Mobile Attribution: Complete Guide for App Marketers in 2025

# Mobile Attribution: Complete Guide for App Marketers in 2025

Mobile attribution tells you which marketing channels drive app installs and in-app actions. In a world of privacy changes and multiple ad networks, proper attribution is essential for profitable user acquisition.

What is Mobile Attribution?

Mobile attribution is the process of identifying which marketing touchpoint led to an app install or in-app event. It answers: "Where did this user come from?" Simple Example:

User journey:
Sees Facebook ad → clicks
Redirects to App Store
Installs app
Opens app for first time
Makes purchase

Attribution tells you:
This install came from Facebook
The specific campaign, ad set, and ad
The user's subsequent in-app value

Why Attribution Matters

Without attribution, you're flying blind:

How Mobile Attribution Works

The Basic Flow

AD CLICK
   User clicks ad on Facebook
   ↓
TRACKING LINK
   Click goes through attribution provider (MMP)
   Device data collected (device ID, IP, etc.)
   ↓
APP STORE
   User redirected to App Store/Play Store
   ↓
INSTALL
   User downloads and installs app
   ↓
FIRST OPEN
   MMP SDK detects first app open
   Matches install to original click
   ↓
ATTRIBUTION
   Install attributed to Facebook campaign
   Data sent back to Facebook for optimization

Attribution Methods

1. Device ID Matching (Traditional)

• Uses IDFA (iOS) or GAID (Android)
• Most accurate method
• Declining due to privacy changes

2. Probabilistic/Fingerprinting

• Uses device characteristics (IP, device type, etc.)
• Less accurate (60-80%)
• Works without device IDs

3. SKAdNetwork (iOS)

• Apple's privacy-preserving framework
• Limited data (conversion values)
• Delayed reporting (24-72 hours)

4. Google Play Install Referrer (Android)

• Direct attribution from Play Store
• Very accurate
• Android only

Attribution Windows

Click-through attribution: User clicked an ad, then installed

• Typical window: 7-30 days

View-through attribution: User saw an ad (no click), then installed

• Typical window: 1-24 hours

Mobile Measurement Partners (MMPs)

What is an MMP?

A Mobile Measurement Partner (MMP) is a third-party platform that:

• Tracks app installs from all ad networks
• Provides unified attribution data
• Prevents double-counting across networks
• Sends postbacks to ad networks for optimization

Major MMPs Compared

AppsFlyer Deep Dive

Pros:

• Most ad network integrations
• Robust fraud protection
• Excellent dashboard and reporting
• Strong SKAdNetwork support

Cons:

• Expensive ($0.05-0.12 per attribution)
• Enterprise-focused pricing
• Can get very costly at scale

Pricing Example:

Adjust Deep Dive

Pros:

• Strong privacy compliance (GDPR)
• Good fraud prevention
• Audience builder features

Cons:

• Opaque pricing
• Smaller integration network
• Dashboard learning curve

Branch Deep Dive

Pros:

• Free tier for smaller apps
• Best deep linking solution
• Combined attribution + deep linking

Cons:

• Less sophisticated fraud prevention
• Fewer enterprise features
• Attribution secondary to deep linking

Free/Budget Alternatives

For Startups and Small Apps:

Firebase + Google Analytics

- Free (with limits)

- Good for Google-focused campaigns

- Limited non-Google attribution

Facebook SDK Only

- Free

- Only tracks Facebook installs

- No cross-network attribution

AdBid Attribution

- Included with AdBid plans

- Cross-platform attribution

- No per-event fees

SKAdNetwork (SKAN) Explained

What is SKAdNetwork?

SKAdNetwork is Apple's privacy-preserving attribution framework for iOS. It limits the data advertisers receive while still allowing basic attribution.

How SKAN Works

User sees/clicks ad in app
Ad network registered with Apple
User installs app from App Store
App updates "conversion value" (0-63)
After timer expires, Apple sends postback
Ad network receives: campaign ID, conversion value
   NO user-level data, NO device ID

SKAN Conversion Values

You get one number (0-63) to represent user quality. Strategy matters:

Option 1: Revenue-Based Option 2: Engagement-Based

SKAN Limitations

Setting Up Mobile Attribution

Step 1: Choose Your MMP

Decision Framework:

Budget under $500/mo → Branch (free tier) or Firebase
Budget $500-5000/mo → Branch paid or Adjust
Budget $5000+/mo → AppsFlyer or Adjust
Primarily Google ads → Firebase
Need deep linking → Branch
Enterprise needs → AppsFlyer

