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3 Ways to Attribute & Measure App Install Campaigns [Cheat Sheet]

Google Play Referrer
Google Play attribution method in which the attribution provider can send tracking parameters to the store, which then passes them back to the source when the app is downloaded.

Pros:
Highly reliable and accurate
Always available as tracking provider only depends on itself to create match
Cons:
Does not work with Android out of store and iOS

 

ID Matching
Highly accurate method to measure installs using Apple’s IDFA for iOS and Google’s Advertising ID for Android:

Pros:
Highly reliable and accurate
Cons:
Does not work on mobile web
Not always available – requires user’s consent and network to support and pass it to tracking provider

 

Fingerprinting
Method that uses publicly available parameters like device name, device type, OS version, IP address, carrier, to name just a few, to form a digital fingerprint ID that matches specific device attributes.

Pros:
Fallback method if for any reason there are no deterministic identifiers like IDFA, Advertising ID or Referrer.
Cons:
Based on statistical model and therefore not as accurate as methods above; accuracy rate varies but in general is spot on only in the short term (~24 hours)