The Benefit of Understanding the Complete User Journey
Assisted installs are app installs that happened as a result of multiple stops, or “touches,” by the user along the journey to installing an app. The touches (clicks and/or views) prior to the final click before the install are known as “assists.” Through a method called multi-touch attribution, marketers are able to see the complete user journey — both the assists and the last touch, i.e., final click before the user downloads.
The media source where the last touch happened gets credit for the install. With this credit, or attribution, two things happen: The media source gets paid and the app marketer can know where installs are coming from.
But the media source who got the credit didn’t do it alone. Understanding the whole story — both the the last touch and the assists — helps marketers better optimize their ad spends for future campaigns.