Setting Up Attribution

Attribution is the process of determining which ad contributed to an event that occurred after you ran a campaign. Airbridge measures ad performance based on the Airbridge attribution model.

Attribution is the process of determining which ad contributed to a result, based on a defined set of rules. Those rules make up the attribution model. The same ad can be credited differently depending on the model, so you need to understand the attribution model to read ad performance accurately. Common models include last-touch attribution (LTA), incrementality, and marketing mix modeling (MMM).

From understanding attribution for the first time to setup and advanced use, find the guide that fits your needs.

Understand attribution

• Airbridge Attribution Model

• Attribution Scenarios

Set up and manage

• Lookback and Attribution Window Setup

• Data Collection Methods

• Attribution Methods

Advanced use

• Organic Referrer Attribution

• Reactivation Tracking