Defined on this site
- Postback
- A postback is a server-to-server message that reports a conversion, such as an install or a purchase, to another system. In mobile attribution the MMP sends postbacks to ad platforms so they know which of their ads led to a result and can optimise toward more of them.
- Touchpoint
- A touchpoint is a single recorded interaction between a person and your marketing: an ad click, an ad view, or a tap on a link in an email or a web page. An MMP stores touchpoints and, when an install or event happens, chooses among them to assign credit.
- Multi-touch attribution
- Multi-touch attribution (MTA) is a way of assigning credit for an install or a purchase to more than one ad interaction on the path that led to it. It contrasts with last-touch attribution, where a single interaction takes everything.
- Click ID
- A click ID is a unique value generated at the moment a person clicks an ad or a tracking link. It is stored with the click and passed along with the person, so that a later install, app open or purchase can be tied back to that exact click.