{"id":58461,"date":"2026-05-21T19:41:47","date_gmt":"2026-05-21T16:41:47","guid":{"rendered":"https:\/\/affisemmp.com\/?post_type=glossary-term&p=58461"},"modified":"2026-09-10T15:45:37","modified_gmt":"2026-09-10T12:45:37","slug":"attribution","status":"publish","type":"glossary-term","link":"https:\/\/affisemmp.com\/pt\/glossary-term\/attribution\/","title":{"rendered":"Attribution"},"content":{"rendered":"

What Is Attribution?<\/span><\/strong><\/h2>\n

Attribution<\/span><\/strong> is the method of identifying the source of a user acquisition, engagement, or purchase. In mobile marketing, it answers the fundamental question: <\/span>Which marketing effort drove this user to install the app or take a specific action?<\/span><\/em> Without attribution, marketers operate in the dark, unable to distinguish which campaigns, creatives, or partners actually deliver results.<\/span><\/span><\/p>\n

For mobile apps, attribution is not a simple one-step process. It involves a complex chain of events\u2014from ad impression to click, redirect, install, and post-install event\u2014that must be accurately tracked and credited. This is where a Mobile Measurement Partner (MMP) like <\/span>Affise MMP<\/span><\/strong> becomes essential.<\/span><\/span><\/p>\n

How Mobile Attribution Works<\/strong><\/h2>\n

When a user interacts with a mobile ad, the attribution process kicks off to seamlessly track the journey from click to conversion. An MMP acts as an impartial referee, connecting the dots through the following flow:<\/p>\n

    \n
  1. \n

    The Engagement:<\/b> A user clicks on or views an ad served by an ad network (e.g., inside another app or on social media).<\/p>\n<\/li>\n

  2. \n

    The Redirect:<\/b> The click routes through a tracking link provided by the MMP (like Affise), which instantly captures device data and timestamp information before sending the user to the App Store or Google Play Store.<\/p>\n<\/li>\n

  3. \n

    The Install:<\/b> The user downloads and opens the app for the first time.<\/p>\n<\/li>\n

  4. \n

    The Match:<\/b> The MMP\u2019s SDK inside the app fires a signal back to the server. The MMP matches this first open to the original ad engagement using identifiers like Device IDs (IDFA\/GAID) or probabilistic modeling.<\/p>\n<\/li>\n

  5. \n

    The Postback:<\/b> The MMP sends a postback to the winning ad network to credit them for the install, allowing advertisers to see the conversion in their dashboard.<\/p>\n<\/li>\n<\/ol>\n

    Common Attribution Models<\/strong><\/h2>\n

    Not all user journeys are a simple click-to-install. Marketers use different attribution models<\/b> to determine how credit is assigned when multiple touchpoints are involved:<\/p>\n