How app attribution actually works.
From the tap on an ad to the install, the signup and the revenue: what gets counted, who gets credit, and why the numbers never quite match.
install,
credit.A plain-English handbook for growth teams
Chapters
- 01
7 min read
What is mobile app attribution?
App attribution links each install and in-app event to the ad, link or channel that drove it. Learn how it works, who does it and why the numbers differ.
- 02
8 min read
How an install gets attributed
Install attribution follows a chain from ad click to app store, first open, SDK and match. See deterministic and probabilistic matching and Apple's policy.
- 03
8 min read
Attribution windows, explained
Attribution windows set how long a click or view can earn credit for an install. Compare verified defaults for Google, TikTok, SKAN and AdAttributionKit.
- 04
8 min read
Self-attributing networks
Meta, Google and TikTok decide their own install credit as self-attributing networks. See how SAN claims work and why their totals differ from your MMP.
- 05
7 min read
Organic vs paid installs
Organic installs are what is left after every paid and tracked source is credited. Learn how the split is calculated and the common leaks that inflate organic.
- 06
9 min read
iOS attribution with ATT and SKAN
How iOS attribution works under ATT. Learn the IDFA rules, SKAN 4 postbacks, conversion windows, crowd anonymity tiers, coarse values and AdAttributionKit.
- 07
7 min read
Android attribution and the install referrer
How Android installs are attributed with the Google Play Install Referrer and the Meta Install Referrer, what each one returns, and where each one falls short.
- 08
8 min read
Deep linking and deferred deep linking
Deep links open a screen in an app and deferred deep links survive the install. Learn universal links, App Links and why linking and attribution go together.
- 09
8 min read
In-app events, postbacks and ROAS
After the install, attribution tracks in-app events and revenue, sends postbacks to ad networks and turns cohorts into ROAS. Learn how each part works.
- 10
7 min read
Mobile ad fraud and attribution
Mobile ad fraud steals attribution credit through click spam, click injection, bots and device farms. Learn how each works and the signals that expose it.
- 11
9 min read
How to choose an MMP
Compare MMPs on pricing model, free tier, deep linking, fraud protection, raw data, seats, SDKs and support, with a side-by-side table of eight vendors.
About the book
What is mobile app attribution?
Mobile app attribution is the process of crediting each app install and in-app event to the ad, link or channel that drove it. It tells you which campaigns bring users, so you can move budget to the ones that work.
What is a mobile measurement partner (MMP)?
An MMP is a third-party platform that attributes installs and events across all your ad networks and channels, deduplicates them so each install is counted once, and sends results back to ad networks.
What is the difference between deep linking and attribution?
Deep linking sends a user to a specific screen in the app; attribution records which campaign brought them. Many MMPs offer both in one SDK, so the same link routes the user and credits the install.
Is this guide free to cite?
Yes. Any chapter can be quoted with a link back to the page it came from.
Who is this guide for?
Growth marketers, product managers and engineers who work with mobile app data and want to understand why attribution numbers look the way they do.
Do I need to read the chapters in order?
No. Each chapter stands on its own, though the early chapters introduce terms used later. The glossary defines every key term.