Attribution Methods

Airbridge collects touchpoint and conversion data to reconstruct the user journey and measure ad performance.

Given the complexity of user journeys spanning various platforms and devices, Airbridge uses a number of attribution methods and ensures accuracy.

Airbridge Attribution Methods

Airbridge recreates user journeys using multiple attribution methods while employing 2 major approaches: the deterministic and probabilistic approach.

Attribution Method

Using
Identifier

Approach

Attributed By

Device ID Matching

Yes

Deterministic

Airbridge

Attribution for SANs

No

Deterministic

SANs

SKAN

No

Deterministic

Apple

Deep Link

Yes

Deterministic

Airbridge

Install Referrer

Yes

Deterministic

Airbridge

Probabilistic Modeling

No

Probabilistic

Airbridge

The availability of identifiers varies depending on the platform. For the comprehensive management and use of multiple identifiers, Airbridge has implemented the Airbridge Device ID.

Airbridge Device ID

Airbridge Device ID is a Universally Unique ID used to identify devices. As a default, GAID for Android and IDFA for iOS are used. If GAID or IDFA is unavailable due to LAT (Limited Ad Tracking) or ATT (App Tracking Transparency), IDFV or a randomly generated value is used instead.

Deterministic approach

The deterministic approach relies on verifiable information to attribute a conversion directly to a specific touchpoint.

Probabilistic approach

The probabilistic approach is used when no deterministic identifiers are available. Airbridge prioritizes the deterministic approach over the probabilistic approach for user identification.

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