Introduction: Understanding Mobile Attribution
Mobile attribution is the process of tracking and measuring user interactions with marketing campaigns across channels and touchpoints to determine which activities drive app installs and in-app actions. AppsFlyer is a leading mobile attribution and marketing analytics platform that helps marketers understand the effectiveness of their campaigns.
This cheatsheet provides a comprehensive overview of AppsFlyer’s attribution capabilities, helping you optimize your mobile marketing strategy and maximize ROI.
Core Attribution Concepts
| Concept | Definition |
|---|---|
| Attribution | The process of identifying which marketing efforts led to app installs, conversions, and user engagement |
| Attribution Window | The time period after a user interaction with an ad during which an install or event can be attributed to that touchpoint |
| Click-Through Attribution | Attribution based on users clicking on an ad before installing the app |
| View-Through Attribution | Attribution based on users viewing (but not clicking) an ad before installing the app |
| Last-Click Attribution | Attributing a conversion to the last ad the user clicked before installing |
| Multi-Touch Attribution | Attributing conversions across multiple touchpoints in the user journey |
| SKAN (SKAdNetwork) | Apple’s privacy-centric attribution framework for iOS campaigns |
| Conversion Value | A numeric value (0-63) in SKAN that encodes post-install activity information |
AppsFlyer Attribution Flow
- SDK Integration: App developer integrates the AppsFlyer SDK into their mobile application
- Campaign Setup: Marketers create campaigns with unique tracking links and parameters
- User Interaction: User interacts with an ad (clicks or views)
- Fingerprinting/ID Matching: AppsFlyer creates a device fingerprint or matches user identifiers
- Install Detection: When user installs the app, AppsFlyer SDK activates
- Attribution Determination: AppsFlyer attributes the install to the relevant campaign source
- Post-Install Analysis: In-app events and user actions are tracked and attributed
- Reporting: Data is processed and displayed in dashboards and reports
Attribution Methods by Platform
Android Attribution
| Method | Description | Pros | Cons |
|---|---|---|---|
| Google Play Referrer | Official Google API for passing install referrer data | Highly accurate, reliable | Android-only |
| GAID (Google Advertising ID) | Unique identifier for Android devices | Good cross-app tracking | Can be reset by users |
| Fingerprinting | Device parameters used to create a probabilistic match | Works without identifiers | Less accurate, limited window |
iOS Attribution
| Method | Description | Pros | Cons |
|---|---|---|---|
| SKAN (SKAdNetwork) | Apple’s privacy-preserving attribution framework | Privacy-compliant | Limited data, delayed reporting |
| IDFV (Vendor Identifier) | App-specific device identifier | Available without ATT consent | Limited to single app developer |
| Fingerprinting | Device parameters used for probabilistic matching | Available as fallback | Limited accuracy and window |
SKAN (SKAdNetwork) Implementation Guide
SKAN 4.0 Key Components
- Conversion Values: 0-63 numeric values to encode post-install activities
- Coarse Conversion Values: Three tiers of conversion value (low, medium, high)
- Source Identifiers: Campaign IDs (0-65535)
- Crowd Anonymity Tiers: Determines level of data granularity based on install volume
- Multiple Postbacks: Up to 3 postbacks at different time intervals
SKAN Implementation Steps
- Configure AppsFlyer Dashboard: Enable SKAN in the AppsFlyer dashboard
- Update Info.plist: Add networks’ SKAdNetwork IDs to app’s Info.plist
- Define Conversion Value Schema: Map in-app events to conversion values
- Configure Postback Windows: Set timing for multiple postbacks
- Set Up Partner Integrations: Ensure ad networks are SKAN-compatible
- Test Implementation: Validate setup with AppsFlyer’s testing tools
- Optimize Campaigns: Use available data to refine marketing strategy
Advanced Attribution Techniques
Deferred Deep Linking
Steps:
1. Create deep link URLs in AppsFlyer dashboard
