Is true
This scenario explains how to determine the touchpoint credited for an event when PAW is set to true.
  1. The target event is the deeplink open.
  2. The touchpoints are the ad click and the CTA button click. The touchpoint that occurred right before the deeplink open is the CTA button click.
  3. However, the CTA button click is excluded from the touchpoints considered because it occurred within the PAW.
  4. As a result, the winning touchpoint is the ad click. The deeplink open is credited to the ad channel that generated that ad click.
Attribution Scenario When PAW Is false
This scenario explains how to determine the touchpoint credited for an event when PAW is set to false.
  1. The target event is the deeplink open.
  2. The touchpoints are the ad click and the CTA button click. The touchpoint that occurred right before the deeplink open is the CTA button click.
  3. The CTA button click is the winning touchpoint. The deeplink open is credited to the Airbridge Web SDK. In this case, the channel name appears as airbridge.websdk in reports.
This is the attribution scenario when you add a CTA button using a custom tracking link.
  1. The target event is the deeplink open.
  2. The touchpoints are the ad click and the CTA button click. The touchpoint that occurred right before the deeplink open is the CTA button click.
  3. The CTA button click is the winning touchpoint.
  4. A custom channel tracking link is applied to the CTA button. As a result, the deeplink open is credited to the ad channel set in the campaign parameters of that custom channel tracking link.