Attribution and Measurement

What is marketing measurement and attribution?

Marketing measurement is the process by which marketers measure the effectiveness of marketing initiatives. This can include analytics like cost-per-install (CPI), cost-per-mille (CPM), and return on ad spend (ROAS).

Attribution is a type of marketing measurement that seeks to determine which marketing actions are contributing to conversions. This is done through attribution models – which use statistical and deterministic analysis of user data to determine the effectiveness of marketing campaigns.

While there are many types of conversion modeling: single-touch, last-touch, and multi-touch (linear, time decay, u-shaped, and w-shaped). Mobile and games marketing generally utilize a last-touch attribution methodology.

Since attribution is dependent on user data, changes in privacy and data rules (such as Apple’s App Tracking Transparency and Google Privacy Sandbox) and regulations, along with emerging technologies like blockchain, continue to impact attribution models and drive the industry to evolve how it measures marketing conversions.