At a glance: This article explains how Apptrove attributes installs and in-app events to the right sources using its attribution model, covering key principles like last-touch attribution, attribution windows, and re-attribution logic.
Introduction
Apptrove's attribution model is what helps marketers know which ad or partner led to a specific app install or event. By identifying the source of your conversions, Apptrove gives you the insights you need to optimise ad spend, evaluate performance, and improve campaign targeting. This article walks you through the fundamentals of how attribution works on the Apptrove platform.
How Apptrove Attributes Installs
Apptrove uses a last-touch attribution model, which means the most recent eligible interaction with your app is credited with the install or event if it happens within a defined time window.
1. User Clicks on an Ad
When a user clicks an ad from a media source (like a partner network), Apptrove captures the click data, including device and campaign info.
2. App is Installed
If the app is installed within the attribution window (e.g., 7 days by default), Apptrove attributes the install to the last eligible click once the app is opened.
Note: You can configure the attribution window in your Advertiser/Agency Dashboard settings.
3. In-App Events are Tracked
All post-install events (like purchases or sign-ups) are linked to the attributed source unless another re-attribution condition is met.
Attribution Methods Used by Apptrove
Click-through Attribution: When the user clicks an ad and installs the app within the attribution window.
View-through Attribution (optional): If enabled, installs can also be attributed to ad impressions (without a click) if no click is recorded.
Note: View-through attribution is useful for measuring campaigns with high visibility but fewer clicks, like display ads.
What Happens When Multiple Sources Are Involved?
If a user engages with multiple sources (e.g., clicks two ads), Apptrove credits the install to the last eligible touchpoint within the attribution window. Earlier interactions are considered, but not credited.
Re-attribution Logic
If a user re-installs the app after uninstalling it, Apptrove can attribute the re-install as a re-attribution, provided certain conditions are met (e.g., the inactivity window has passed).
Default inactivity window: 60 days (can be customised)
Re-attribution can reset the source credited for future in-app events
Where to View Attribution Details
To view attribution breakdowns:
Go to Logs > Install logs
Filter by Agency, Geo, Install ID, GAID, Click ID
Review details like source, timestamp, click IP, Status, etc.
Note: Make sure the SDK is integrated properly to ensure accurate attribution tracking.
Broaden Your Knowledge:
We are delighted to have assembled a world-class team of experienced professionals who are ready to take care of your queries and answer any questions you may have.
Feel free to reach out to us at any time by emailing us at support@apptrove.com or by using the in-platform chat feature. We'd love to hear from you!