2. Configure OneLink setup for your app
3. Define deep link mapping in your app
4. Test links across different scenarios
5. Implement custom routing logic as needed
Uninstall Tracking
Implementation:
1. Enable uninstall tracking in AppsFlyer dashboard
2. Configure silent push notifications
3. Set appropriate measurement frequency
4. Create audience segments for uninstalled users
5. Design re-engagement campaigns
Attribution Customization Options
| Feature | Purpose | Configuration Location |
|---|---|---|
| Attribution Lookback Window | Define how far back to look for attribution data | Dashboard > Attribution > Settings |
| Re-attribution Settings | Configure when users can be re-attributed | Dashboard > Attribution > Re-attribution |
| Partner Configuration | Set partner-specific attribution rules | Dashboard > Integrated Partners |
| Custom Attribution | Override standard attribution logic | Dashboard > Attribution > Custom Attribution |
| Fraud Rules | Set thresholds for fraud detection | Dashboard > Protect360 |
Common Attribution Challenges and Solutions
| Challenge | Solution |
|---|---|
| iOS 14+ Privacy Changes | Implement SKAN, leverage first-party data, use incrementality testing |
| Attribution Discrepancies | Align lookback windows, check timezone settings, verify integration parameters |
| Cross-Device Attribution | Implement user ID management, use people-based attribution features |
| Campaign Cannibalization | Set up incrementality tests, use holdout groups, implement control groups |
| Fraud Prevention | Enable Protect360, set appropriate thresholds, implement click validation |
| Data Granularity Limitations | Use modeled metrics, implement probabilistic modeling, focus on cohort analysis |
Best Practices for AppsFlyer Attribution
Campaign Setup
- Use consistent naming conventions for campaigns
- Implement deep parameters for all campaigns
- Set up control groups for incrementality testing
- Test tracking links before campaign launch
Measurement Strategy
- Define KPIs before campaign launch
- Look beyond installs to in-app events and LTV
- Combine attribution data with in-app analytics
- Set up post-install event mapping
Privacy Compliance
- Keep SDKs updated to latest versions
- Implement proper consent management
- Configure alternative measurement for limited-ad tracking users
- Build first-party data strategy as complement
Reporting Optimization
- Create custom dashboards for key stakeholders
- Set up automated reports for regular monitoring
- Use cohort analysis for retention insights
- Implement data integrations with BI tools
Data Integration Options
| Integration Type | Use Cases | Setup Complexity |
|---|---|---|
| API Connections | Custom reporting, data warehousing | Medium-High |
| S3/BigQuery Raw Data | Advanced analytics, ML modeling | High |
| BI Tool Connectors | Dashboarding, cross-channel analysis | Medium |
| Webhook Triggers | Real-time data activation | Medium |
| Partner Postbacks | Automation, optimization | Low |
Resources for Further Learning
- AppsFlyer Academy – Official learning resources and certification
- AppsFlyer Developer Hub – Technical documentation and SDK guides
- SKAN Documentation – Detailed guides on implementing SKAN
- Mobile Attribution Privacy Guide – Privacy-compliant attribution strategies
- AppsFlyer Community Forums – Peer discussions and problem-solving
Quick Reference Glossary
- CPI: Cost Per Install
- CPA: Cost Per Action
- CTIT: Click-To-Install Time
- LTV: Lifetime Value
- ROAS: Return On Ad Spend
- ATT: App Tracking Transparency
- UA: User Acquisition
- MMP: Mobile Measurement Partner
- IDFA: Identifier For Advertisers (iOS)
- GAID: Google Advertising Identifier
- LAT: Limited Ad Tracking
- Deferred Deep Linking: Routing new users to specific content after install
- Retargeting: Targeting previous app users to re-engage
- OneLink: AppsFlyer’s deep linking and user experience solution
This cheatsheet provides a comprehensive overview of AppsFlyer attribution concepts, implementation strategies, and best practices to help you optimize your mobile marketing efforts and achieve better ROI.