Getting started with mobile attribution in the age of privacy: The complete guide



The mobile-first era of marketing is in full swing.  

We rely on our mobile devices more than ever before, a trend that has only been accelerated by COVID-19.

Measurement and the smart use of data are vital to marketing success and, at its core, is attribution. But a shift towards user privacy – especially with Apple’s upcoming AppTrackingTransparency (ATT) framework – will make measurement more complex with two mostly separate attribution methods for Android and iOS.

To help make sense of it all, this guide will walk you through the basics of mobile attribution and how the new privacy standards will change the way we measure.

We’ll be tackling:

  • Mobile attribution models, windows, and methodologies  
  • Tips regarding post-install marketing analytics including: Cohort & retention, LTV, ROAS, and more
  • The threat of fraud: Install, post-attribution, and in-app fraud
  • An overview of SKAdNetwork and the shift to aggregated attribution
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