Mobile Attribution monitors and measures a user’s activity on marketing channels through a mobile device.
Mobile attribution is essentially the science of determining which marketing channels and campaigns drove a certain user action like installing an app, making a purchase, or completing a game level on a mobile device. It creates bridges between different platforms such as an ad seen on the desktop that led to an application download on a tablet device. This complex procedure links a user's entire journey, from viewing an ad to downloading an app, enabling marketers to gain a coherent understanding of their ad campaign's performance across various channels and devices.
Mobile attribution is typically tracked through attribution models like the ‘Last Click Attribution Model’, 'First Click Attribution Model', 'Time Decay Attribution Model' or ‘Linear Attribution Model’.
Mobile attribution co-relates with other essential ecommerce metrics such as customer acquisition cost, lifetime value, and conversion rate. By understanding mobile attribution, marketers can conclude which channels are acquiring the most customers at a lower cost, leading to higher lifetime value and improved conversion rate.