Attribution settings in Airbridge Core

The attribution settings Core gives you

This site explains how an attribution match is made. This page shows which of those controls you get in Airbridge's entry plan, taken from the plan comparison on Airbridge's pricing page.^[1]

How the match and the window fit together

Airbridge describes the match in one line: on first open, each install is matched to the channel, campaign and creative that drove it, through the app store, with deferred deep linking.^[2] The lookback window decides how old a click can be and still win that match. Because the window is set per channel and per match type, you can give one channel a shorter window than another. Airbridge's plan pages do not define the match types, so check which ones you can set during the trial. The guides on view-through attribution and deterministic and probabilistic matching explain what to look for.

Re-engagement and reactivation are separate rows from the install match. They cover ads shown to people who already have the app or who had it once, which is the subject of the re-engagement attribution guide.

What goes back to the ad platform

A match is only half the job. The result has to reach the ad platform as a postback so its bidding can learn from it. In Core, mobile app postbacks send in-app events to the same four channels. Signal Hold adds a delay on supported ad channels: the conversion postback waits for up to 24 hours, and if a matching cancellation arrives in that time it is dropped.^[1]

Attribution items that need Growth

This list covers only the items that bear on how a match is made and reported. It is partial. The full plan contents are on what Airbridge Core includes.

• 330+ ad networks and platforms. Core attributes four.
• Multi-touch and touchpoint reports, touchpoint analytics and touchpoint overlap.
• Conversions API, which delivers events server to server.
• Web postback, for sending web conversion events to ad platforms.
• Advertiser postback, which sends raw data to your own server in real time.
• Custom events. Core collects standard events only.

If you buy from an ad network outside the four, or you need to see every touchpoint before an install and not only the winner, Core will not cover it.^[1] Growth has contract-based pricing through sales.

Price, and what to test first

Core has a 30-day free trial, then costs from $40 a month with 500,000 data points included and $0.0001 per extra data point, with no annual contract and no sales call.^[1] During the trial, change one channel's window and watch how the split between paid and organic installs moves. Then check which match types the window setting offers, and whether a returning user from a retargeting ad shows up as a re-engagement and not as an install. Those three checks tell you whether the settings on this page behave the way your campaigns need.