1、The essentials of mobile app attributionA guide from start to finishEBOOKAPP GROWTH AWARDSMMP OF THE YEARContentsIntroduction:What is mobile attribution?312 reasons mobile attribution is important 4Attribution amidst the changing privacy landscape 6Part 1:How does mobile attribution work?7Understand

2、ing ad engagement 7The players:Who buys and sells ads?8How are ads bought and sold?9Part 2:How does an MMP provide attribution?10How MMPs communicate with apps10How an install is matched to a user 10Part 3:Making sense of attribution data 13Attribution windows 13Attribution waterfalls 15Attribution

3、in the new privacy era 18Cross-device attribution 20Next-gen measurement 21Part 4:Why is mobile attribution hard?22Problem 1:Fragmented user journeys 22Problem 2:No industry-wide standards for attribution 23Problem 3:Competing models of attribution 24Problem 4:Ad fraud is rampant and stealing budget

4、s 26Part 5:Benefits of working with a mobile attribution provider 27How a mobile attribution provider grows your app 27Real-world examples from Adjust clients 28Conclusion 29Grow faster with a mobile attribution provider 302The essentials of mobile app attributionTo make successful marketing decisio

5、ns,app developers and marketers use mobile attribution to understand better how users interact with their advertisements At its core,mobile attribution explains the journey a user took to install your app and the decisions they make in-app once they open itMobile attribution helps you follow a user

6、journey like the one below to determine which of your ads on which channels are capturing the most usersand which are bringing in the highest-value usersby monitoring post-install metrics like time in-app and in-app purchasesWhat is mobile attribution?Follow the user journeyFor example,a user views