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How do you account for the users that saw an ad, and then searched on the app store instead of clicking the add?
by gnopgnip 10y ago
How do you account for the users that saw an ad, and then searched on the app store instead of clicking the add?
- physcab 10y agoWhat we call this in the industry is "attribution" and there is a whole sub-industry to deal with this bc it is a complex problem. In short, gaming right now uses last-click attribution so the last advertiser gets credit. FB does influence behavior for sure, though that is difficult to quantify.
- electrum 10y agoFacebook Atlas has multi-touch attribution: https://atlassolutions.com/insights/measuring-business-results-beyond-the-last-click/ https://atlassolutions.com/insights/measuring-business-resul...
- disgruntledphd2 10y agoYeah, so Apple are essentially putting themselves in as the end-point of the funnel, which will cause advertisers using last-click to attribute more value to them versus FB/other mobile networks.
- wastedhours 10y ago"View through" conversions are quite a large area, especially in programmatic. MTA is an important field, but would obviously need to be implemented with some form of in-app tracking tied to your ad providers.