Step 2: Implement SDK

Basic Implementation Steps:

Add SDK to your app

   // Example: AppsFlyer iOS

   pod 'AppsFlyerFramework'

   // Initialize in AppDelegate
   AppsFlyerLib.shared().appsFlyerDevKey = "YOUR_DEV_KEY"
   AppsFlyerLib.shared().appleAppID = "YOUR_APP_ID"
   

Configure tracking

   // Track app open

   AppsFlyerLib.shared().start()

   // Track in-app events
   AppsFlyerLib.shared().logEvent("purchase", withValues: [
     "revenue": 9.99,
     "currency": "USD"
   ])
   

Set up postbacks to ad networks

- Configure in MMP dashboard

- Map events to network events

- Set attribution windows

Step 3: Configure Tracking Links

Create tracking links for each campaign:

Structure:
https://app.appsflyer.com/[app_id]?pid=[network]&c=[campaign]&af_adset=[adset]&af_ad=[ad]

Example:
https://app.appsflyer.com/com.yourapp?pid=facebook&c=summer_sale&af_adset=lookalike_purchasers&af_ad=video_1

Step 4: Set Up Events

Essential Events to Track:

Step 5: Connect Ad Networks

For each network, you'll need to:

Create network account in MMP

Share API credentials

Configure postback events

Set attribution windows

Enable cost data (if available)

Attribution Best Practices

1. Consistent UTM Parameters

Standardize your tracking parameters:

Standard structure:
&utm_source=[network]
&utm_medium=[campaign_type]
&utm_campaign=[campaign_name]
&utm_content=[ad_creative]
&utm_term=[targeting]

2. Event Naming Conventions

Create a clear naming system:

Good: purchase_completed, level_5_reached, subscription_started
Bad: event1, purchase, sub

3. Revenue Tracking

Always pass revenue with purchase events:

trackEvent("purchase", {
  revenue: 29.99,
  currency: "USD",
  order_id: "12345"
});

4. Handle iOS Privacy

ATT (App Tracking Transparency):

• Request permission early in onboarding
• Explain value to users
• Have fallback for declined users
• Use SKAdNetwork regardless

5. Fraud Prevention

Enable fraud prevention features:

• Click flood protection
• Install farm detection
• Device anomaly detection
• Time-to-install analysis

Common Attribution Issues

Issue 1: Discrepancies Between MMP and Ad Network

Why it happens:

• Different attribution windows
• Different attribution methods
• Timezone differences
• Delayed data

Solution:

• Align attribution windows
• Use MMP as source of truth
• Allow 24-48 hours for data to stabilize

Issue 2: Organic Installs Misattributed

Why it happens:

• View-through attribution too aggressive
• Click flooding fraud
• Broad fingerprinting

Solution:

• Shorten view-through windows
• Enable fraud protection
• Use deterministic matching when possible

Issue 3: SKAdNetwork Data Gaps

Why it happens:

• Privacy thresholds not met
• Timer issues
• Configuration problems

Solution:

• Aggregate campaigns to meet thresholds
• Implement conversion value strategy
• Test SKAN configuration thoroughly

Mobile Attribution Without an MMP

Can you do attribution without an expensive MMP?

Yes, with limitations:

Option 1: Platform-Only Attribution

• Use Facebook SDK, Google SDK, etc.
• Each network tracks its own installs
• No cross-network deduplication
• Free

Option 2: Firebase + Manual Tracking

• Firebase for Google attribution
• Deep links for others
• Manual reconciliation
• Free (with work)

Option 3: AdBid Attribution

• Cross-platform attribution included
• No per-event fees
• Simpler than enterprise MMPs
• Part of ad management platform

The Future of Mobile Attribution

Privacy-First Attribution

The industry is moving toward:

• Aggregated data: Cohort-level insights vs. user-level
• Modeled conversions: ML-estimated attribution
• Privacy-preserving APIs: SKAN, Privacy Sandbox
• First-party data: Owned data becomes more valuable

What to Prepare For

Build first-party data infrastructure

Get comfortable with uncertainty (less precise data)

Focus on incrementality testing alongside attribution

Invest in creative testing (creative > targeting)

Consider attribution alternatives to expensive MMPs

Conclusion

Mobile attribution is essential but increasingly complex. Key takeaways:

Choose the right MMP for your budget and needs

Implement properly with consistent events and parameters

Understand SKAN if you're on iOS

Watch for fraud with proper prevention

Accept imperfection in a privacy-first world

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